creative direction // integrated marketing plan // brand development
WHAT IS PODS?
PODS is a global moving and storage company that utilizes portable storage containers to help users move on their own time.
THE PROJECT
2021 case competition hosted by the American Marketing Association
A team of nine marketing students and one graphic designer
Fifty-page integrated marketing communications plan
RESEARCH
Our research team was in charge of setting the basis for the project. This included a SWOT analysis, competitor analysis, overall awareness and brand perception, and focus groups conducted over several weeks. In doing so, we discovered that PODS was in need of several things.
An awareness campaign designed to reach Gen Z and Millennial audiences as they began to grow and move through life
A strategic service brand portfolio to communicate how PODS can fulfill a consumer's needs
Sample Spread
Moving and Storage Messages
DATA VISUALS
A number of data visuals were needed to convey research findings and communicate key messages to the PODS team. This animated graph displays a breakdown of the moving and storage industries.
PROMOTIONAL CONCEPT DESIGN
Custom illustrations were used to communicate assets in the plan. Several promotional materials were suggested to raise awareness among a young audience.
Segmentation Profiles
Inflatable Storage Container
Branded Waste Station
STORYBOARD SNIPPET
