MAKING A MOVE TO GROW BUSINESS DURING AN ECONOMIC DOWNTURN.
Due to the recession, Allied Van Lines, a leading national moving and corporate relocation company, needed assistance in growing their customer base. Perceived as an expensive long-distance mover by the marketplace, Allied sought to reposition themselves as a cost-effective option for moves of all sizes and distances, including local.
As an ever-increasing number of consumers begin their search for moving services online, where they can search by proximity, compare rates and find user reviews, if Allied wanted to capture more business, they needed to substantially upgrade their online presence.
Using a comprehensive, data-driven online narrowcast campaign, Plan B developed “Relax. We Carry the Load,” a national rebranding program built to expand customer perceptions across multimedia platforms, while supporting Allied agents locally.
The digital campaign, leveraging behavioral and contextual targeting, tracked various offer’s effectiveness and allowed for customer service representatives to pinpoint customers’ needs for appropriate routing. A comprehensive library of customizable assets, including direct mail, print, TV, radio and other materials, was developed for local agents.
The “Relax…We Carry The Load” effort made the numbers move. The comprehensive online strategy, coupled with a nationwide focus on bolstering local support led to a 3.5x increase in sales over Allied’s original goal.
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