Profound Marketing Strategy of Union Pacific – with STP Analysis

Updated on: Nov 7, 2022
marketing strategy of union pacific - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In the previous article, we discussed the marketing strategy of RITES. In this article, we will discuss the marketing strategy of Union Pacific

We all are aware of the increasing craze of digital marketing around the globe. Everyone is becoming digitally addicted.

In this situation, to connect with the target audience it becomes important for companies to use digital marketing in their business. 

To get to know what digital marketing is and its variants in it, do watch IIDE’s Free Masterclass.

Now let’s get into the Marketing strategy of Union Pacific. 

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About the Company

marketing strategy of Union Pacific - logo

Source – Morris Law Firm

 Union Pacific Railroad Company is also known as Union Pacific founded in 1862.

Union Pacific Corporation (NYSE: UNP) is one of America’s main transportation companies. The Union Pacific Corporation, whose main office is located at the Union Pacific Center in Omaha, Nebraska, also owns and operates the Union Pacific Railroad as its chief operating company.

 Its essential working company, Union Pacific Railroad, is North America’s most suitable railroad franchise, masking 23 states throughout the western two-thirds of the United States. 

Union Pacific is a freight-hauling railroad that runs 8,300 locomotives over lines spanning 32,200 miles (51,800 km) through 23 different U.S. states west of Chicago and New Orleans.

Reporting marks for the railroad include UP, UPP, and UPY. After BNSF, with which it shares a duopoly on transcontinental freight rail lines in the Western, Midwestern, and Southern United States, Union Pacific is the second-largest railroad in the United States

Quick Stats – 


Lance M. Fritz

Area served 23 U.S. states west of Chicago and New Orleans
Industry Railroads
Revenue $21,804 (2021)
Vision Build America for all generations through connecting our nation’s corporations and groups to every different and the world.
Tagline “Building America”


Marketing Strategy of Union Pacific –

Let’s start the marketing strategy of Union Pacific with its STP Analysis.

Segmentation – Union Pacific segments its services in –

  • Transportation of chemicals,
  • coal,
  • food and food products,
  • forest products,
  • grain and grain products,
  • intermodal,
  • metals and minerals,
  • automobiles and parts

Targeting – Union pacific targets the Business which require transportation and logistics services.

Positioning – Union Pacific has positioned itself as North America’s premier railroad franchise.

Marketing Campaigns

Developing a Union Pacific Corporation marketing strategy requires a comprehensive market analysis. This can be done through quantitative and qualitative assessments of customer markets.

Information gleaned from market research helps Union Pacific Corporation management identify new opportunities, highlight potential threats, and understand how they relate to the company’s key strengths and weaknesses. 

marketing strategy of union pacific - marketing campaign

Union Pacific has become the largest railroad network in areas in the US such as  Chicago, Missouri, Kansas, Texas and other states. It covers 32,100 miles of network coverage which is ⅔ rd of the country.

It provides the customers to transport goods on rail-owned ship containers or in private equipment. Now let’s discuss the few marketing campaigns set by them.

Recently Union Pacific and TPT NOW are partnering to make rail safety part of family conversations by launching a national multilingual rail safety campaign on multiple platforms.

  Union Pacific’s Ashley Stinebaugh stocks how they have got joined greater than three hundred businesses in taking the Operation Clean Sweep to pledge, sharing first-rate practices as all of our paintings are closer to accomplishing zero plastic pellet loss and preserving pellets out of our waterways.

  Union Pacific and Make-A-Wish Wyoming joined collectively to offer Chaston, a 16-year-antique Louisiana boy struggling with a crucial illness, an up near and private excursion of Union Pacific’s Big Boy #UP4014 steam locomotive.

Union Pacific makes use of a couple of approaches to sell its emblem and attain extra clients. It runs TV classified ads and print commercials in newspapers and different advert campaigns.

It makes use of virtual approaches to attain its clients and add a totally powerful public family members team.

Social Media Marketing

  • Facebook – 173K followers
  • Twitter     –  55.8K followers
  • Instagram –  56.9K followers
  • Linkedin    –  157,987 followers

Union Pacific is the most followed on Facebook. They only post about the rails.

SEO Strategies

marketing strategy of union pacific - ubersuggest seo screenshot

Source – Ubersuggest

In accordance with the SEO standards, organic keywords less than 500 are bad, more than 1000 are good and more than 10,000 are amazing. And as seen in the image above Union Pacific has 468K+ organic keywords which are excellent.

Union Pacific has monthly traffic of around 617K which is impressive as above 20,000 is good.

Influencer Marketing 

At this point in time Union Pacific does not use any influencer marketing. And being in the railroad business it is fair on their side to not use it.

E-Commerce Strategies

Union Pacific has its website on which Detailed data about the services they provide and multiple things about the company are mentioned. But you cannot book services from the website they have a separate app for that.

Mobile Apps 

Union Pacific has 2 Mobile apps available on the play store – 

UPGo – this app helps you in booking the services. This app has 3+ ratings and 50T+ Downloads on the play store.

MyUPRR Mobile – This app helps in tracking shipments and managing bills. This app has 3+ ratings and 10T+ downloads.

Content Marketing Strategies

Union Pacific has some news releases on the official website that defines the services.

This brings us to the conclusion of the marketing strategy of Union Pacific.

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Conclusion – What’s unique about the marketing strategy of Union Pacific?

Union Pacific’s undertaking is to paint for the best of its customers, shareholders, and communities.

Per their ethics and values, they keep the promises and make them happen with maximum effort. So, clients much prefer to go with them.

The Building America Report provides a top-level look at their progress in achieving the goals surrounding Union Pacific’s ESG approach: Building a Sustainable Future 2030.

Now you know about the Union Pacific company and their marketing approaches for being a competitive lead. 

As you saw the need for digital marketing in this case study. if you want to become a pro at digital marketing take up IIDE’s Online Digital Marketing Course.

Thank you for taking the time to read this, Keep reading such case studies on IIDE Knowledge Portal.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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