Case Study

Norfolk Southern

Positioning the Thoroughbred of Transportation

Photo: Norfolk Southern website

Norfolk Southern Corporation has been part of Write Well Media's family almost since the company's founding in 2002. Company founder Deborah Huso once worked in the railroad's labor relations and corporate communications departments before developing her own agency. The relationships she developed while there have cemented even further over the last decade, and today Write Well Media is a key part of this Fortune 500 company’s communications team.

Corporate Communications

Write Well Media was a central part of the team that overhauled the NS web presence in 2013, with Deborah working specifically on messaging for the website's real estate, personnel, shipping, and short lines sections. A rarity in the marketing world, Deborah had the industry knowledge and nomenclature background to provide extensive web copy and critical feedback for the new corporate site.

Write Well Media has also promoted Norfolk Southern in the media world, assisted with the development of social media marketing campaigns, and even written company white papers for presentation before the Surface Transportation Board.

Photo: Norfolk Southern Sustainability Reports

A Culture of Sustainability

For five years running, Write Well Media has been contributing to the annual NS Sustainability Report, which details the efforts of the railroad and its employees to work toward promoting greater economic sustainability, energy efficiency, and community awareness. It is no small thing that both Deborah and Director of Design Courtney Darling launched their careers at this Class I railroad.