Services Rendered
BroadBased worked with CSX on a commodity-based initiative to grow revenue for the railroad building materials buyers and sellers. The campaign was geared toward growing revenue on the railroad by relocating customers to rail-served locations, utilizing reload centers and warehouses, bringing customers back to the railroad and growing existing customers by handling new commodities or increasing volume of current commodities.
Target markets were identified as existing customers, buying groups/co-ops, potential customers and internal sales and marketing groups.
Working with the sales and marketing team and using a mailing list developed by the client, BroadBased created an integrated marketing approach that included printed sales collateral materials, direct mail, premium giveaway, tradeshow booth and a CD-ROM.
The client received an 11% response rate with the direct mail initiative. It was projected that CSXT would realize millions of dollars in revenues as a result of the initiative.