Branding with empathy

I think FedEx Office's marketing tactic nails it right. Simple, relevant and timely to the state of current economy.Formerly known as Kinko's, FedEx Office is now offering free resume printing to job seekers in the US. Customers can print up to 25 black-and-white copies of their resume at any of their 1,600+ stores across the United States.

Targeting the job seekers is a brilliant strategy and I can see this working for the printer brands who wants to reach new customers with their SOHO printers. In tougher times like this, students, job-seekers and people in the creative industries wouldn't mind a helping hand in printing their resumes and portfolios. In return, it is the perfect time for the brand to demonstrate empathy and the quality of their printers for future consideration. Perfect. :=)