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UPS Freight

Key Objectives:

  • Revamp program to create additional excitement and allow for additional users from UPS partners (125% increase in participants).
  • Develop and deploy new self-directed online training for Drivers and Managers. Add an incentive component for Managers to spur activity.
  • Re-communicate the program to add excitement and launch the program for newly-added participants.
  • Continue basic structure of the existing program, which is targeted at decreasing preventable accidents, OSHA recordable injuries, damage to UPS equipment, and violations while increasing overall safety awareness.
Incentive Services’ Solution:

Program Design:

The Incentive Services team met key leadership figures within UPS Freight as well as members of the UPS Health & Safety division to first understand their objectives. I.S. then proposed a refined program complete with a new technology platform, new communications theme, custom training content, and re-designed program rules to UPS for approval.

The program premise from the previous program remained in place; Drivers would be awarded quarterly safety points provided they did not have any preventable vehicular accidents, OSHA recordable injuries, or violations. In addition, Drivers could not commit any damage to UPS equipment (trucks, trailers, etc.) and must attend required quarterly safety meetings. If Drivers met this criteria, they would earn a quarterly payout of 20,000 at minimum (up to 60,000 per quarter) based on the number of consecutive quarters they have been safe.

In addition to the existing rules, I.S. proposed the development of a self-directed training component on the new program website that would allow drivers to login and complete monthly training modules. Drivers would be required to successfully pass a quiz following each training module; by doing so, each driver would have training points instantly deposited into their account. Also, Managers earn a point payout based on the completion percentage of their driver group.

I.S. also proposed implementing a quarterly sweepstakes that would award drivers who met both the quarterly safety criteria as well as completed the 3 training modules available each quarter.

Once the high-level program design plan and budget specifications were developed, the Incentive Services design and delivery teams scheduled recurring meetings with UPS leadership to start working through the program re-launch plan.


To effectively communicate the program to drivers, Incentive Services developed a new look and feel for the “Road to Rewards” program. A new program catalog was designed as well as an individual driver brochure that re-communicated the quarterly safety rules, introduced the training element, and included detailed instructions on how to login to the new program website. In addition, a program poster was developed displaying the new website URL.

New quarterly point statements and program envelopes were developed with the redesigned theme. In addition, a promotional flyer was developed and sent with the first batch of statements introducing the quarterly sweepstakes rules. The I.S. Media Production team flew to Atlanta to film an introduction video of the UPS Freight Vice President of Transportation announcing the program re-launch. The video was designed to be linked on the new program website and viewed by participants upon their first login to the new site.

Catalogs, brochures, posters, Manager instructions, and a DVD copy of the intro video were sent to each location. Location Managers then held safety meetings to re-launch the program with drivers.


The I.S. training development team worked with UPS to convert existing training content into a self-directed, flash-based system. One module was developed for each month of the calendar year.

Each quarter, drivers would be expected to complete the three interactive training programs available. Each module utilizes “click-thru” technology to help engage drivers when taking the training. Upon the conclusion of each module, there is a 10 question multiple choice quiz that must be passed (100% score). Drivers would earn points upon successfully passing each quiz. Managers were also given access to the training so they could help effectively train their drivers.

Offline training CD’s were also developed for locations who requested them; these were great for drivers who had limited internet access. In addition, the offline discs proved helpful for drivers who had learned English as a second language; having the training on a disc allowed Managers to sit with these drivers and help translate while going through the training at their own pace.


With the addition of interactive training content, I.S. moved the current UPS program onto a newer technology platform. This allowed I.S. to integrate the new training directly into the program website and helped accommodate the larger user audience. The new website included:

  • Customized graphics that carry the new program theme.
  • A custom URL:
  • A hosted web version of the employee introduction video.
  • A link to online versions of program materials, such as the quarterly sweepstakes brochure (PDF Format).
  • An online UPS newsletter that featured Driver of the Quarter awards, location statistics, and UPS stories.
  • A complete online catalog featuring merchandise awards, travel packages, apparel, magazine subscriptions, and quarterly featured products.
  • Online administration function that allows UPS to pull training results by individual regions and then sort down to the location and individual driver level.

Analysis & Results:

Each quarter, I.S. Account Management develops both regional and operational level performance reports detailing safety statistics and training results. Reports are sent each quarter to location Managers along with their driver’s quarterly point

  • Results after year-one of the UPS Freight: Road to Rewards Program (2,500 drivers):
  • 9% reduction in vehicular accidents (2006 vs. 2005)
  • 30% reduction in Loss Time injuries / 38% reduction in DART injuries (2006 vs. 2005).
  • 70% training completion / certification in their driving fleet
  • 75% reduction in safety meeting absences
  • $7,000,000 in cost avoidance in 2006 resulting in an ROI of 23 to 1

Read the UPS Freight Case Study - PDF Format