The total value our client New York Air Brake provides to its customers is equal parts amazing products and intangibles like superior customer service and on-time delivery. SMS helped articulate both sides of the equation with a branding and advertising effort that brings to life the theme "Everything we do is Engineered to Outperform." Striking a deliberate and careful balance between technology and people, the effort included 'corporate' ads, product ads, collaterals for trade shows, video, internal communications, and more.
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SMS was engaged to develop this video for the Railway Engineering-Maintenance Suppliers Association (REMSA). Headquartered in Washington, DC, REMSA is an association that represents suppliers of the MoW segment of the RR industry. Designed to provide a top-level view of REMSA's mission, the video includes perspectives from staff, board members, and association members alike.
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SMS does Railway Interchange 2017 - We're super-excited to have played a dynamic role in promoting the Railway Interchange 2017 show in Indianapolis, Indiana in September 2017. Click the image at right to see how many ways we engaged with RI17! (LEARN MORE)
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A new product development initiative that costs a manufacturer millions warrants a hard-hitting, comprehensive, and consistently messaged product launch campaign. Case in point is the “Do the Math” campaign SMS created for New York Air Brake / Train Dynamic Systems. Comprised of tools for the channel, customer presentations, print advertising, digital ads linking to traffic-tracking landing pages, and a workbook that both speaks to and engages with rail industry’s many influential ‘economic buyers’ – this campaign does the trick.
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SMS develops the trade show booth concepts, copy, and graphics for train control supplier, New York Air Brake. Shown here is the 40x70 booth that served as NYAB's headquarters at the Railway Interchange 2015 show in Minneapolis, MN; the booth included a welcome center, multiple product demo stations (several of them interactive), and a private conference room where business development managers could meet with customers right on the show floor. SMS also supported the show with both print and online advertising, electronic invites, collateral materials (including videos), editorial meetings, an off-floor hospitality suite, and customized system for lead-capture and post-show follow up.
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Seeking more exposure for its co-sponsorship of the Railway Interchange 2015 trade show, DC-based Railway Supply Institute enlisted SMS to develop a show highlights video, interview RSI members about their experience with the event, and develop/launch the resulting videos on a new RSI YouTube channel right from the show. (Shown here is the highlights video.) The series of interview videos not only provided exposure for RSI members, they provided material for promoting future RSI trade shows and the association's advocacy efforts in Washington.
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Among the many collateral materials SMS produces for New York Air Brake are these handy pocket guides. (Shown here are the guides cross-selling OEM and aftermarket parts.) Much appreciated by NYAB's sales force, these portable and durable tools serve as stand-and-deliver presentation pieces, leave behinds for sales calls, mailers, and handouts at trade shows. Also of note, the SMS-developed E2O brand mark (shorthand for Engineered to Outperform) are a prominent design element, reinforcing the position of NYAB and its parent company Knorr-Bremse as worldwide innovators in train control technology.
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American Railcar Industries (ARI) utilized SMS to develop this Railway Interchange booth to build brand awareness and cross-sell both existing and prospective customers the company's range of services - which include new rail car construction, leasing, and repair services. Our booth design allowed for 360 degree "easy access" and five distinct display areas, while still providing a second-story platform that enabled business development staff and company management to conduct private customer meetings at the show, by way of maximizing ROI.
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Anchor Brake Shoes, a subsidiary of NYAB launched an innovative, semi-metallic brake shoes that effectively 'repair' wheel surfaces during application through an additive (rather than 'grinding') process. SMS helped ABS develop the WheelSaver brand name, logo, and a comprehensive launch campaign including print ads, online banners, website, direct mail, trade show materials, and public relations.
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Each year, SMS assists Irving, TX-based Train Dynamic Systems with its LEADER User's Conference - a gathering of railroad operators using of TDS's immensely powerful LEADER train control and energy management system. The event fosters customer-to-customer communication (e.g. sharing of best practices and experiences) - while providing TDS with customer feedback to better inform product updates, improvements, and next-gen features. Similarly SMS assists TDS and its parent company, NYAB, in writing, distributing, and analyzing data from annual customer service quality surveys, which capture customer feedback for enhancing the both companies' services, reducing errors, and identifying areas for future product and service investments.
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