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. CHANGING SHADES TO TELL A STORY Research conducted by UPS revealed that, in Q1 2008, the number of customer requests for data about the carbon footprint created by package delivery increased 243%.

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