Public Relations Report: Spacer Newsletter Marketing Strategies

This report examines the public relations strategies employed by Spacer, a self-storage company, focusing on its marketing newsletter as a key communication tool. It analyzes the target audience, which includes both lodgers and property owners, and discusses the rationale for using a ne...Read More

Running Head: PUBLIC RELATIONS 1
Public Relations

Public Relations 2
Part 1
The communication tools like newsletter and blogs are important marketing tools for the
organizations. In the present case, the marketing tool of newsletter is taken to reach the target
audience. The organization Spacer is the biggest growing community for the self-storage. The
people can connect with each other to share their space which can range from parking space to
an extra room. The tenants can store thing in different shapes and size like a boat, caravan, car or
furniture. The organization is in its initial development stage; therefore, it requires strong
marketing and promotional activities (Smith, 2016). The target audience of the organization can
be divided into two sections, the first comprise of the lodgers or the tenants whereas the second
includes property-owners. The current newsletter will target both the target markets. The purpose
of the marketing communication is to raise awareness and to encourage people to take the
services of company.
The rationale for using newsletter is that it is economic and has a wide outreach. The
primary customers of the organization are the families in the middle-age group. If the target
customers are differentiated according to their income level, then they are come in the category
of middle-income group. In the present times, most of the people are using internet for
communicating or some other purpose. They also have a habit of reading newspapers and like to
remain updated with the current affairs. Therefore, this communication tool can prove beneficial
for the organization. The newsletter of the organization will be distributed by email or on the
company’s website. Different resources are required for designing the effective newsletters, such
as, market researcher, newsletter designing and publishing (Egan, 2014). The organization has to
research its target market and collect the email addresses of the target market. Moreover, it also
needs to design the newsletter so that it appeals to the target audience in the best manner.

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Initially, the prototype of the newsletter design will be sent to the marketing managers for the
approval process, then after, if it is approved it will be sent for the complete deigning and
production process.

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Sharing Economy: The Airbnb of Storage ‘Spacer’ to Pool Extra Home Space
If you are short of space, you can easily find some storage with ‘Spacer’
Today, the economic times are hard and
most of the people are looking for new
methods to earn a few extra bucks. If you
have an extra room, garage or spare
bedroom, you can use it to earn a few extra
more and save it in the times of this hard
economy. People are already using sharing
websites such as Uber and Airbnb to
increase their income; therefore, peer-to-
peer storage place can become the next big
thing for the peer-to-peer storage. The
sharing economy is becoming quite popular
in the European as well as foreign countries
as it provides immense opportunities for
cost-saving and optimal optimization of
resources. The Spacer website has become

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quite popular and has raised approximately
1.2 million in funding from different
resources and investors. The co-founder of
the website, Michael Rosenbaum has given
an interview which states that over 1000
storages have been listed on the company’s
website since its launch in October, 2016.In
addition to it, approximately, 4000 people
have registered on the website to search or
look for different spaces and rentals. The
huge popularity of the website is due to its
price range wherein it provides half of the
cost price to the customers.
Spacer was launched in East Sydney and
now it has opened a branch in Melbourne.
The focus of the organization is on large
household goods and items and more on
large storage items such as boats or
caravans. With time, people accumulate a
large number of household items in their
places; however, they need to find space to
accommodate all these items. People can
easily find space at the garages or the extra

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property of other people. They don’t have to
enter the living space of a person or enter a
single person’s house. Therefore, the
concept of renting the property for storage
purpose is beneficial and economical for
such people.
However, people are skeptical whether they
will be able to trust a complete stranger with
their worldly goods. In this regard, the
company has taken several initiatives which
will be beneficial in assuring that the
worldly goods of the people remains in safe
hands. Spacer verifies the personal identity
and background check for all the people
who have listed their property in the
website. The company has also covered the
public liability risk which provides
protection of up to 5000 AUD for the theft
or damage caused to the property of the
rentals.
The properties listed in the lock-up
garages in Sydney and Melbourne shows
prices between 250 to 300 AUD per month.
The biggest challenge for the business is to
build trust among the property owners and
the tenants. However, till now the Australian
consumers have shown strong interest in the
storage spaces. In order to attract more
tenants and the property-owners, the

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company needs to do paradigm shift and
assist the people in accepting the services of
the organization. The company can easily
build acceptance among the customers as
Australians spend more than 750 million in
the self-storage of the accumulated items.
They have commonly exchanged
commercial and the private space for
money. Therefore, the company can easily
establish a strong market share in the
market.

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References
Smith R.D. (2016). Becoming a Public Relations Writer: Strategic Writing for Emerging and
Established Media. Routledge.
Spacer. About Us. [Online]. Available at: https://www.spacer.com.au/space-calculator [Accessed
on: 5 September 2017].

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Bibliography
Bremner, C. (2011). Create Newsletters Your Family Will Treasure. Lulu.com.
Egan, J. (2014). Marketing Communications. SAGE.
Fill, C,. & Hughes G. (2008). Marketing Communications. Routledge.
Nelson, K.J., & Baiey, K. (2007). Starting Strong: Surviving and Thriving as a New Teacher.
Corwin Press.
Porterfield, K., & Carnes, M. (2014). Why School Communication Matters: Strategies From PR
Professionals. Rowman & Littlefield.