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Adv final presentation
- 1. United Parcel Service Chung-Ming Hsieh ADV420
- 2. About UPS & Goal • UPS UPS is a global company with one of the most recognized and admired brands in the world. UPS has become the world’s largest package delivery company and a leading global provider of specialized transportation services. The social media platforms that UPS provided for you are Facebook, Twitter, YouTube, LinkedIn, and Google+. • Goal Let more people learn and know about UPS. Increase the sales and visibility of UPS and looking for 10 percent increases after three years.
- 3. Focusing Ideas Mainly focusing on promoting our services through out many different social platforms. Promoting our mobile service App (UPS My Choice) to the public.
- 4. Target Market Online shoppers. Online Retailers. Young people who knows well about technology.
- 5. Tools and Tactics Social Media Online and TV Ads.
- 6. Employees Age between 21 to 30 years old who have similar working experience and familiar with technology and social media. This group of people are creative on thinking different ways to promote or attract different age groups to use our service.
- 7. Hardware and System Purchase fine quality computers and servers that would help us to solve issues from customers. Build up a system to file different customer’s issue records. The system can also check how each different customer’s issues were solved last time.
- 8. Videos and Online Ads Social media plays an important role of our society. Social media’s advantage is immediate responses to customer’s issue and free to update our latest information. Videos and Online Ads can give customers visual and sounding feelings of UPS. They also be published on different social media platforms.
- 9. Budget and Timeline Budget: 5 employees $3,000 USD per month. *12 *3 $3,000 * 12 * 3 =108,000 USD Hardware: Approximately $10,000 to buy laptops or cellphones for posting information on social media. Online Ads: Approximately $10,000 per year *3 =30,000 USD. Total: $108,000+$10,000+$30,00 0=$148,000 USD • Time Line: • First Year: Introducing UPS’s branding image to the audience. Increase the visibility of our brand. Online advertising will run heavily at the third and fourth quarter of the year. • Second/Third Year: More people know and using our mobile apps. Also people got more attention of UPS from our social media platforms.
- 10. Measure The measurement will come from the annual report from UPS company. And we will keep following the growth for each year. Keep updating and promoting our brand through each social media platforms. The measure will be from different social media platforms. Online and TV ads will be measured by the report from the views and clicks of each ad.
Editor's Notes
- UPS is a global company with one of the most recognized and admired brands in the world. UPS has become the world’s largest package delivery company and a leading global provider of specialized transportation services. We try to provide the latest social media platforms to communicate with our customers. The social media platforms that UPS provided for you are Facebook, Twitter, YouTube, LinkedIn, and Google+. We try to update our news to our global customers. The audience that UPS are targeting on is mainly on online shoppers from the modern society. For instance, they provided multiple shipping options on their website. All of the shipping options with detailed description for their customers to be able to understand and find the best way to fit customer’s desire. Our goal is to get more people understand and learn about UPS’s online marketing strategy. Also, increasing the sales and visibility of UPS and looking for 10 percent increases after three years. UPS is a company that based built through American history. The company shows closer relationships to customers by posting social events or company events on their official twitter. UPS tries to show their patriotic passion with their customers and sharing their thoughts on multiple media platforms. By doing this way, public can view UPS as a generous company and trust them for shipping services. We will try our best to make money and create visibility of our brand at the same time. And here are the following ideas that would help us to achieve our goals.
- We also try to communicate with our customers by using social media because we know that the public uses social media widely now. When our audience come to our website, they can see the interesting posts or business information related to UPS. Currently, our site is still not very popular compare to our other social media platforms. The way we should improve is to give different kind of information compare to other social media accounts. For example, like giving international business news for our customers. Audience would tend to be more interest about our content on this media platform. I personally think our website is quite useful compare to other shipping service companies. The reason is that we provided multiple service options for our customers. We try to follow the standard website conventions such as highlight our services to promote the visibility of a particular service. The easy part is that younger generation can easily use them online. The difficult part is for elder people’s habit- they tend to go to local stores to have our service. We recommend both ways for our customers as long as they can enjoy good experience with our faculties. Our company website and social media accounts have optimized search engine. The reason that is many people try to find out information online before they move into the next step. If they can’t fix the issue on their own, we always provide our service phone number to solve all the issues that our customers would face. Also, customers can always visit our local stores or using our app to find out the information they needed in our business hours.
