United Rental

Bringing the future to those who are building it.

SERVICES

Brand refresh

Campaign creative

Video

Challenge

With five events scheduled for 2018—culminating in the company’s national user conference—United Rentals wanted to engage its customers in a new conversation about the value of digital worksite solutions. Our job was to hook customers at every step—from awareness to registration to their experience during and after the events.

Insight

Our insight came from a curious irony: We realized the most effective way to sell the benefits of digital work apps and advanced worksite technologies was to take a less digital approach—to reinforce the human relationships between customers and their United Rentals reps.

Solution

We empowered United Rentals’ sales team to introduce worksite innovation in a meaningful way. From custom invitation collateral to branded web experiences to powerful keynote presentations, we crafted everything needed to ensure a persuasive customer experience at every touchpoint.

Digital solutions to drive productivity

The 2018 Building Futures Tour and Total Control Conference showcased the latest in worksite innovation, connecting leaders in construction and related industries with the tools and technologies to realize smarter, safer worksites.

Pre-Show Acquisition

Working with United Rentals sales reps in six North American cities, we formed a flexible acquisition strategy that coupled a cohesive registration platform with invitation materials designed to drive customer response.

The On-Site Experience

We developed all branding, keynote presentations, video content, and the mobile app for the events—delivering a consistent, immersive experience. We also managed a smooth registration experience by checking guests in and segmenting their agendas to align with those of their sales reps.

Post-Show Nurture

We kept the momentum going with a post-show nurture strategy that included a recap website and accompanying survey campaign.

More work