Local branches of Mail Boxes Etc. and the UPS Store, both UPS companies, are conducting a multifaceted marketing effort to promote online printing services, which allow consumers and businesses to publish documents from the Web. The initiative targets small to midsize businesses.
The company is running a national advertising campaign, including Web, broadcast and print ad components, promoting the service. The effort, launched last week, also includes campaign material that can be customized by local affiliates, said Becca Andrews, spokesperson for Mail Boxes Etc. It seeks to add another point of contact for existing customers.
Andrews added that the localized effort includes fliers, bag stuffers and direct mail pieces. The company seeks to let small business owners know that they can design and upload documents without having to visit a store, she said.
“They’ve been a big part of the customer base from day one,” she said. “It’s not that they are a new target; it’s that they’re one of our largest customer bases, and they are the folks that will use this product, according to industry research.”
Andrews declined to specify the effort’s budget, but said that UPS is “putting a significant investment behind this.” While not an official tagline, the spots seek to emphasize that the company “does more than shipping,” she said. The initiative ties in to UPS’ broader “Cardboard world” campaign.
Advertising AOR Doner created the campaign’s spots, Andrews said.