What was the situation?
While small to medium-sized businesses are a rich source of incremental revenue for FedEx, targeting them individually is cost-prohibitive. Instead, FedEx identified professional and industry associations and complementary service providers—such as e-commerce, IT, and financial services—as an effective path to reaching these high-value customers. They wanted to develop a program offering access to exclusive discounts on FedEx® shipping and business services upon free enrollment. FedEx would have a cost-effective way to reach potential customers while giving associations and providers a benefit they could use to attract and keep members and customers.
While the concept was simple, execution was complex. FedEx first engaged Oden to help with the FedEx Advantage® program roughly two decades ago, and it’s still going strong today, continually evolving in step with changing needs.
How did Oden help?
For the program to be successful, we knew we needed to make it easy for associations and providers to market the program to their customers. At the same time, FedEx needed to ensure that all materials aligned with their brand style. Our solution: a template-based marketing system.
The templates offer a fast, affordable way to create brand-approved traditional and digital marketing materials including flyers, postcards, email, digital banners, and more. An easy-to-use order form lets users customize materials to best meet their needs. Users individually choose their desired headline, call to action/enrollment message, intro copy, service and benefit message, and discount chart, as well as industry- or topic-specific imagery.
While all materials have common elements, some have additional options for customization. The form makes viewing and selecting customizations easy and intuitive. An accompanying guide explains the intent and common uses for each type of material, plus considerations users need to keep in mind.
With all copy blocks and template designs pre-approved by brand and legal teams during the initial development, materials don’t have to be submitted for review—a valuable timesaver. Successful material creation is also foolproof because it requires no design or copywriting expertise; no matter how the elements are pieced together, they create a consistent look and feel and deliver a cohesive message.
In addition to developing the templates and toolkit, we also handle fulfillment, so the process is easy for both users and our client.
Updates are easy. Whether it’s refreshing copy or imagery elements or adding new material types, the form and toolkit are designed with expansion in mind. Additions and changes are made based on client requests and data. We track the frequency of use for each template, content block, and imagery option to guide future updates.
What were the results?
After managing this program for almost 20 years, we attribute its enduring success to the incredible cost savings and speed to market it delivers. Templated materials cost a quarter of the price of net new materials, and production turnaround time is a mere 24 hours.