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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Released July 2012

Credits & Description

Category: Corporate Communication
Product/Service: DELPHI STUDY
Head of Public Relations: Heike Humpf (Deutsche Post DHL)
Public Relations Executive: Monika Schneider (Deutsche Post DHL)
Media placement: Delphi Study, book, print/online - Intranet - 4 June 2009
Media placement: Press Release, GER/EN - Media worldwide - 4 June 2009
Media placement: Ten Trends for the next Ten Years - Media worldwide/employees - 4 June 2009
Media placement: Interviews by CEO - Media worldwide/employees - 4 June 2009
Media placement: Customer sessions - Key Accounts - September 2009
Media placement: Delphi Dialog 2020 - Panel discussion/all target groups - January 2010
Summary of the Campaign
The challenges of the future are demanding - and we don´t shy away. With the study 'Delivering Tomorrow - Customer Needs in 2020 and Beyond' Deutsche Post DHL positions itself as a future-oriented logistics provider, highly aware of its social responsibility. We take the results seriously! The study, designed to help not only the Group but its customers and business partners as well prepare for the future, had a direct impact on the Group’s new strategy for 2015. Clear messages for the main target groups - the media, current and potential customers, analysts and lobbyists, and employees - were developed and executed via the extensive PR strategy. The interest in the study’s global look into the future has been unwaning since publication.
The Goal
The aim of the study is two-fold: to explore the challenges of the future more closely and to introduce possible response scenarios. Positioning Deutsche Post DHL as a forward-looking, innovative logistics provider with a high level of social responsibility and as a global player focused on customer needs was a significant focus in communicating the study. By having incorporated seveal of the study results into its Strategy 2015", the group demonstrates the seriousness with which it takes the results and insights gained from the study. Recognising the need for change within the logistics industry, Deutsche Post DHL took immediate action.
In terms of sheer numbers, the response to the Delphi Study has been enormous. International press inquiries came pouring in and the press release was downloaded more than 3,900 times. The study became the subject of extensive international reporting. The print versions of the study (German – 3,000 copies; English - 5,000 copies) are out of print, and the study was downloaded nearly 3,000 times. Qualitatively, response has been overwhelmingly positive from the media, business, science and customers alike. The consistency of the messages - the central aspects of the group's Strategy 2015 - has received worldwide recognition. The interest in the study’s global look into the future has been un-waning since publication. For this reason, Deutsche Post DHL has created an event series entitled 'Delphi Dialog 2020'. The first one was held in January 2010. Due to the high demand six more Dialog events will take place in 2010.
'Delivering Tomorrow' was strategically launched as part of the Globe Forum 2009 held in Stockholm, a public event devoted to sustainable business innovations. CEO Frank Appel seized the opportunity to introduce the study. The international media was present and information was disseminated to the rest of the media world. In the weeks and months that followed, the study was also introduced by the management at various conferences worldwide. Customers were provided information about the study in workshops given by the key account managers; investor relations presented it to analysts and investors. A special Internet site was set up to present the study to the public. Parts of the study were made into an audio book and an eBook version of the study was also produced. Employees were brought into the loop using all internal communications channels.
The Situation
What will the world economy look like after the financial crisis? What will be the most important political and economical trends and how will they impact consumer behaviour and customer needs? What strategies can and should be put in place? To answer these questions and help position not only itself but its customers and business partners for the future, we conducted a Delphi study: 'Delivering Tomorrow – Customer Needs in 2020 and beyond'.
The Strategy
The study was carried out in multiple steps using the Delphi method. Experts then analysed the results and formulated scenarios, both of which are included in the study. Expert opinions and analysis are presented on subjects such as globalisation, business, technology, logistics, the environment and society. The trends in each of these areas are explored until 2020 and even beyond. An extensive PR strategy was set up to communicate the study and its results. The strategy had four target audiences in mind: the media, current and potential customers, analysts and lobbyists, and employees. Before the study was published, clear messages were drafted for each of these target groups. The PR strategy was employed to disseminate these messages accordingly.