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Integrated digital marketing campaign for NJ storage company


When storage powerhouse Lackland Self Storage approached Hudson in need of a rejuvenated digital marketing plan, our team was eager to oblige. Since 1977, Lackland has provided outstanding storage services to New Jersey and Pennsylvania.
Highlighting the company’s ability to adapt and evolve consistently over the years, Hudson’s objective was to showcase Lackland’s use of technology and enhanced security in a way that would resonate with current and potential customers. Hudson’s efforts surpassed Lackland’s expectations both in conversion and engagement rates.


Lackland's Goals:

  • Increase overall occupancy rates
  • Attract potential clients to visit storage locations
  • Increase website traffic and online leads
  • Reduce cost per acquisition of new leads
  • Increase fanbase and engagement on Facebook and Twitter

The Plan

With these objectives in mind, Hudson set up a comprehensive campaign that incorporated SEO and PPC; highly focused foursquare tactics; a Twitter revamp and a Facebook overhaul; custom video app; redesigned cover photo; engaging content published daily, and finally, a highly targeted ad campaign to solidify social efforts.
In addition, Hudson worked with Lackland to create and launch fun-spirited contests and promotions to creatively reward loyal fans and customers.

The Results

Keeping in mind Lackland’s emphasis on increasing occupancy rates, the Hudson team kept this goal at the forefront of efforts. Prior to teaming up with Hudson, Lackland had a total occupancy rate of 85 percent across all locations. After working closely with Hudson for a year, Lackland’s total occupancy rate spiked to 93 percent across all locations.
After the redevelopment of Lackland’s Pay-Per-Click efforts, along with close account management, cost per lead dropped by more than 50 percent.
On the social front, Lackland’s Facebook fanbase more than doubled through both organic and paid efforts. Hudson developed a Facebook ‘Like’ advertising campaign that garnered a remarkable conversion rate of 85 percent with a cost-per-click of less than $1.
Additional noteworthy successes:


increase in reservations made online


increase in site traffic from Facebook


conversion rate on Facebook


increase site traffic from Twitter


increase in check-ins year over
year (2012-2013)


increase in check-ins to dateonce Hudson took over Lackland’s marketing

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