In June 2004, we held our annual Co-op President’s Forum at which the National Marketing Fund council members along with 200 Co-op President’s (representing each DMA) would attend to learn what the national marketing efforts would be from Q4 – Q3 of the following year. There were general sessions, breakouts, and informal get togethers over the two days to ensure learning and collaboration took place throughout.
This was the first Co-op President’s Forum since most of the stores had re branded to The UPS Store. FedEx had announced their acquisition of Kinko’s and DHL was making a strong entry into the U.S. With the recent re branding from Mail Boxes Etc. to The UPS Store and the heightened competitive landscape, we wanted to re-focus everyone on our relevant and motivating point of difference and provide a call to arms for the upcoming holiday season.