Connecting The World

Opportunity
Showcase DHL’s international shipping expertise for small and medium sized businesses (SME) as a service that helps support their growth and expansion
Objective
  • Generate media coverage in national business outlets and major regional publications
  • Showcase industry expertise to a national level through thought leadership
  • Increase brand awareness
  • Elevate conversation about importing/exporting for SMEs
Breakout Strategy
Leverage DHL’s unique management approach and offerings as proof points to build its position as the international shipping partner for SMEs.
The Program
  • Messaging: Created three pronged messaging structure to highlight DHL’s unique position around international shipping, management and innovative offerings
  • Target Media: Focused on a specific set of media outlets to include major market dailies and business magazines
  • Research: Leveraged commissioned research to amplify DHL’s expertise