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RSI: Taking on the Big Guys — and Winning

Road Systems, Inc. (RSI) is a nationwide supplier of highway safety products — specifically, guardrail end treatments. Their major competitors are long-established corporate giants with worldwide reach and manpower.

RSI retained Farris Marketing in 1999, and the combination of RSI’s product innovation and Farris’s attention-getting marketing was the formula for a true “David vs. Goliath” success story. Today, RSI no longer has the look of a “little company,” but is positioned as the equal of its competitors. As a result, they have nearly doubled their share of the market.