FedEx Corp. has launched an advertising campaign geared at promoting its FedEx Kinko’s Office and Print Centers. The target audience is small-business and mobile professional customers.
The multimedia campaign includes a direct mail element, which began in mid-May. As each of the 1,100 FedEx Kinko’s locations began offering FedEx Express and Ground service, the Memphis-based company sent out a mailer welcoming existing customers within its footprint. The pieces were customized based on ZIP code, according to Howard Clabo, a FedEx spokesman.
The mailings have primarily drawn from existing customer files, and specifically targets businesspeople who use FedEx Kinko’s as their “office on the road,” according to a company statement. Clabo declined to discuss whether the company was going to outside lists for prospects.
The campaign, which was created by BBDO New York, also incorporates nine television spots, as well as radio, print and online advertising.
