Ironhorse Resources

(Illinois, Tennessee, New Mexico, Texas, Arizona, Louisiana)

Ironhorse Resources presented a unique opportunity for The FOURCE to develop a marketing strategy that would bring three different businesses together under one flagship website. Ironhorse Resources owns 9 Short-Line Railroad Companies, a Trucking Company and 5 Transload Operations. All of the Rail Lines have local historical names that are indicative to their home region. The development of the website began with creating a brand architecture that would  allow for localization while working within the parent brand. Timing was important to get the website up and running as Ironhorse was expanding its footprint with two new locations in Arizona. In addition, the site was developed to be a recruiting tool for new truck drivers – whose average age was 50. The new site and accompanying ad campaign led to an increase in applications by drivers with an age of 25-35.