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Client:		Roadway
Industry:		Transportation
Employees:		24,000
Client Since:		1995
Completed:		09-26-2007

EYEMG worked in collaboration with Roadway Information Technology, Electronic Commerce and Marketing Communications to create an integrated system for the development, approval, publishing/targeting of onsite advertisements, awareness campaigns and calls-to-action.

The resulting ad / creative element system allows for the targeting of creative using over thirty user specific data points facilitating the delivery of messages that are relevant for the users of Roadway.com and My.Roadway.com. This targeted delivery of messages helps Roadway fulfill it's brand promise of "Roadway your way" where products and services are highly tailored to marketplace and individual customer demand.

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Page level delivery of multiple messages to support user awareness and selection of products and services

All pages on the Roadway.com marketing communications Web site and My.Roadway.com customer Extranet site support the delivery of personalized messaging targeted to a specific customers up-to-date utilization of products and services. This "Retail Services" page shows call outs for customer service initiatives, public service messaging and provides targeted cross selling of related products and services.

System supports the delivery of rich-media elements . . . The developed system supports the targeted delivery of simple graphic creative and more complex Macromedia Flash and streaming video creative elements. All elements may be linked to campaign-specific landing pages to allow for capture of user experience information required to support campaign analysis and creative and call-to-action performance.

Use of Macromedia Flash programming allows for creative elements to have "awareness" . . . The system supports the delivery of Macromedia Flash creative that supports "messaging" between each object. This allows messaging on a page to be "sequenced" to delivery a complex concept in "bite sized" pieces and provides an open platform for the delivery of complex creative utilizing simple graphic, complex Flash and streaming media elements.

Customer specific service tools, news and alerts In addition to the delivery of personalized marketing communications content, the system also provides for the intelligent delivery of personalized customer service functions - including customer specific tools / functions, news content and alert messaging.

Other Project Highlights: - Supports full online, browser-based creative development, approval and publishing workflow - Provides a single repository for source files required to create and/or modify creative creating a creative hub that can support multi-agency / creative team collaboration and interaction