Research defines branding strategy
Through research and a depth of essential insights into customer needs and wants, ARENDS determined that ExpressYard could achieve a competitive distance by positioning itself as the only provider with a system robust enough to handle the operations of an entire maintenance facility. An overall branding program was built to articulate this competitive advantage.

Branding program launches at major event
A high-profile booth featuring attention-grabbing graphics and impactful messaging was utilized to announce ExpressYard’s new positioning at the industry’s largest trade event, the Railway Supply Institute (RSI) show. The exhibit was an overwhelming success, effectively launching the brand and producing numerous immediate sales leads.

Extending brand across print media
A series of full-page and supporting quarter-page ads, developed for industry trade publications, broadcast the promise of increased efficiency and profitability for the entire maintenance operation. Calls to action included factual white papers and demos.

Moving minds and key titles directly
Targeted direct mail was sent to key decision makers and influencers (Owners/Presidents/CEOs, Chief Maintenance Officers, Inspectors and Billing Clerks) in railroad repair shops. Each piece was uniquely targeted to each individual with appeals to specific pain points. The mailers made respondingeasy, and featured unique landing pages, a toll-free phone number and a fax back form for respondents to get more information.

Emailed invitations to experience the brand
Broadcast emails were sent to the registered attendees of the 2007 NARMO show inviting recipients to visit the ExpressYard booth during the show in order to find out how they can “Energize your bottom line with the most comprehensive railcar repair operation solutions system on the market.”

Compelling collateral closes sales
Several new pieces of collateral were developed to assist ExpressYard’s sales team in bringing the new marketing message to prospective customers. A two-page “introductory” brochure and an eight-page “main” brochure convey all of the features and benefits of the ExpressYard software. Other data sheets were produced to focus on highly specific topics that are important to key purchase influencers such as handheld units and ROI.

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