The Woman Who Brought a Dossier to a Basketball Game

At Customer Contact Week in Las Vegas, UJET showed up as the underdog with a basketball-themed booth, Jettie basketballs, and a Pop-a-Shot game. But behind the pipeline goals, the company's social media and community marketer, Vanya Hoffman, had one private, single-minded mission: meet Shaquille O'Neal. She documented the whole lead-up on LinkedIn as 'Operation Shaq' — complete with a laminated, spiral-bound 'Dossier,' a custom #37 'Dr. O'Neal' ujet.cx jersey, and relentless good humor. It worked. She got on stage, handed Shaq the jersey, and walked away with signed memorabilia and a story that outshined every booth on the floor.