Case Study: UPS Leverages Media Relations & Cohesive Messaging to Trumpet Its Sustainable Spirit


Company: UPS Agency: Fleishman-Hillard Timeframe: 2008 With 99,000 vehicles logging 2 billion miles a year, UPS is the Shaquille O’Neal of carbon footprints. And that’s not to say that the company wasn’t sensitive to environmental issues; on the contrary, it is completely transparent in reporting its emissions, both in its corporate sustainability report and in instances where businesses asked for data related to emissions associated with the packages UPS delivers for them. As the number of requests for the latter increased exponentially, it became clear that customers’ interest in UPS’ environmental impact was growing at a rate that demanded more attention from the company’s executives, specifically with regard to their communications surrounding green initiatives. Thus, in 2008, UPS partnered with Fleishman-Hillard to develop a sustained campaign that would outline nine of UPS’ green programs while communicating one cohesive message: Brown was going green.

Subscribe Now  |  Login




Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.