Table of Contents 6 2012 OVATION Awards Winning Entries

A national media relations campaign
In order to meet the target objectives and ensure that UPS’s messaging around the peak holiday season
rang loud and clear, APEX’s multi‐angled strategy leveraged several distinct tactics:
1. Black Friday Survey – In order to get a leg up on the competition, UPS had to initiate peak season
dialogue as early as possible. To do so, APEX worked with Angus Reid to design and execute a survey
focusing on the habits of Canadian consumers during the holiday season. The results were strategically
distributed on Black Friday – one of the largest shopping days of the year and the official kick‐off to the
holiday shopping season. APEX distributed the results through strategic media relations with tier‐one
media.
2. VNR – APEX knew the broadcast media would need images for their stories and want access to UPS’
distribution centres to get the best footage. But with limited access and the most compelling footage
available only in the early morning hours, APEX had to take a pre‐emptive approach. In 2010 APEX had
recommended working with News Canada to create a short VNR focusing on the peak season. The VNR
proved to be the perfect complement to media relations efforts; providing media with b‐roll that could
then be incorporated into broadcast coverage. APEX recommended re‐recording specific segments of
the VNR with updated information pertaining to the 2011 peak season. In addition, the VNR would be
distributed to News Canada’s vast online media network, which would allow consumers online to be
exposed to UPS’ messaging and garner UPS its much‐desired online coverage. APEX developed a
compelling script that included the key messages and coordinated production and editing.
3. ANR and Matte Stories – In an effort to reach the identified rural target audience, APEX had to take a
strategic yet resourceful approach. After careful consideration, APEX recommended creating and
distributing an ANR as well as a series of three matte stories. Since most small town media outlets rely
heavily on News Canada for daily content, the ANR and matte stories allowed APEX to reach a large
number of target media without having to undertake the daunting task of a full‐fledged media relations
campaign. This tactic ensured the results needed to meet client’s expectations, while at the same time
saving APEX time and UPS money.
4. Driver Ride‐Alongs – Determined to tell a different kind of holiday story, APEX recommended offering
key media in select markets the opportunity to take part in a driver ride‐along. The opportunity allowed
the media to learn about UPS’ peak season activities first‐hand by spending some time on the road with
a UPS driver. APEX worked with UPS to identify key markets based on driver availability, including:
Winnipeg, Vancouver and Calgary. These markets were selected because they were mid‐sized cities
where the population was substantial but where the media culture was still very oriented toward feelgood
human‐interest stories. APEX worked to media train drivers who would act as spokespeople during
ride‐along interviews, and armed them with key messages and Q&A documents. APEX then developed a
media invite that was distributed to a list of tier‐one broadcast media targets that had covered similar
holiday stories in the past year. Follow‐up calls and e‐mails were executed in an attempt to confirm
media participation.
5. National Media Relations – Complementing the aforementioned tactics was a national media
relations campaign. APEX distributed a press release to announce UPS’s peak season activities, as well as
its volume predictions, seasonal hiring numbers and key deadlines. The release was distributed
nationally via CNW in November. APEX continued to execute follow‐up calls and e‐mails to broadcast,
print and online media to help garner coverage of UPS’s peak season activities and to secure interviews
for UPS spokespeople. APEX then distributed a reminder release via CNW and targeted e‐mail the week