NorthStar Moving

By taking a multi-tiered approach, read how the PAN team increased awareness of their client's distinct approach to moving and packing, branding them as a luxury moving service.

Los Angeles-based NorthStar Moving Corporation has redefined the moving and storage industry. "A" rated by the Better Business Bureau, The Franklin Report, MovingInsurance.com, Angie's List Super Service Award, and an impressive list of celebrity clientele, NorthStar Moving has proven the state-of-the art way to move is with its red carpet service.

The Challenge

"PAN is always finding creative new ways to show how our service stands out. It's fulfilling to be recognized across a wide range of audiences for our exceptional moving service. We were blown away by the results this year, and are excited about what the future holds."

Ram Katalan
President and Founder

PAN Communications set out to brand NorthStar Moving as a luxury moving service - in an industry that was not commonly known for high levels of service. The firm wanted to increase awareness among high-net worth individuals about the company's distinct approach to moving and packing.

The Approach

The agency took a multi-tiered approach encompassing an awards program; outreach to television producers, property managers, celebrity assistants; and press release placement. In addition, the firm positioned marketing director and co-founder of NorthStar Moving Laura McHolm as a packing and organizational expert.

The Results

Luxury moving services: The PAN team reached out to TV networks, particularly those with home improvement and real estate shows, pitching the show producers on using NorthStar Moving's standout moving service. The agency piqued their interest with a targeted mailing featuring a CD of a Hollywood move with NorthStar's unique "Picture Perfect" packing and moving service where the company takes a picture of the client's closet or even a sock drawer, and then uses that image to exactly re-create that closet or drawer in their new home.

The campaign paid off. NorthStar Moving trucks were featured on The Learning Channel's My First Home program.

Spring cleaning and organizational tips: PAN leveraged marketing director and co-founder of NorthStar Moving Laura McHolm's expertise in packing and organizational and conducted outreach to the top lifestyle publications with Laura's organizing tips.

Laura's closet and spring cleaning tips were featured in Real Simple Magazine, Where to Go Next, FashionTribes.com, Celebrity News Online, and California Style, with anticipated future ecoverage in Woman's Day Special Interest Publications, Country Accents, and Valley Magazine.

The Hollywood treatment: To increase NorthStar Moving's exposure in the celebrity world, PAN produced an email campaign to celebrity personal assistants, the individuals most commonly responsible for handling move logistics. The team also secured a speaking session at the Association of Celebrity Personal Assistants meeting. At the event, the company distributed NorthStar Moving gift bags highlighting the company's unique high-end customer service. As a result, the Association of Celebrity Personal Assistants featured NorthStar Moving in their "Best of the Best" service directory.

In addition, PAN was determined to garner coverage in DailyCandy.com, a hip e-mail newsletter geared to women willing to spend money on the finer things in life. DailyCandy.com is a social and fashion outlet, tipping off women to the best luxury events and services, from hot new restaurants to social events to the best sales at area boutiques.
The PAN team pitched the editor on NorthStar Moving's celebrity and luxury factors - DailyCandy.com's readers are interested in celebrity news, and NorthStar Moving is the moving company that celebrities use. The team featured techniques that NorthStar Moving uses including decoy moving trucks to help its celebrity clients dodge the paparazzi. The DailyCandy.com piece, entitled "Movin' On Up" ran on October 16, and the impact was dramatic. NorthStar Moving received 13 phone calls that very day from people looking to sign up for its services, and had several secured jobs within the first week.

Awards program: PAN was responsible for award submissions on behalf of NorthStar Moving, and leveraged these honors to their fullest extent. Awards and associated coverage in 2007 alone include:

CitySearch "Best Mover 2007"--PAN secured media coverage across the web and in Ventura County Star Business
Inc. Magazine's 500/5,000 Fastest Growing Private Companies in the U.S.--Coverage secured in San Fernando Valley Business Journal and across the web.
San Fernando Valley Business Journal 50 Fastest Growing Private Companies for second year in a row.
The firm also won recognition from Angie's List, the Better Business Bureau, and the Association of Celebrity Personal Assistants.

Press releases: PAN wrote press releases highlighting NorthStar Moving¡¦s noteworthy award honors, rollout of its Red Carpet service for the Make-A-Wish Foundation, and launch of its mobile storage options. The agency secured coverage in the San Francisco Business Times, Los Angeles Times, Huntington Beach Independent, LA Splash Magazine, California Style, Associated Press, Forbes.com, Sacramento Business Journal, Daily Pilot, and BusinessWeek.