Keeping Track of BNSF Railway’s Operations Center

Early last year, our client BNSF Railway began renovating its network operations center in Fort Worth, from which its 32,500-mile rail network is managed. BNSF dispatchers authorize the movement of every train across the network, in 28 states and three Canadian provinces, handling around 500 train starts a day. The nearly $20-million renovation of the…

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You’ve Got Email!

How do most marketers judge the success of an email marketing program and what tactics do marketers most associate with achieving that success? A survey by Campaign Monitor in partnership with Ascend2 provided this insight: Marketers surveyed considered the following four metrics the most useful indicators of performance (in ranked order): Click throughs List growth…

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Good Design That Serves the Public Good

In John Cary’s recently published book Design for Good (with a foreword by Ursuline of Dallas alum Melinda Gates), there are case studies of public-interest architecture from all over the world. One of them features a project right here in Dallas: The Cottages at Hickory Crossing, a development that was built by the Central Dallas Community Development…

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The Craft of PPC

  PPC, or pay-per-click, is also known as SEM, or search engine marketing, or paid search, or simply as AdWords, since the marketplace has been dominated by Google. Executed successfully, a PPC campaign is a process of learning and refining. KPIs are established — account sign-ups, sales, catalog requests, etc. Investments are increased for those…

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The Verdict: 35 New Lawyers

In 2013, when we first met with Judge Royal Furgeson, founding Dean of a public law school that did not yet exist in downtown Dallas, we all anticipated the event that has just happened: UNT Dallas College of Law, which opened in 2014 to serve one of the most diverse group of students at any…

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Your Good Name

Andrew Elliott, whom we report to on a sequence of assignments for mobile phone manufacturer ZTE, was featured this week in a panel discussion on “Reputation & Risk,” published in the Dallas Business Journal. Andrew is Vice President, Strategic Marketing at ZTE (USA), which has become the 4th largest supplier of handsets in the United…

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Breaking the Glass Ceiling in Steel

Her true mettle has been recognized by Commercial Metals. Congratulations to Barbara Smith on becoming the CEO of CMC. Barbara was profiled on September 21st in an article in the Dallas Business Journal. Read it here.

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In Praise of Water

For all the destructive power of water, as witnessed so powerfully in Houston and along the Gulf Coast, it may be well to remind ourselves of water as a healer. Our client Lake Austin Spa Resort has designed a menu of water-themed activities around the writings of marine ecologist Wallace J. Nichols, author of the…

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On Track To Recovery

We support the marketing communications efforts of BNSF Railway, a Berkshire Hathaway company, and the second largest railroad in the United States, with a 32,000-mile network. We also applaud the efforts of BNSF employees in the Houston area in the aftermath of Hurricane Harvey. In ordinary times, maintenance of track to ensure safety and perfect…

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Keeping Track of Clients In The News

The University of North Texas is in the news for multiple reasons. UNT Dallas College of Law, our client, recently received provisional accreditation for its innovative law school, and, following the announcement of the retirement of UNT Chancellor Lee Jackson, news arrived (in the Texas Tribune and elsewhere) of the appointment of former NASA administrator…

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