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Strategic
Consulting: FedEx Strategic Sponsorship Platform
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| Situation |
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FedEx competes in a rapidly changing business environment. No longer is FedEx simply the company that delivers "absolutely, positively, overnight" but rather it now competes in a highly complex environment that includes Express, Ground, Freight, International, Residential and Custom Critical transportation solutions. FedEx turned to Velocity to help develop a strategic framework to ensure that its sponsorship portfolio effectively addressed the changing business needs of the company.
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| Solution |
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Velocity worked with FedEx to develop a multi-year strategic plan for its overall sponsorship portfolio. The result was the creation of a FedEx Sponsorship strategic plan which segmented sponsorship opportunities according to their role within the portfolio, the objectives they are intended to achieve, and how they will be measured to determine success/failure. In addition, the plan outlined how sponsorship spending can be determined based on the primary objective for the property, and that sponsorship communications should be built around single messages/theme. And finally, the plan recognizes that no single property can deliver against all the objectives, but rather selective investment across a broad range of sponsorships will create a portfolio that delivers against them all.
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| Results |
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In an ever changing and complex business environment, the FedEx Sponsorship strategic plan has helped FedEx develop a portfolio of varied properties that each have a specific business goal in mind, and when viewed collectively impact all the primary business goals of FedEx. Communication platforms have been developed for each of the primary properties, which have allowed FedEx to cut through the clutter and significantly impact its key target audiences. In addition, leading industry publications such as PROMO Magazine and Event Marketer have consistently rated FedEx sponsorship programs as some of the most effective and dynamic in the industry.
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