MOVING SYSTEMS
CONTENTS
1.
Introduction
2.
Real Talk
3.
Research
4.
SWOT Analysis
5.
The Big Idea
6.
The Creative Brief
7.
Rebranding
8.
Web
9.
App
10.
Social Media
11.
Print Ads and Displays
12.
Outdoor
13.
Video
14.
Radio Spot
15.
Direct Mail
16.
Promotional Items
17.
Public Relations
18.
Media Flight Plan
19.
Works Cited 1
INTRODUCTION Dear DMS Moving Systems Team, We here at Real Talk would like to thank you for the opportunity to work with you over the past few months. We especially appreciate the passion that you all put into your business. We’d like to think that we applied the same passion and integrity to the construction of this proposal that you do every day at DMS. In the past few months we’ve built a campaign that we feel accurately represents your past, while looking ahead to the future. We enjoyed working with you, and again thank you for the opportunity. Sincerely, Real Talk
REAL TALK
RYAN LOGAN
EMMA NOWINSKI
Book, Branding and Pictures
Web and Video
KEVIN MANZ
DONG MIN KIM
Radio and Survey
Research
GREG KOHLER
ALEC HANMER
Print and Research
Print and Research
RESEARCH 1. 2. 3.
Secondary History Established in 1955, DMS Moving Systems is a family owned business with locations in Canton, MI and Birmingham, AL. In partnership with Atlas Van Lines, the company provides relocation services to approximately 800 clients in over 140 countries. The company offers many services including local moving, international moving, and corporate relocation. They strive to meet customer’s expectations and provide the leading transportation service in the moving industry.
Competition DMS Moving Systems has two main competitors: Rose Moving Company and Two Men And A Truck. Any other Detroit-based moving companies that offer commercial moving services could also be minor competitors. Since most consumers are primarily concerned about price when selecting a moving company, we must overcome our competition’s larger flexibility on price lowering.
Target Audience The target audiences of DMS include family households, office workers and corporate groups looking to relocate. In this plan we will focus our attention primarily on the office workers and corporate groups as DMS has already established a firm footing in the residential market.
Some Key Findings • Every year, 43 million Americans go through a relocation process • About 42% of these are personal moves, while 40% are due to work and 18% are due to military or governmental relocations • Approximately 14.2 percent of Americans move annually • Of these annual movers, 60% stayed within the same county, while 20% moved to another county in the same state and the remaining 20% moved out of state • Nearly half of all moves occur in summer between the beginning of May and Labor Day • In their lifetime, the average American will move about 12 times
Demographics • The moving market primarily consists of people beteen the ages of 1834, with the highest concentration among those in their 20s • The move rate declines with age, bottoming out around the age of 50, but increases to under 2% around the age of 70, likely due to relocation to retirement homes and similar facilities • Among the 20-24 age group, 32% of females and 28% of males move each year • In the 30-34 age group, the percentages are almost identical, with 20.3 % of females and 19.3% of males moving • By age 40 this trend reverses, with 11.28% of females and 12.26% of males moving
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Primary For our primary research, we created a thirteen question survey and distributed it on our personal social media pages to collect data from a large number of people. In the end, we had 98 responses to our questions, which included: 1. Have you ever moved from one residence to another (as an adult)? 2. How many times have you hired a moving company to move from residence to residence? 3. During your search, what was the most important factor when choosing a moving company? 4. I am more comfortable hiring a company that has many years in their particular field (True or False) 5. The last moving company I hired had a meaningful and memorable company logo (True or False) 6. I am more comfortable working with a moving company that has a strong and involved social media presence to assist my customer satisfaction
Key Results: 1. 81 out of 98 people, almost 80%, have moved from one residence to another as an adult. 2. 37 out of the 57 who responded (around 65%), said they had never hired a moving company when they moved. 3. 23 out of the 38 who answered the question (about 60%), said that affordable price was the most important factor to them when choosing a moving company. 4. 45 out of 48 (about 94%) said that they are more comfortable hiring a company with many years of experience in their field. 5. Over half of respondents think the last moving company they hired had a meaningful and memorable company logo. 6. 28 out of 45 respondents (Around 63%), believe strong social media presence can help customer satisfaction.
