CHALLENGE:
Building a new brand
ExpressYard was a start-up technology company struggling to grow in an old-world market segment. The rail business is traditionally reluctant to try anything new, and railcar repair yards had become complacent with software programs that were actually holding back their business. ExpressYard knew they could confidently close the sale if only they could get in front of their prospects… but that was their challenge.
INTEGRATED MARKETING COMMUNICATIONS:
These guys were different, and their brand needed to reflect that. We helped ExpressYard launch their business with a creative branding campaign that aligned their product evolution to the problems (costs) previously overlooked by railcar maintenance facilities. Guerilla marketing tactics during their first appearance at the industry's leading trade show, coupled with an eye-catching booth display, made the industry take notice. A media blitz featuring an ad campaign unlike any other in the trade pubs brought awareness to the masses that a game changer had arrived. The use of a multi-targeted direct mail campaign with specifically relevant messaging to the key influencers put this young enterprise on track for success.
