A SEGMENTATION STRATEGY THAT DELIVERS FOR UPS

Market research

United Parcel Service (UPS) has built a global logistics network that delivers an average of 16.9 million packages and documents a day with nearly 2,000 worldwide operating facilities.

A European-wide market research survey in 2013 identified the opportunity for market expansion in cross-border deliveries by small and medium size enterprises.

Online shopping was growing rapidly in Europe and UPS wished to tap into this market by encouraging entrepreneurs in the United Kingdom to export the goods they were manufacturing and to use UPS for shipments.

Content strategy

I was the content strategist and copywriter on several UPS projects for Ogilvy. The projects included a large marketing website and several guides and white papers.

content design
data strategy and integration
UX and long-form copywriting
taxonomy and tagging

I presented content strategy decks to UPS stakeholders and formed part of a joint content creation and event planning team with The Guardian.

Segmentation strategy

Client: UPS

Industry: Logistics

Agency: Ogilvy

Data strategy

While some of the copywriting for UPS was for print, it included a significant amount of data analysis and interpretation. A marketing white paper, shown above, required a creative presentation of the findings of a European-wide market research survey. Icons highlighted research findings, insights relevant to small and medium-sized businesses, as well as actionable operations tips.

A website was created using open data sources from the United Nations. Exporters were able to select the unique commodity code for the products they manufactured and then measure the market size and trade flows to all countries where UPS could offer a delivery service. There were millions of data points but the UX design made information gathering easy. The video clip below shows one of the pages from the website.

Additional exporting guides were written, including the one to the USA shown at the bottom of this page. These were aimed at helping businesses understand the markets they were exporting to and included information on demographics, political stability and logistics.

Having worked with Dale for over one year on a big content and digital project for our global client, I can safely say that he one of the most articulate, focused and dependable people I have worked with.

Dale's eye for detail is exceptional and is wide knowledge base and experience made him a valuable member of the team. His insight and approach to projects allowed us to deliver on an vast project that required patience, skill and much hard work.

He is also very much a team player, and was great fun to work with. He is supportive, quick and hard working.

- Neil Hawke, Business director, Ogilvy