With over 360 franchised locations, The UPS Store is Canada’s largest network of print and copy centers. The UPS Store provides small businesses and individuals a wide range of services such as digital color and black and white printing, full document finishing, worldwide shipping and packaging services, mailbox rentals, mail forwarding, package/mail/fax receiving and mail fulfillment.
Packing and shipping, printing, mailboxes
Social media community management, content creation, social media advertising, search engine optimization, search engine advertising, information architecture, website design, website development, mobile app development, custom software.
The UPS Store was looking to extend the strength of its established bricks-and-mortar franchise network online. Although the company was growing well, the leadership team identified a significant opportunity to improve the company’s digital presence to fuel additional growth.
The UPS Store’s website did not reflect the company’s updated branding, was not user friendly and was not search optimized. In addition, the company was not actively using digital marketing as a customer acquisition channel.
Together we identified several digital objectives:
Our cross-functional team worked closely with The UPS Store team to create a digital media strategy and implementation roadmap. The strategy was focused on a “local first” approach in order to drive maximum benefit for franchisees. There was also a strong social media component in order to enable ongoing relationship-building with existing and new customers.
The strategy encompassed a number of elements, including:
The UPS Store’s “local first” approach to digital generated results very quickly. The company saw an increase in website traffic, business inquiries and store-level foot-traffic.
Implementing a localized social media strategy allowed The UPS Store to find and interact with both existing and potential customers in a new and meaningful way. Through a combination of local social media posting and a sophisticated social media/search advertising approach the company could generate customer engagement at the store level to drive business results from the ground up.
The social strategy, coupled with the new website and a strong localized SEO approach, generated an immediate increase in website traffic and customer inquiries.
In the first 3 months after deployment, we saw the following results:
We are proud to be an ongoing partner of The UPS Store, working with the company on a variety of social media, search, content, website and mobile app initiatives.
President, MBEC Communications Inc.