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S W O T ANALYSIS
INTERNAL
STRENGTHS • Passionate staff that genuinely cares that jobs are done well • Ensure staff consists of trustworthy people • Any issues or complaints that arise are dealt with swiftly • Superior services equipment, trucks, and care • Have a training program that all movers go through • Multi-generational experience in and knowledge of moving industry • A company policy that ensures that “temp” workers are not hired from a staffing company. • Extensive background checks are implemented to insure integrity among moving staff • Have received many awards for excellent service and other accomplishments • Open to new ideas in terms of marketing/advertising
WEAKNESSES • No Search Engine Marketing or Google Ads- Company is on the bottom of the Google search engine list • Weak brand identity (logo, memorability, personality, etc.); Atlas is more memorable than DMS • Limited advertising budget • Unable to lower prices to competitor’s level: Customers choose them only after using a low quality, “cheap” moving service
OPPORTUNITIES • Almost constant business opportunities: Other movers are going out of business • Strong and positive Word of Mouth advertising • Expand and utilize social media, including Facebook, LinkedIn and Twitter to reach out to wider client base • Testimonials submitted by DMS’s satisfied clients could help bolster reputation
EXTERNAL
THREATS • Few/poor online reviews on mainstream review websites such as Yelp and Yellow Pages that do not reflect high customer service survey results from moving company award teams put out. • Competitors have well established brand identities • Lots of companies to compete with (saturated market) • Competitors may be more capable of lowering their prices to compete • The moving industry as a whole is seen as not very “progressive” • Prospective businesses already have in-house services and trusted movers at lower prices than DMS making finding new customers difficult
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THE BIG IDEA
What’s The Big Idea? Passion is the common thread that unites families, friends and co-workers with a common goal. Passion means dedication, it means never giving up. It means winning the Cartus Masters Cup and still raising the bar. Passion means finding inspiration from those who came before; inspiration from a man named Neil Meyer in 1955 who had nothing but a single moving truck and endless expectations. Sometimes when following a passion you will encounter obstacles. A decision has to be made - to go around the wall, to go over it... or to go through it. This advertising campaign goes through that wall. DMS Moving Systems is a moving company that moves clients in more than the literal way. They dream big, and they win big... through passion. The key point of this advertising campaign is to take this raw passion and move into the future. The key point is to provide our audience with the truth: the professionals at DMS Moving Systems have A Passion for Moving.
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THE CREATIVE BRIEF Who? When? Where?
What?
Why?
Creative Brief Key Insight: DMS moving systems is a passionate quality brand that is currently being held back by generic branding and a low online presence. DMS’ branding is heavily constrained by Atlas’ branding, making it difficult for them to develop their own identity.
Brand Personality: Passionate, professional, quality and customer driven, a ‘high end’ moving company that will move mountains to get everything safely intact from point A to point B.
Key (Desired) Response: We want people to understand how passionate DMS is about their work, and understand why such passion is so important. We also want them to perceive the company as up to date and modern.
How We Will Get Them There: Revamping their corporate identity; print ads for business magazines; outdoor billboards, TV ads, corporate YouTube videos, radio spots, google and linked in ads, a mobile app, direct mail, promotional marketing, and a scholarship program for Public Relations.
Additional Research 70% of Americans look at product reviews before making a purchase (The New Info Shopper; Penn, Schoen, and Berland Associates, 2009)
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REBRANDING
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The Logo Like the American public’s taste in carpet choices since the 1970s, there has been a change in the perception of what makes a good logo. Many companies today are opting for more sleek and visual branding, rather than the simple stylistic lettering they were happy using a few years ago. For DMS, we wanted to create a logo that reflected this trend, but still kept some of the company’s established identity.
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This new logo revamps the brand with a fresh, modern, and unique look while throwing back to the original with a slightly altered, yet similar color scheme. The highly visual top half could also stand on its own, allowing for more creativity with branding through abstraction, angles, and many other methods that are difficult to implement when constrained by concerns of text legibility.
