Kelly’s Storage approached Strawberrysoup to help them to consolidate their brand and design/develop their new portfolio websites including Document Storage, Mobile Self Storage and in the future, Charity Events.
The plan
We’ll be the first to admit that storage is not normally a subject to get excited about. This is not the case with Kelly’s Storage.
Their company is full of energy, passion and heritage. Along with these great assets, they also have an innovative and original service that differentiates themselves within their market and provides their customers with efficiency and convenience wherever possible.
Kelly’s Storage had originally developed their websites in-house and were looking to bring on an external team with vast digital experience and knowledge of mobile eCommerce. With our advanced bespoke content management platform, experience of integrating legacy CRM solutions and expansive portfolio of successful branding projects, we were selected as the preferred agency.
Strategic brand review
The Kelly’s Storage brand is recognisable within the storage industry so whilst evolving the brand, it was important to keep it familiar.
The decision was made to keep the original brand format while implementing a minor refresh and performing an extensive brand cohesion exercise to provide brand unity throughout the company.
This included the design of iconography, brand guidelines and tone of voice guidelines. These documents have given Kelly’s Storage a central focus for their brand and encourages synergy throughout the different parts of their business, across all communication channels in imagery, type and tone of voice.
Digital landscape
As the simplest of the 3 sites, the Document Storage website was first to be launched. It consisted of a responsive design with an online quote facility that integrated via XML to the Kelly’s internal CRM system.
The next website for us to concentrate on was Kelly’s Mobile Self Storage which offers users a selection of quote options for Businesses, Homes and Students on both desktop and mobile devices.
To ensure customers get the most accurate quote for their needs, a quote space calculator was created to give each customer a tailored quote experience.
The website demonstrates the use of full width impact imagery to educate the user about Kelly’s Storage and the unique service they offer. It also uses HTML5 and JavaScript animation, while still providing the user with extremely fast page load times to maximise efficiency and positive user experience.
The results
Following the updates to their brand and Document Storage website, we’re really proud that the cost per new customer acquisition has reduced by 83%. We are hoping the new Mobile Self Storage site will have a similar positive effect.
The new Mobile Self Storage website was launched at the end of December and is undergoing a split testing exercise to measure effectiveness before the old site is turned off.
We will be updating this post soon with the split testing results to showcase what the new Mobile Self Storage website has achieved.
Check out the Kelly’s Storage website to find out more.
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