Strategy+Design

 

The Challenge

A growing local storage company going head-to-head with national brands.

Storage for Your Life is a mid-sized self-storage facility based within four growing communities throughout Vancouver’s Lower Mainland. When Storage for Your Life approached us, they were an organization with too many tactics that spread their marketing efforts too thin. They required  a professional, yet approachable brand position to make the most of a new integrated marketing strategy.

The Strategy

Focus on quality over quantity to facilitate effective communication and take advantage of the growth in local search activities.

We started our engagement with a thorough brand audit that included a secret shopper exercise to investigate what made the company unique and so well liked. This exercise yielded some key elements about why customers love to do business with Storage for Your Life, such as friendly service. We crafted the brand position to align with how communities used and connected with the organization but also played on the company’s identity: Self Storage For Your Ever-Changing Life. Our goal was to create multiple impressions of this position over the next 18-24 months so that ultimately Storage for Your Life would be recognized well in the communities.

Once the insights were collected, we developed a streamlined integrated marketing plan that focused only on effective marketing, eliminating anything that did not perform. The refreshed brand image combined with the timely marketing roll-out positioned Storage for Your Life to take advantage of the seasonal nature of the rental storage business.

The Result

Relevant marketing drives awareness in each of Storage for Your Life’s markets.

An integrated marketing campaign leveraging quality, relevant marketing opportunities drove awareness in each of the markets and enabled the new brand message to connect with customers. Based on our insights about the customers, we were not afraid to try out new marketing activities to enable the company to spice things up and appeal to a new generation of audience and shoppers with their modern expectations. The campaign included outdoor marketing (billboard and transit shelters), online advertising , social media conversations, development of a new transactional website, print ads and banners which were all geared to explain the updated position of Self Storage for Your Ever-Changing Life.

With this step-by-step marketing approach, we completed the update of the brand and brought a fresher, more competitive story to the market.