Case Studies Featured

$60MM Leading North American Storage Company Grows 30%

Thursday, October 19, 2017 by Charles Bulger

LEADING NORTH AMERICA SELF-STORAGE COMPANY

The Client

With 200+ self-storage facilities across the U.S. and Canada, this leading player in the competitive self-storage industry was struggling to keep up with new marketing trends. An internal marketing team of eight, with a mix of senior- and junior-level members, was experienced in traditional marketing channels like print and mailers. Top management felt concern about keeping up with an aggressive acquisition strategy that was adding dozens of facilities each year.

The Catalyst

Coupled with ongoing growth in the number of their facilities, the company’s nascent online presence did not match their larger size.  Prospective customers had trouble navigating to the company website and completing a review of pricing and facility sizes.  Also, new “aggregator” services inserted themselves online and drove up the cost of customer acquisition. In short, they needed to modernize their marketing to support growth, and to keep aggressive competitors at bay.

Considered Solutions

  • Recruit and hire experienced digital marketing experts in-house.
  • Retain an agency to design and maintain new online marketing campaigns.
  • Partner closely with us to build marketing assets and train the existing team to run them long-term.

Adopted Solution

Weary of their ability to vet and value any new hires, and the value of a traditional agency, the company chose to partner with Growth Partner on a renewable one-year partnership.  Immediately, we became their enhanced marketing arm of the business. In the first 100 days, we oversaw a relaunch of the website in both the U.S. and Canada. New content marketing strategies drove an increase in web traffic to the tune of 200% per quarter.  Lead scoring and optimization increased their ability to quickly route and service inbound phone calls to the call center, which led to an increase in facility rentals.

Net Impact

Through the course of what became a two-year partnership, we helped the $60 million company surpass a 30% increase in top-line revenue.  Inbound leads from the internet drove the growth, and cemented the company as a top competitor as they continued to expand their location footprint.  The internal team grew in size and scope, and now independently oversees all digital marketing campaigns.

We incorporate Growth Partner into each of our post acquisition plans - with our last add-on company experiencing nearly 100% revenue growth in 3 years.

Dale Polsello

Saloon Entertainment Co.

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