2. U-Haul
• Market leader of self-service truck rental
market, owns by AMERCO
• 1,300 retail centers, 15,000 independent
dealers in US and Canada
• Comparable price and convenience service
3. Customer
• Large number of potential customers
- over 40 millions people move within the U.S.
each year
Primary audience
• 18-34 male and female
- moving in town or in state for job
switching/education
- help parents/senior relatives to move
4. Competition
• Penske- Primary competitor, offering almost
everything same as U-Haul
• Budget- Trucks at a higher price
• Ryder- Higher price and provides lower quality
internet based service
• People hire moving companies or use their
own vehicles to move
5. Objectives
• Spread out the awareness of the brand
• Get more internet users to www.uhaul.com to
make the reservation or get to know about
the service
• Improve the company’s reputation
• Remaining people’s first choice for moving
truck rental
6. Strategy
• Search Engine Optimization
- Running key words like moving and truck
rental on Google and other search engines to
direct people to U-Haul’s home page when
they are looking for help at moving
7. Strategy
• U-Haul Forum
- Build a Forum under www.uhaul.com
- Divided the forum by each state or
province, have live receptionist or local
dealers to answer customers questions
- Have LRs explain customers’ complains as
quick as possible, in order to release the
pressure from uhaul-sucks.com
8. Strategy
• Public relation & collaborate
- associate with an environmental
conservation organization in order to run an
environmental protection campaign together
- present special deals for trailers to
encourage people to rent the trailer instead of
the truck, in order of reducing tail gas and
benefit the environment
9. Strategy
• Public relation & collaboration continue
- print pictures of animals endangered by the
global climate change on the trailers instead
of “Venture across America”. Tagging “with
the trailer you rent from U-Haul, you have
helped us working on saving ____(the animal’s
name)” at the bottom
- make the trailer more catchable on road and
better the reputation at the same time
10. Strategy
• Social media marketing
- Link the Facebook page of U-Haul to the
Forum. Land the audience into their own state
or province’s forum page when they click
through Facebook
- Invite people to follow the environment
protection campaign and share the
information about the endangered animals at
the Facebook page