#8CDAE5
#E54E64
#9F9E9E
Century Gothic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Century Gothic Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
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Logo Application
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WEB
Let’s Get Digital Winner of the Cartus Masters Cup Award
Home Moving
Commerical Moving
Corporate Relocation
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Warehouse & Distribution
Moving Resources
Speciality Moving
Your website is an important part of your business. For many customers, the website is going to be the first thing they see. The website should reflect the passion and care DMS delivers to each customer. The new layout is simple, stress free, and easy to navigate. It’s also personalized with company accomplishments, people, and stories, and features direct links to social media outlets.
““The DMS team provided unmatched service. They not only exceeded all expectations but set a new standard for excellence. The team provided fast, professional and courteous service. We simply could not be happier with the experience.” - Steve and Suzie C, DMS Customers
Our Story How a single truck turned into the family business that is DMS Moving Systems.
Free Instant Online Quote Click One to Begin:
Connect With Us or Write a Review: yp
Home
Since the company has so few online reviews, links to review sites are also prominently featured. This new design reflects the high standard of quality and passion that DMS puts into their moves.
Business
TM & © 2014 AWGI LLC • Atlas Van Lines, Inc. U.S. DOT No. 125550 © 2014 DMS Moving Systems • (734) 207-8200 or (800) 521-5225 7441 Haggerty Rd., Canton, MI 48187 • 900 Powder Plant Road, Ste. 128, Bessemer, AL 35022
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Google Ads and LinkedIn Ads With Google and LinkedIn ads, DMS can specifically target both old and new customers. Google Ads puts DMS on the search engine map and LinkedIn ads makes connections with the exact people in charge of choosing their company’s moving company. This combination of online ads will give DMS the competitive edge it needs to go after the big clients it wants.
Google Ads • Gets DMS off page 12 of Google Searches • Targets consumers using key words • Google Trends is used to find popular searches as well as new and upcoming searches • Keywords and ad copy can be constantly adjusted and experimented with as the campaign goes on
LinkedIn Ads • Gets DMS seen by the exact people within companies that are given the task of finding a moving company • Able to adjust campaign as you go • Can get DMS a foot in doors it may not have had access to before the campaign
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APP
Moving... On the Move... Moving is a very stressful time for every client. A tracking app will help ease their mind about their move. Using this app, clients can track their items, view their personalized moving plan, and communicate directly with the movers during the move. This way movers can keep track of extra special items — like a favorite toy or an important stack of files — and communicate directly with the consumer about the location of these items. This app, with its clean, modern, and easy to use interface, will ease clients’ stress as well as bring DMS to the next level of compassionate moving.
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My Moving Plan My Items Check Truck Status Call DMS Write a Review
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SOCIAL MEDIA
How’s your social life? With every company being on Facebook these days, it’s critical that DMS set the quality standard when it comes to industry company pages. With fresh and personalized social media pictures and backgrounds, DMS can show that it’s not defined by the trucks that it drives, but rather the passionate people that it consists of. The Facebook page will be updated with a new cover photo and a new profile picture that properly fit within Facebook’s size requirements. Content can be posted by the company either through Facebook directly, or through free tools like Hootsuite to save time.
The company’s LinkedIn page will be updated with the same cover photo used on the Facebook page to keep consistency, while the copy will be adjusted to communicate the Passion For Moving message. These changes will help bring DMS into the modern world while delivering the message of passion to its current and potential clients. .
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Metropol PRINT ADS and Displays
TODAY’S NEWS:
Whether it’s...
Or
Whether it’s...
Our passion for Packing & Prepping will move you.
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Find us on:
Or visit us at www.dmsmoving.com
A passion for moving.
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Or
Our passion for Packing & Prepping will move you.
Stop the presses! D
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Find us on:
Or visit us at www.dmsmoving.com
A passion for moving.
MOVING SYSTEMS
The print ads we came up with have the benefit of being extremely interchangeable. The items, main color, and copy can be swapped out repeatedly, allowing for a multitude of different yet concise messages. They are also not media specific, so they can be used in everything from magazines to poster displays without much adjustment.
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OUTDOOR
Moving Passion. No matter the item.
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You have 6 seconds... Our passion for shipping will move you.
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The billboards carry a similar message and look to the print ads and posters, allowing the message to spread even further. However, because billboards are a brief exposure medium, the messages need to be simplified from their print counterparts. We can do this using shorter versions of the copy used in the print ads (left) or using shorter messages that still bring the passion idea across (above).
