pilot air freight co pilot presentation
TRANSCRIPT
Pilot Air Freight – 2005 CoPilot Integrated Communications Program
Communicating the Message
• Introduce its customer support tool: CoPilot™• Highlight CoPilot’s enhanced features to customers • Position Pilot Air Freight against small & medium
freight forwarders, plus larger competitors such as UPS, FedEx and DHL
• Differentiate Pilot from smaller competitors & level the playing field vs. larger ones
Positioning to Reach Target
Goals• Position CoPilot as simpler
& easier-to-use• Create awareness among
shipping department heads nationwide
Ad Solution• 2-page ad inserts• Series of ads
Channels of Communication
Direct Mail Postcard Editor’s Dimensional Mail Piece
Incentive Dimensional Mail Piece CoPilot Home Page with Flash Demo
Measuring Success – New Business
0
20
40
60
80
100
120
140
160
June '05 Sept '05
NewAccountsInactiveAccountsTotal
6960
8520
10690
0
2000
4000
6000
8000
10000
12000
Jan Jun Dec
Users
Measuring Success – Increased Usage
CoPilot Registered Users Increase in 2005
Continuing the Momentum
• Web Banners• Message-on-Hold• Promotional Materials• International Features• New Surprises from Duke
Mouse pad
3rd Ad in Series
Web Banner Ad