JK Premier Marketing has been honored with the Web Excellence Award for Marketing Effectiveness, thanks to their standout campaign for National Van Lines, which revolutionized how military families approach relocations. This campaign showcased the benefits of the Personal Procured Move (PPM) program, emphasizing control, financial incentives, and flexibility in the moving process, particularly amidst the challenges posed by COVID-19.
Highlights:
• Strategic Focus on Military Families
Targeting the unique needs of military families at Fort Liberty, NC, the campaign addresses the frequent relocations inherent to military life. Advocating for the PPM program offers a significant shift from traditional Department of Defense-managed relocations to a more personalized approach, promising enhanced control and financial benefits.
• Multifaceted Marketing Strategy
The campaign effectively communicates the advantages of choosing National Van Lines for a hassle-free PCS experience by leveraging traditional and digital marketing channels, including print media, digital displays, social media, targeted online ads, and engaging website landing pages. Content and messaging were crafted to highlight urgency, customization, and flexibility, directly resonating with military family’s needs.
• Trust-Building Through Success Stories
By leveraging testimonials and positive stories, confidence was built in the PPM program and National Van Lines’ capabilities, illustrating the ease and benefits of this personalized moving option.
The campaign altered military families’ perceptions about their PCS options and greatly increased the visibility and appeal of the PPM program and National Van Lines. They achieved a remarkable 21.08% conversion rate and benchmarks for success in the industry. As a testament to their tailored marketing efforts, JK Premier Marketing solidifies its leadership in the field, deservedly earning the Web Excellence Award in Marketing Excellence.
