FedEx Small Business Grant Contest

The FedEx Small Business Grant Contest is FedEx’s biggest push of the year to communicate its role as a right-fit partner to small-business customers. Thousands of small businesses from across the country apply every year for their chance to take home up to $25,000 in grants supplied by FedEx. 

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The Task:

How can we use omni channel marketing to drive more entries to the contest?

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The Target: 

Owners and employees of U.S. small businesses, ages 25–54.

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The Approach:

Entrepreneurs are busy and goal-oriented self starters, so we crafted messaging that took a no nonsense approach in communicating the value proposition of entering the grant contest: By taking just a few minutes today to enter, you could build a better tomorrow.

 

The campaign presented FedEx as the champion of small businesses — and highlighted the benefits of entering the contest.

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Content fell into three pillars:

• The tangible benefits of entering the contest: Quotes graphics and video content highlighted what past winners accomplished with $25,000.

• The secondary benefits of participating in the contest: Content explained how entering the contest helped small businesses market themselves, network with peers and build confidence.

• Ease of entry and tips for success in the contest: Content in later stage communications was targeted to an audience closer to the point of conversion and highlighted specific, simple steps to enter.