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Building a Break-Through Brand for Fort Knox

With one in 10 Americans renting a self-storage unit and nearly 50,000 self-storage facilities operating in the U.S., choice for consumers is great and competition among facilities can be steep.

When a local developer called on us to help create a brand for a new self-storage facility from the ground up, we knew we needed to make it stand out. It would be the region’s only drive-thru facility, offering an extra layer of protection and the convenience of being able to store your goods out of the elements that we wanted to leverage.

Putting personality into self-storage

We set to work developing a brand that not only brought this unique value proposition to life but stood out in a sea of same and actually made self-storage marketing fun. Through the Wallace360 creative process, we developed a brand with confidence and personality. (What other self-storage facility talks about its free “big ass van” on its homepage?) With this, the Fort Knox brand (and its golden frog) were born.

Driving clicks and filling units

We launched the brand and its “You’re Golden” tagline when the facility opened and through billboards,
earned media coverage, and extensive and tightly targeted digital advertising helped raise facility unit
occupancy from 0% to 61% in just 12 months with a 579% ROI for digital advertising efforts. An excellent
means of assessing brand awareness, Fort Knox now enjoys an average of nearly 600 direct Google search impressions a month after just a year in business.

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