How can Iron Mountain introduce themselves to a new industry and promote their service?

ROLE: This was my final project during my creative strategy internship with CashmanKatz. I conducted research, then made and presented this deck to my supervisors.

PROBLEM: Iron Mountain is an established and trusted name in the data security industry, who are looking to expand one of their products into a one-stop office transformation service- a new field that they don’t have the same reputation in.

ASK: Come up with a strategy to promote “Clean Start” as a trustworthy Iron Mountain service, that can also stand on its own in the office design industry.

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INSIGHTS:

  • Direct Mail can be more effective than any digital strategy when it comes to remembering brands.

  • Unlike traditional Iron Mountain services, the details aren’t important to “Clean Start.” The emphasis should be placed on selling the dream of a new, clean, efficient workplace.

CONCLUSION: Create a direct mail ad in the form of a Clean Start architecture magazine, featuring modern workplace renovations, and Clean Start transformations.

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