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