Case PostNord
Building awareness through media communication in a competitive industry
Starting point
PostNord is a leading player in the Nordic logistics and parcel market with an extensive distribution network in Finland and abroad. The PostNord group as a whole employs around 24 500 people and has a turnover of around EUR 4 billion. In Finland, PostNord has been operating under its own name since 2013 and currently employs around 800 people locally with a turnover of around €140 million.
PostNord's objective in Finland is to challenge the traditional parcel logistics players and achieve a strong and established market position in B2B and B2C parcel logistics. To achieve this goal, PostNord has identified the need for media communication to gain a solid foothold in media discussions and to make the PostNord name widely known to Finnish consumers and online retailers.
Results
During 2024, PostNord managed to gain a significant foothold in the Finnish media debate on the parcel and logistics sector. Thanks to active media work, PostNord profiled itself as an expert in parcel vending both at national and local level in almost all provinces.
In addition to its expertise in parcel vending, PostNord managed to increase its expert profile in the field of e-commerce, in particular through media communication on the E-commerce in the Nordics research report. The results of the report were widely reported in both national and local media.
Solution
We started our cooperation by developing a strategic communication plan for PostNord, which. defined the objectives, themes and core messages for media communication and outlined future media activities. In addition, we organised media training for PostNord's key personnel, where they were familiarised with the media's operating logic and the defined core messages, and trained to work with the media and appear in front of the camera.
Based on the plan and the training, we launched practical media measures in early 2024. The creative media measures included a comprehensive range of targeted media pitches and press releases based on the themes defined in the communication plan.
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Our specific strengths are reflected in the media we deserve: finding the right channels for public debate, creating the most interesting angles that go beyond the news threshold and building awareness in a sustainable way.