FedEx First and Goal
Problem
Drive incremental shipping among existing customers
Solution:
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Leverage FedEx's existing relationship with the NFL
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Design a dual-tier program targeting customers according to known value and shipping potential
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Offer NFL-related incentives to encourage customers to switch carriers and grow FedEx's share
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Maintain a dialogue with customers throughout the NFL season, integrating email, web and sales for maximum communcations effectivness
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Results
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FedEx deemed program “most successful customer engagement” to date
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Executed program with an 18:1 revenue to expense ratio
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Achieved $28,000,000 in incremental shipping