- Online digital marketing has become a very important part in our daily life. Technology plays an important role in our society. For example, mostly everybody has a smart phone to use now. Apps and social media are tools that communicate with each other and businessmen see it as an opportunity to make product sales. For my digital branding strategy, I have serval ideas want to share with you. Our targeted audience would be modern civilians who use mobile devices and know technologies. The age group would be from age 18 to 45 years old. This group of people is more likely get connected with social changes and have voices to give opinions for our company. Our main goal is to promote our services to public and make people want to use our shipping service. I believe that this digital branding strategy can help to increase UPS’s visibility. The audience that UPS are targeting on is mainly on online shoppers from the modern society. For instance, they provided multiple shipping options on their website. All of the shipping options with detailed description for their customers to be able to understand and find the best way to fit customer’s desire. Also, UPS uses texted button tabs to send their website customers directly to the place to gather their desired information. By using this technique, they easily provide their customers to easily use their website. For all of the customers, well-written and clear information are always becoming benefits from searching broadly on the Internet.
- On Facebook, we created a fan page for people who are looking for job opportunities. We developed the page in October of 2009. About 78% of our Facebook audiences are between ages of 18 to 44 years old. And about 55% of these people are male who lived in the United States. We also share our sponsorships, employees, and charity events for whoever wants to find correct information to apply for jobs. This media platform demonstrates how we connect with the public to give newest events. Twitter is also a social media platform that we communicate with our customers. We developed our Twitter account a little bit earlier than our Facebook page. Since Twitter is an American based social media platform, we also share interesting business news or social events with our followers. UPS also tweets people to give responses with their questions. We try to give the best answers for whoever is concerned about our company with tweets. In that way, customers can immediately see our response through the tweets. YouTube is another platform to show our company history and company’s constitution. YouTube video is a great tool to give customers with visual and sounding experiences. We try to create videos with latest social events of America. By this step, it develops a closer relationship with our customers in the U.S. Google+ is the newest social media platform that has been popularly use by the public. We also aim to accomplish our goal to communicate with our customers. We post interest business information and social events to share with our customers. In this step, we accomplish the rule of “use social campaigns to promote content”, because it increases the visibility of our social media accounts. We also apply this rule to our other social media platforms.
- If you want to be successful in online marketing, first of all, you have to hire employees who are interested or have similar working experience to work for you. For example, we can hire from 21 to 30 years old people who are familiar with technology and social media. These people are smart and their brains catch information quickly. Also, they are creative for thinking different ways to promote and attract different age groups to use our service. These people are also willing to discuss problems that they are facing. By working experience, sometimes they would think of a good way to solve the issues with you. The advantage of this strategy is that we don’t need to hire so many people to do this job for us because most of the things can be accomplished by just tapping our finger.
- Hardware purchases are important for digital marketing strategy. We have to have fine quality computers and servers to help us solve any kinds of issues from customers. Also, we can back file customer’s question records and build a system that can use when returning customers to see how their issues were solved last time. This can effectively decrease the chances that customers get upset of our customer service.
- I want to talk about the tools we are going to use for online marketing. We are likely to use videos and online advertisements or slogans (pictures with texts) to promote our service. Social media also are very important for our company because we see it as a quick responsive way to communicate with our customers. By using social media platforms such as Twitter or Facebook, it can easily to get followed by users on those platforms. These platforms are also free to use. It is good news for us because we can save up budgets for creating a platform to communicate with customers; and we can use that budget in somewhere else to help us to achieve our goal.
- Since we use using social media as our tools to communicate with our customers, we can save much money from creating our own platforms. Most of our budgets are used on employee costs and hardware purchases. Also, we are buying commercials on YouTube to increase our visibility when people watch videos online. Overall, the estimated budgets that cover everything for 3 years would be around 108,000 USD. That includes 5 employees’ salary which is average 3,000 USD per person. Also, we can use 10,000 USD for buying online advertisements and technology hardware. And 10,000 to buy hardware devices. The total comes up to 148,000USD for a three year plan. The first year will be introducing UPS to the public and our online advertising will run heavily at the third and fourth quarter of the year. And the second year and third year’s goal will be more people know and using our mobile apps. People got more attention of ups from our social media platforms.
- Lastly, the measurement will mainly come from the annual report from ups. And as the years come by, we will keep following the growth for each year. Also, we will keep updating and promoting our brand through each social media platforms. The measurement will be from different social media platforms and the reports we collect from them. Online and TV ads will be measured from the views and clicks of each ad. The report will be provided by the distributer or media that we use. Overall, that’s my online advertising plan and thank you for listening to my presentation.