Integrated Marketing Plan Case Study #4
CSX Transportation –
Industrial Development

2001 Partners for Growth Campaign – Building Materials

Project Scope
Focus on a commodity to grow revenue for the railroad.

Objectives
Grow 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 Audience
Existing customers, buying groups/co-ops, potential customers and internal sales and marketing groups.

Types of Media Used
Direct mail, brochure, CD-ROM, website, trade show booth and premium items

Overall Evaluation
Received over an 11% response rate with the direct mail initiative. Currently pursuing dozens of leads, and two deals have already closed in a sales cycle that spans six to 24 months. CSXT will realize millions of dollars in revenues.