Student Storage

Overview: College students comprise a large portion of Manhattan Mini Storage (MMS) customers when they leave campus each summer. The business took advantage of the opportunity to reach surrounding schools like NYU and Columbia with a deal on temporary storage. But they needed a clever way to pitch it. So, I helped develop several campaigns and ideas for capturing those customers. Here are highlights from some of the various campaigns.

My Roles: Art Direction, Copywriting, Graphic Design, UX

Provocative Texting: Even though the initial execution of this campaign was well-received by our small test audience, it was far more flirtatious than the stakeholders were comfortable with. So we scaled back the textual banter to be less suggestive but still had fun with it. 😉

You Can’t Take it With You: This campaign concept was a play on how some things are better left behind during summer break—from the fold-out sofa to the clingy ex. After all, that microwave won’t fit in the airplane overhead bin.

The Future: As students emerged from the pandemic’s aftermath into a much scarier and crazier world, their academic plans felt even more uncertain. So I came up with the campaign idea—You can’t control the future, but you can control your storage—to ensure confidence in MMS as a place students could count on to at least keep their belongings secure.