“At its core, this program is about building a community and bringing together small business people in the Austin marketplace and connecting them... I think the brand attributes that we want to communicate to the general marketplace are very relevant for this younger generation of small business owners, so this wasn’t necessarily a brand play for us. We have a very strong, very respected brand. We just want to make certain that we’re connecting with these people on a much more human level—on a much more local level.”
-Kevin Demsky Marketing Principle FedEx
