Executive Communications

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Executive Communications

• Transform or Conform?

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Executive Communications

• Mileposts on the Journey
• Perfect storm in 96
• Labor unrest in 97
• Worlds largest IPO in 99
• New enterprise vision 00
• Brand relaunch 03
• Centennial 07

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Executive Communications

• Guiding ObjectivePosition UPS executives as
  thought leaders and powerful brand ambassadors
  through public speeches, events, byliners, opeds,
  white papers and other repackaging channels.

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Executive Communications

• Additional Objectives
• Place senior management closer to
  stakeholders. Use podium as an executive
  development tool for media relations, internal
  communications, customer communications, IR
  communications, etc.

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Strategy

• Proactively place executives in key forums
• Produce relevant and timely speeches
• Train executives to deliver those speeches
• Generate media opportunities
• Repackage speeches both internallyand externally
• Create integrated communications events

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Speakers

• Management Committee
• Corporate, subsidiary VPs
• District Executives

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Message Platforms

• Competing through supply chain
• Global trade and policy
• Sustainable business practices
• Transformation
• Brand
• Leadership

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Results

• Over 500 senior executive speeches delivered to
  top vertical, professional, business leadership,
  collegiate and public policy forums over the
  years
• Millions of media impressions resulting from news
  coverage and repackaging
• Thousands of employees and customers reached
  directly
• Maybe most important Executive culture shift

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Longitudes Customer Symposia Series

• Guiding ObjectiveDrive evolution of UPS brand
  by stimulating dialogue, research and
  understanding of synchronized commerce among
  thought leaders, academics, media, customers and
  stakeholders

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Longitudes Specifics

• Co-branded with HBSP
• 200 customers, thought leaders, academics, press
• Two events per year through 07
• NYC, Chicago, Paris, Shanghai, Frankfurt
• Global trade and supply chain focus

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Longitudes Results

• ROI 500 percent
• Enhanced customer relationships
• Introduced UPS to a broader audience of thought
  leaders
• Tom Friedman, Daniel Yergin, etc.
• Internal alignment
• Content fodder for speeches, interviews

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Lessons Learned Along the Way

• Set up shop at the intersection of creativity and
  strategy
• Use external factors to fuel your plan
• Create an evolution, not revolution
• If your organization is transforming, thats a
  pretty good indication that you need to be, too