PH: Actually, bridging off my last question, can you go through the process of creating these campaigns? I feel like the average person doesn’t necessarily know how involved the process can be.
MW: Well, each campaign is a little different. Spring is when most people are either moving out or cleaning up, so that’s “storage season” and obviously our busiest time. Leading up to that we like to get a campaign together, starting with the question of what do we want to tell our customers and how can we tell it in a funny, attention-grabbing way? With so many different mediums out there now, it’s hard to get everyone’s attention – it was much easier 5 or 10 years ago. But, with everyone on their smart phones all the time, we have to find a way to cut through that noise and visual clutter and still hit home. As we come up with our ideas and concepts for an individual campaign, it’s really just about getting a message out that leads people to remembering us when they need to store their stuff, for whatever reasons.