Back in the day, radio frequency identification (RFID) tags were individually pinned to cattle’s ears.  This allowed the ranchers to keep track of their livestock as well as save information about each animal. 

Today TransCore is using the same same technology to tag trains. The railroad industry has been using an archaic system for automatic equipment identification (AEI) data from passing trains.  This information about the cargo, freight distribution and train mechanics was often faulty and was not as informative as it could be. 

TransCore saw the need for better visibility and security for shipment tracking and distribution, so they created the Train Recording System (TRU).

TRU combined with the multi-protocol rail reader (MPRR) will strengthen the AEI information network while reducing the maintenance cost.  

We took the route of pitching this campaign as ‘over the years, locomotives have advanced, shouldn’t your AEI system?’. 

With this new system trains now operate more like our cars — sensors in the engine send signals to the dashboard to let to driver know the vehicle is overheating. With trains, the MPRR attached to the wheel bearings, for example, send signals to TRU to let the engineer or conductor know that the bearings are too hot and need maintenance. 

Instant information is power. Isn’t it time you and your equipment really started talking?

Ever marvel at the fact that you can order  a Christmas gift just a few days before the BIG DAY and it arrives just in time to make it into that stocking? Well credit the fantastic teams at UPS and BNSF who each and every year dedicate themselves to ensuring on time delivery, every time for their customers.

Every year when Black Friday hits, BNSF launches the Peak Performance campaign in conjunction with their key partner, UPS. Peak Performance is internally driven, developed to motivate an already incredible work force that takes great pride in maintaining excellent customer commitment standards, despite the incredibly hectic and stressful holiday season.

The Peak Campaign is a high profile initiative because of both its importance and its long-standing history. Blanchard Schaefer is proud to have created three years of Peak Performance campaigns. 2009 and 2010 are shown here. We’re hard at work on the 2011 creative along with BNSF and UPS.