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. 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. 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. 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. 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. 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. 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. 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. 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
