U-Haul Digital Marketing Plan

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U-Haul Digital Marketing Plan

  1. 1. U-Haul Digital Marketing Plan The Next Generation
  2. 2. U-Haul Background• A do-it-yourself moving and storage operator in the United States and Canada.• Rental trucks, trailers, specialty rental items, and self-storage spaces• Its fleet consists of about 101,000 trucks, 82,000 trailers, and 33,000 towing devices• The company was founded in 1945
  3. 3. Challenges and Goals• Logistics – Having trucks at the right places, at the right time• Reaching younger markets• Maintain continual improvement• Pursue proactive solutions to pollution prevention
  4. 4. Current News• Gas prices are always increasing• Americans are buying smaller, compact cars – Better gas mileage – Worse for moving and traveling• College student numbers are on the rise
  5. 5. The New Plan• Targeting 18 to 23 year olds (college students)• Campus Representatives – Each creating a school, U-Haul Facebook Page – Holding events around campus – Incentives for getting people to rent from U-Haul• Offering 10% off first rental for college student
  6. 6. New Era Social Media• Hire a full time workers: Facebook, Twitter, YouTube and more – Post new content daily – Interact with customers• Hold contest and giveaways weekly• Advertise on Facebook (Clicks)
  7. 7. Social Media Integration• Facebook contests – Require a “Like” and comment• Twitter contests – Require a Follow, Tweet, and Shout Out• Website Blog – Diary of the Company – Written by Full Time Worker – Weekly pieces by customers
  8. 8. Metrics of Success• Measure of – Increase in college sales – Increase in Facebook likes – Increase in twitter followers• The change in the number of sales for 18 – 23 year olds• Tracking revenues in college towns
  9. 9. The Budget• Total Marketing Budget: $20 million• Total Digital Marketing Budget: $10 million – $4 million in promotions – $4 million to college rep programs – $2 million to social media needs and staff
  10. 10. The Timeline• Busy Seasons – End of August – End of April, Beginning of May• Slow in the Summer months• Increase of popularity from September to May• Representative hiring in the summer

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