Moving services aggregator | SMM account launch / US
This case study outlines the strategy and initial results of establishing a social media presence for PriceMovers, a service aggregator for the moving industry in the United States. The work was conducted from March 20, 2024, to April 22, 2024.
1. Project Description
Client: PriceMovers, a service that helps individuals and companies find reliable moving companies for various needs, such as residential moves, long-distance relocations, and vehicle transportation. The service itself does not act as a moving company but as an aggregator.
Geography: The service operates across all 50 states of the USA.
Social Networks: The project involved creating and managing accounts on Instagram, Facebook, TikTok, and LinkedIn.
Initial Conditions: The project started from scratch, as the client had no existing social media accounts for the service. All profiles had to be created and set up.
2. Promotion Goals
The primary goal of this initial phase was to launch and develop the brand's social media communities on four key platforms: Instagram, Facebook, TikTok, and LinkedIn. The focus was on establishing a foundational presence, creating brand-consistent content, and beginning to build an audience. Recommendations at the end of the initial period pointed towards future goals, such as increasing the subscriber base through paid advertising and boosting post reach.
3. Target Audience and Personas
A detailed analysis of the market niche and competitors was conducted to define the target audience. The audience was segmented into primary and secondary groups.
General Demographics: Men and women aged 18 to 60 with an average or above-average income, residing in the USA.
Primary Audience: This group consists of individuals requiring moving services for personal reasons. Their needs are driven by life events such as:
Changing residence (e.g., house to apartment).
End of a lease agreement.
Relocating to another state for work.
Needing more living space.
Students moving into dormitories.