Overview: Extra Space Storage® is the nation's second largest operator of self-storage in the U.S. It operates 635 self-storage properties in 32 states and Washington, D.C.

Business challenge: Extra Space recently merged with another industry leader, Storage USA. They hired THUNDER FACTORY to develop and implement a new positioning that would "put a stake in the ground" in a fragmented and commoditized marketplace.

Solution: We repositioned Extra Space as the only self-storage company to offer a complete, superior storage experience. We focused on the quality of the facilities, convenience of the many locations, and a helpful, knowledgeable staff-all the extras that customers won't find in another facility. From outbound direct mail, to in-store branded communications, we developed a friendly, inviting integrated campaign that drove the new positioning across all key customer touch points.

Results: The strategic positioning and creative work, including microsites and in-store branding, to outbound direct mail and email blasts, has greatly impacted the relevance and results for all of of Extra Space Storage's 630 of stores. As customers interact with the Extra Space brand, they are exposed to a meaningful and consistent experience across all channels of communication.