THE MARKET DYNAMIC

The client was operating within an industry whose image was characterized by the public as being composed mostly of movers who were not punctual, careful, courteous, presentable, responsible or professional when it came to moving an individual’s or company’s belongings. Contracts were driven by price and crews were constantly being turned over leaving many inexperienced movers on the job.

THE CHALLENGE

The main marketing challenge was to completely change the public’s bad perception of moving companies and their crews to one that embodies professionalism, responsiveness, customer sensitivity and experience. We needed to re-brand the company in such a way to neutralize the bad industry image and attach a new professional image to the client’s company. The main marketing challenge was to completely change the public’s bad perception of moving companies and their crews to one that embodies professionalism, responsiveness, customer sensitivity and experience. We needed to re-brand the company in such a way to neutralize the bad industry image and attach a new professional image to the client’s company.

THE STRATEGY

First and foremost, we needed to reposition the company as a “The Professional Mover” serving the New England area.  In order to achieve that image, we created a new corporate logo and positioning line “Supporting Your Every Move” and applied it to all marketing support tools including stationery, trucks, uniforms and promotional materials. A newly designed web site was used to launch the new branding. All visuals and copy focused on delivering professional, experience, responsive and caring messaging.

THE RESULTS

The new campaign was recently launched, the results of which are being monitored.