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BROWN and A Better Life

Submitted by: UPS

Categories: Human Resources & Diversity1

Posted: Aug 15, 2002 – 12:00 AM EST

 

New UPS Ads Show What BROWN Can Do for Employees

ATLANTA,Georgia - Now that UPS has shown what BROWN can do for customers - from the CEO to the mailroom guy to the shipping manager - the company is showing what BROWN can do for its own employees.

UPS today launched the extension of its "What Can BROWN Do For YouSM?" campaign to the company’s recruitment and diversity ads. The new campaigns include a series of print advertisements that will run beginning late summer in major U.S. markets such as Dallas, Los Angeles, St. Louis and Chicago. The new ads extol the benefits of working at UPS and show how part-time employees are taking advantage of those benefits to reach their goals, whether it be having enough money to move out of Mom and Dad’s, using tuition assistance to attend college or taking advantage of UPS’s full medical coverage to relieve the burden of healthcare costs.

In connection with the launch of the new employment ads, UPS is sponsoring an essay contest for current part-time employees asking, "What has BROWN done for you?" In 1,000 words or less, employees will be asked to describe a special achievement or accomplishment made possible by their job at UPS. Winners will be announced in October 2002 and will receive cash prizes as well as recognition from UPS senior management. Contest details are posted on www.pressroom.ups.com.

Separate from the ads directed at part-time employment, UPS has developed a series of ads that focus on the company’s commitment to diversity and community involvement. These ads will run throughout the year in regional and national minority, business and mainstream publications. An ad featuring Keith Jones, UPS’s corporate health and safety manager, describes his path from part-time employee to manager of the company’s Hong Kong facilities to his current job overseeing the well-being of more than 300,000 employees. Another ad describes the experience of Jim Winestock, one of UPS’s 11 region managers, who completed four weeks in UPS’s Community Internship Program, a one-of-a kind management training program that operates in struggling communities across the U.S.

"At UPS, BROWN not only symbolizes the trust and quality customers associate with our brand, but it also represents a company culture that is driven by mutual respect, teamwork and opportunities for advancement," said Lea Soupata, senior vice president of human resources. "By highlighting typical employees in these ads, we are underscoring our belief that UPS offers the best part-time jobs in America and overall some of the best careers in the world."

With titles such as "BROWN and the Road Trip," "BROWN and a Better Life" and "BROWN and the Scholarship," the employee campaign focuses on the experiences of representative employees. In "Road Trip," a 20-something employee explains how BROWN’s generous starting wage and "weekends off" policy allows him to travel to concerts with friends. In "Scholarship," a recent high school grad explains how BROWN, through its Earn and Learn tuition assistance program, helped her realize her dream of going to college. In "Better Life," a father of three compliments UPS’s health benefits and expresses relief knowing that he no longer has to worry about providing medical coverage for his family.

Several of the new ads reference UPS’s Earn and Learn program. Earn and Learn is a generous tuition assistance program offered to part-time employees in 51 locations across the country. Program benefits include $3,000 in tuition assistance per calendar year and $2,000 in forgivable student loans.

The Martin Agency developed the BROWN ads featuring Jones, Winestock and others. The BROWN campaign marks the first major UPS brand advertising directed by Martin, which also produced the light-hearted UPS NASCAR commercials featuring several well-known performers such as George Thorogood and Charlie Daniels for the popular "Race the Truck" campaign.

Shaker Recruitment Advertising & Communications, which has handled UPS's employment advertising for five years, worked under Martin's guidance in applying the BROWN concept to ads directed at part-time employees. Shaker has won numerous industry creative awards through the Employment Management Association's (EMA) Creative Excellence Awards. For five consecutive years, EMA has recognized Shaker for its work on behalf of UPS, including "Best in Category" status.

The BROWN employment, diversity and community ads can be viewed on UPS’s Pressroom web site at www.pressroom.ups.com.

United Parcel Service (NYSE: UPS), the world's largest express carrier and package delivery company, operates in more than 200 countries and territories and employs 370,000 people worldwide. The company’s commitment to its employees has been recognized by several notable publications including Your Money magazine ("America’s Best Part-Time Job") and FORTUNE magazine ("America’s Best Companies for Minorities"). In 2001, UPS won the nation's only presidential award for corporate leadership, The Conference Board's Ron Brown Award for Corporate Citizenship, in recognition of its employee programs.

For more information about employment opportunities at UPS, visit www.upsjobs.com.
More information on UPS as an employer of choice. Find out what attributes the color brown and UPS employees have in common.

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