Fort Knox

Fort Knox are leaders in self storage solutions with 10 great locations around Melbourne, competitive prices and a dedicated team of experienced ‘Storage Gurus’ on site to help. A high performing business in a growing category, the immediate challenge posed to Rhyme & Reason was how to capture the unrealised value in available revenue by maximising capacity across the portfolio.

Optimising tenancy, minimising churn and growing local area brand equity were first quantified as specific, measurable and achievable business marketing objectives for the period. Typically, domestic customers prefer to use self-storage that is five to eight kilometres from where they live, so geographic segmentation along with generational and behavioural targeting was central to the strategy.

Moving, downsizing, long-term renovations, deceased estates and divorce are all factors in the relentlessly increasing demand for off-site storage. A wave of downsizing baby boomers and retirees needs a place to put a lifetime of accumulated memories. Millennials moving into increasingly crowded, high-demand downtowns require extra space. Australia’s inner cities are densifying and living patterns trend towards communities comprised of apartment dwellers. People relocating for work or study between cities or around the world move belongings into self-storage units. And now representing a growing % of the market, small businesses and start-ups want room to store excess inventory.

In response to these trends, Rhyme & Reason established the Creative Direction “FREEDOM TO MOVE”. A brand repositioning that empowers Fort Knox to communicate with meaning across very different target audiences and the great variety of forces driving demand. Specific campaign messaging has been extended with Local Area Marketing initiatives now in implementation to maximise each locations capacity and maintain optimal performance across the portfolio.

Services

• Brand Positioning
• Customer Segmentation & Targeting
• Campaign Planning