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Marketing Project: FedEx Freight Welcome Kit Challenge: FedEx was launching a new, guaranteed, time-definite, palletized freight service to an audience which identified the FedEx brand with the shipping of express letters, documents and packages. Strategy: Develop a marketing collateral
piece to officially "welcome" new freight customers, provide essential
shipping activation tools and encourage the use of FedEx for their freight
shipments. Use the piece to shape and reflect an image for the enhanced
FedEx freight brand. Execution: Created a welcome kit that resembled a "mini" shipment of shrink-wrapped freight sitting on a wood pallet. The welcome kit included a letter, collateral and "how-to" materials for use by FedEx freight customers. Results: The FedEx Freight Welcome Kit began its distribution in March '97. To date, about 60% of the new customers have immediately activated their shipping account upon receipt. |
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