Marketing Competition Announcement Letter 04.doc

Richard F. TimmonsPresidentJanuary 9, 2004TO:FROM:RE:ASLRRA MEMBER RAILROADS’ MARKETING OFFICERSRICHARD F. TIMMONS2004 ASLRRA MARKETING AWARDS COMPETITIONThe American Short Line and Regional Railroad Association proudly announces theNinth Annual Marketing Awards Competition, which is open to all ASLRRA memberrailroads.In 2003, a panel of three distinguished judges selected three top marketing initiatives.Each winning entry received an engraved award specially designed for the Association.This year we will make the presentations in April at the Annual Meeting and Exhibition inSt. Louis, Mo.Please review the enclosed brochure and think about your railroad’s operations and themarketing concepts you have implemented or completed in 2003. The competition isopen to all member railroads and neither the railroad’s size nor project size will haveany bearing on eligibility or outcome. If your company has developed a websitepresence promoting your operation and enhancing customer service, you should alsoconsider entering.Entry guidelines are outlined in the brochure. Take a moment and submit your entrytoday. All entries must be received by March 12, 2004. I encourage all memberrailroads to join the competition. Short line and regional railroads are among the mostinnovative and successful marketing people in today’s railroad industry. We need todemonstrate to our peers and to present and potential customers how we get the jobdone.REMEMBER, ALL ENTRIES MUST BE SUBMITTED TO THE WASHINGTON OFFICE(IN TRIPLICATE) BY MARCH 12, 2004.Call Matt Reilly for more details at 202-585-3434, and thanks for joining the competition.

WHO SHOULD ENTER?Any ASLRRA member railroadwith:• A proven MarketingProgram or concept• An innovativerelationship in providingcustomer service• New concepts, methodsor models forunderstanding yourmarket and/orcustomers• An internet presencethat promotes yourrailroad operation• Inventive promotion ofe-commerce and itsrelationship to yourorganization.PREVIOUS YEARS’ WINNERS2003Nittany & Bald Eagle Railroad CompanyToledo Peoria & Western RailwayWisconsin Southern Railroad Company2002New York & Atlantic RailwayDallas, Garland & Northeastern RailroadIndiana Southern Railroad, Inc.2001Philadelphia, Bethlehem &New England Railroad CompanyHeart of Georgia RailroadToledo, Peoria and Western Railway2000Central Oregon & Pacific RailroadSt. Lawrence & Atlantic Railroad Co.Providence and Worcester RailroadIndiana & Ohio Railway1999Arkansas Midland RailroadGeorgia Central Railway, L.P.St. Lawrence & Atlantic Railroad Co.1998Cedar Rapids & Iowa City RailwayCentral Michigan Railway Co. andHuron & Eastern Railway Co.Puget Sound & Pacific Railroad1997Central Oregon & Pacific RailroadIowa Interstate Railroad, Ltd.St. Lawrence & Atlantic Railroad Co.1996Crab Orchard & Egyptian RailroadIndiana & Ohio Rail SystemLancaster & Chester Railway Co.For further information, contact:American Short Line andRegional Railroad Association50 F Street, N.W., Suite 7020Washington, DC 20001-1536(202) 585 3434; Fax (202) 628-6430www.aslrra.orgaslrra@aslrra.orgAMERICANSHORT LINE ANDREGIONALRAILROADASSOCIATION2004ASLRRAMARKETINGAWARDSCOMPETITIONCelebrating customer serviceand successful marketingconcepts and techniques inthe small railroad industry.

HOW MANY PRIZES AREAWARDED?Three. The panel of judgesselects the top three entriesbased on three factors and allthree will receive the specialASLRRA Marketing Award.WHAT IS THE DEADLINEFOR SUBMITTINGENTRIES?Friday, March 12, 2004WHEN WILL THE PRIZESBE AWARDED?The special ASLRRA MarketingAward will be presented atASLRRA’s Annual Meeting andExhibition in St. Louis, Mo.onApril 23, 2004.WHO DO I CALL FOR MOREINFORMATION?Call Matt Reilly at ASLRRA at202-585-3434 for additionaldetails.HOW DO YOU ENTER?Provide ASLRRA with a writtendescription of the marketingaward entry in sufficient detail topermit outside judges to reviewthe essential elements of yourmarketing initiative. Photos andvideo tapes are welcome, butnot necessary, and if submitted,there must be three completesets of photos, or videos toprovide the judges, and cannotbe returned.Send your entry to:Matt ReillyASLRRA50 F Street, N.W., Suite 7020Washington, D.C. 20001-1536CAN A RAILROAD SUBMITMORE THAN ONE ENTRY?Yes. The purpose of thiscompetition is to demonstratethe unique role of short line andregional railroads in serving andexpanding their customer base.A railroad may have separatemarketing programs based ondifferent customer needs. Eachentry is eligible to be submittedseparately for judging.The ASLRRA MARKETINGAWARD is based on these threefactors:• Small Railroad FactorAbility to use the unique characteristicsof a short line orregional railroad to developnew business and consistentlymaintain existing customers;to work successfullywith economic developmentauthorities and Class I railroads;to be a positiveeconomic factor in a community;and to establish strongrelationships with thecommunity and shippers.• Customer Service FactorAbility to identify customerneeds, shape railroad serviceto meet those needs; react tomarket conditions with innovativeand workable solutions.• Success FactorAbility to translate marketingconcepts and proposals tosolid successes in gainingand keeping new and/orexpanded business opportunities.