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VIDEO
It’s Showtime! DMS’ current budget doesn’t allow for TV advertising, but they can still make some promo videos to share on their website and social media accounts to draw in business. If at some point the company does gain the capability to use TV advertising, they’ll have some practice and possible springboards for other video ads.
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VIDEO: MS: DMS Worker and Grandma with Grandma holding a crystal vase.
Cut CO of Crystal Vase
WS: Cardboard box with 10 yr old boy standing next to it. Boy jumps on box and crushes it.
CU: DMS Worker wrapping up vase and placing it in a DMS box.
AUDIO:
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DMS Worker: This is my Grandma. Grandma: Hello!
DMS Worker: This is Grandma’s priceless crystal vase.
DMS Worker: Some moving companies will use cheap supplies to pack priceless items like these to save them money. VO Grandma: Oh dear.
VO DMS Worker: But DMS Moving Systems thinks differently. We’ll pack up Grandma’s vase nice and tight in our sturdy plastic boxes so that it can make it from point A...
VIDEO:
AUDIO:
WS: DMS box with same 10 yr old boy standing next to it. Boy jumps on it and it holds. He smiles.
...to point B in one piece.
CU: Grandma with Vase
Dissolve Art Card Logo with Text
Grandma: Thank you!
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VO DMS Worker: DMS Moving Systems: Our passion is our family moving your family.
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RADIO SPOT .
CLIENT:
DMS Moving Systems
DATE:
12/02/2014
TIME:
:30
TITLE:
DMS Awareness
REP:
Real Talk
AUDIO: MUSIC:
Vibraphone/piano, up beat but not rushed MALE VO:
If getting from Point A to Point B is so simple, then why is moving into your new home such a headache? It doesn’t have to be. The professionals at DMS Moving Systems are here for you. With passion, hard work and family values, DMS will get what matters most to the place that means the most. Visit DMSMoving. com for a free quote today. DMS Moving Systems: A Passion For Moving 41
DIRECT MAIL
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Direct hit!
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Using Direct Mail, DMS will be able to target potential companies in one of the most effective ways. Often times, people will delete emails or ignore phone calls, with direct mail, consumers will have an item directly in their hands.
We have something no other commercial moving company has:
A Passion to Move You
Let us move your business and prove to you that we are the best at what we do.
Visit dmsmoving.com for a free quote or call 800-521-5225
Find us on Facebook!
Items like chargers and cord organizers are not only useful, but will have a long staying power with the client, keeping your brand within their line of sight until they are ready to move. These items will be mailed in a small blue box, resembling the blue DMS boxes, and include an invitation for these companies to contact DMS at any time.
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PROMOTIONAL ITEMS
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It’ll be like Christmas, but with more...you. Promotional items give a client a piece of your company for them to use in their home. Our promotional items will not only be used within the direct mail piece, but will also be available to give to clients, employees, and special visitors.
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Possible promo items: USB charger (top left) Cord Organizer (bottom left) Business Card Notepad (not pictured)
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PUBLIC RELATIONS
Do you have what it takes? DMS Moving Systems has a proud tradition of entrepreneurial family values. The company is already involved with charity work but lacks a personally touching and intimate connection with its local community. The DMS Moving Systems Entrepreneur Scholarship would award a college student in Michigan $1,000. The scholarship would focus on students who want to create their own business. Since DMS is a family owned business started by a man with a truck, this is the perfect outreach program to inspire students as well as circulate the DMS name to a new generation of business leaders. By selling the idea of DMS to college students today, in 10 years DMS could have a whole new crop of commercial customers to profit from.
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MEDIA FLIGHT PLAN Jan.
Print Billboard TV/Radio Google Ads Direct Mail and Promo Items
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
WORKS CITED Research 1. http://www.golansmoving.com/seven-interesting-moving-facts-and-statistics 2. http://search.proquest.com.proxy1.cl.msu.edu/ docview/445669157/50C7B12354F44318PQ/1?accountid=12598 3. http://dmsmoving.com/about/ 4. http://dmsmoving.com/media/430954/what_to_expect.pdf 5. http://www.worldwideerc.org/resources/research/pages/ facts-and-statistics.aspx
Photos: Rolling Fish Photography (Ryan Logan)
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