The Problem: Road Runner Moving faces a huge amount of competition in the Birmingham, and really needed to create a unique position for themselves in the market so that they would be top of mind with people looking for Moving services.

The Process: Cox Radio Account Executive Jennifer Owens worked with Road Runner Moving to identify an underserved and undertargeted segment of the market - apartment moves. They then created a campaign focusing on 3 specific target clients: apartment to apartment moves, apartment to first home moves, or downsizing to apartment moves. Identifying these specific targets helped them create awesome commercials and distinguish themselves as "The Apartment Experts".

The Plan: Utilizing New Country 97.3, Road Runner launched an on-air campaign that addresses their newly identified target market. They then added audio-streaming commercials and special web-based offers just for our listeners to further to increase traffic and help track their results.

The Performance: As a result of this campaign, Road Runner has seen an over 30% increase in apartment moves in just the last 4 months. They are now planning an ongoing campaign with WNCB and newcountry973.com throughout the next year.

"New Country 97.3 has been a well-kept secret. I never realized the tremendous buying power of this audience, but with this campaign I'm seeing a big jump, especially in my apartment moves." Jim Owens - Owner, Road Runner Moving.