Burlington Northern and Santa Fe Railway
Leading
provider of transportation services and solutions
Communications (Value Proposition Work)
Challenge
A self-directed team of marketing and sales
professionals in the Consumer Products Business Unit at BNSF was
charged with developing a communications strategy to effectively
convey the benefits of its railroad services across seven distinct
business segments. The team wanted a brand marketer with positioning
experience to facilitate this process and bring a fresh perspective
to their work.
Result
Marketing Moves approached the project by creating a message map
and solutions matrix across the seven business segments to identify
the core value commitments important to BNSF's customers. This established
the framework needed to develop a compelling value proposition that
communicated the BNSF difference relative to customer needs. We
also recommended a comprehensive communications strategy to heighten
awareness of BNSF's unique service benefits.
Testimonial
"The value proposition work performed by Marketing Moves generated
succinct, clearly articulated value propositions stated in terms
relevant to our target audiences. We were impressed with Marketing
Moves' creative approach to our challenge and fast turnaround on
each phase of the project."
Edward McNack
General Director, Marketing Support
The Burlington Northern and
Santa Fe Railway Company
Fort Worth, Texas
Close
Window
|