This solution needed to reflect the no nonsense business environment of this industry. We needed to expand beyond the "good old boy" relationships as the rail lines were being acquired by larger corporations and needed the services/products provided by a professionally focused supplier. We were able to convey a consistent brand image and cross sell the capabilities of American Railroad through an advertising and direct mail campaign. At one point we were asked to reduce the advertising exposure to help relieve the overload of business. This turned out to be a very cost-effective campaign that had a long shelf life and the flexibility to be modified on short notice.