FedEx First and Goal

Problem

Drive incremental shipping among existing customers

Solution:

• Leverage FedEx's existing relationship with the NFL
• Design a dual-tier program targeting customers according to known value and shipping potential
• Offer NFL-related incentives to encourage customers to switch carriers and grow FedEx's share
• Maintain a dialogue with customers throughout the NFL season, integrating email, web and sales for maximum communcations effectivness

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Results

• FedEx deemed program “most successful customer engagement” to date
• Executed program with an 18:1 revenue to expense ratio
• Achieved $28,000,000 in incremental shipping