Driving occupancy through grand opening campaigns for storage units

Challenge

When Towne Storage launched its new University location in Las Vegas, NV, the goal was clear: drive rapid brand awareness, website traffic, and occupancy growth in a highly competitive storage market. The challenge? Breaking through a crowded local advertising landscape while ensuring every ad dollar reached the right audience — movers, homeowners, students, and small business owners searching for storage solutions nearby.

The new location started with just 3.88% occupancy, and leadership needed a data-driven launch strategy that could deliver measurable results within months.

Solution

Sky Digital Media executed a multi-channel, full-funnel campaign built to attract high-intent users and convert awareness into measurable occupancy. The six-month grand opening strategy focused on precision targeting, competitor conquesting, and strong local visibility within a 5-mile radius of the property.

Tactics Used

 – Programmatic Display & Device ID Targeting: Geo-fenced around competitors and local neighborhoods to capture audiences actively searching for storage.

 – Social Media Campaigns (Facebook & Instagram): High-frequency awareness and retargeting ads with an average 8x impression frequency per user.

 – In-Market Email Marketing: Reached 75,000 potential customers with open rates of 18% and 2.99% CTR, well above industry benchmarks.

 – Conversion Tracking: Implemented pixel tracking and store visit data to measure both online and in-person engagement.

Outcome

In just seven months, the campaign delivered exceptional outcomes:

 – Occupancy Growth: +40 points (from 3.88% → 43.88%)

 – Total Conversions: 4,077 online + 844 in-person visits

 – Impressions: 1,139,522

 – Clicks: 17,717 (CTR 1.55%, outperforming 0.08–0.09% benchmark)

 – Engagement: 10× industry average CTR across channels

Channel Highlights:

 – Device ID: 844 verified store visits

 – Social Media: Nearly 1M impressions with strong awareness lift

 – Email: 13,500 opens and 2,242 clicks driving site visits and bookings

Impact

The campaign not only drove immediate occupancy gains but also established a repeatable playbook for future Towne Storage grand openings. The integrated strategy successfully converted digital engagement into real-world visits, achieving sustained month-over-month growth without decline.

By maintaining consistent visibility and leveraging real-time performance data, Towne Storage was able to scale its occupancy faster than forecast — proving that an intelligent, multi-channel digital approach can outperform traditional local advertising methods.