In the competitive moving industry, it takes a bold marketing strategy to stand out from the crowd.
With their eye-catching purple and blue trucks and social campaigns, Roadway Moving has carved out a prominent place for itself across the country as a mover people know and trust. We’ve covered the details of Roadway’s white-glove moving services in the past, and this time we sat down with the leading moving company’s Founder and President Ross Sapir and Marketing Director Valerie Fiordaliso to learn about the strategy behind Roadway’s branding and social media presence.
Packing a Personality Punch
When he founded Roadway over fifteen years ago, Sapir knew that the company needed to distinguish itself from the competition off the bat.
“I set out to change the moving industry and how people view it,” says Sapir. “First, we wanted to provide exceptional customer service. But I’m a marketer at heart, so branding was a critical component from the start.”
Two of the main branding elements Sapir created early are Roadway’s signature purple and blue imagery and the punchy taglines they use on their trucks.
“The purples and blues we chose are all based on color theory,” explains Fiordaliso. “We wanted to ensure they were calming and soothing but also stood out.”
Fiordaliso was brought on seven years ago to manage Roadway’s marketing. Her time at the company dovetails with the explosion of social media, a sphere in which Roadway has been active since the beginning.
“We tapped into a space at a time when no one in transportation or storage was involved in it,” recalls Fiordaliso. “As creators and influencers continue to elevate their profiles, we remain at the forefront of the moving industry, always seeking innovative marketing strategies to drive our business forward.”
For example, the company partnered with popular influencer @naraaziza to document her recent successful move.
Powerful Partnerships
Roadway has also pursued partnerships with leading players in their spaces, associating itself with the best while generating additional content for social and beyond. Not only did Roadway become The Real Deal’s Official Moving and Storage Partner in 2024, but two years ago they became the Official Moving and Storage Partner of the New York Yankees.
“It’s a great synergy,” says Fiordaliso. “Roadway Moving delivers best-in-class service, making our partnership with the New York Yankees—another world-class organization—a perfect match.”
In addition to their partnerships with the leading real estate magazine and the American League champs, Roadway serves as the official transportation partner for a number of charitable organizations across the country.
“Many people don’t fully understand that when you have an event, it’s very difficult with limited space in NYC and other cities and it’s very expensive,” explains Sapir. “With our long-standing partners, we’re not only helping them transport items, but we’re helping them with manpower and storage space.”
Professional Service with a Personal Touch, from Coast to Coast
Roadway’s marketing and service are far from a one-size-fits-all solution; as the company expands into new markets, it takes into account local factors and adjusts its offerings accordingly.
“We look at what works in each market and we have to pivot as needed,” says Fiordaliso. “We align with creators across the United States since we can move all over.”
Last time TRD spoke with the Roadway team, they keyed us into the specifics of their emerging West Coast moving business. But no matter where your move begins or ends, Roadways’s personalized service guarantees that every phase is handled with care and professionalism.
“For us, it’s about the experience,” says Sapir. “When you move with Roadway you’re going to get a personalized experience, from a move coordinator after you book to someone in touch checking in throughout the day.”
For example, Roadway’s innovative barcode system streamlines inventory management during long distance moves, while, for local moves, GPS tracking allows customers to check on the location of the truck that’s bringing their items in real time. By combining advanced technology with personalized attention from Roadway team members, the company provides an unparalleled level of service from beginning to end.
“For us, it’s about the experience,” says Sapir. “When you move with Roadway you’re going to get a personalized experience, from a move coordinator after you book to someone in touch checking in throughout the day.”
It’s why many real estate agents recommend that their clients use Roadway when moving to a new house (as we covered earlier this year, Roadway even has a referral program for agents that incentivizes referrals). Agents trust Roadway because of the company’s hands-on approach and attention to detail, which begins when a client first makes contact with the movers and ends with a follow-up call after the last empty box has been carted away.
“We personalize it and want to make sure you have a stress-free, amazing move day,” says Fiordaliso. “Our clients have peace of mind knowing they have their own account manager who they’re coming to, making sure the client is being taken care of from start to finish with lots of touchpoints and interaction.”
As Roadway continues to expand across the country, expect them to bring this same level of care and commitment to creative marketing to every market. As Sapir concludes, “We have big things on the horizon.”
Learn more about The Roadway Platinum Referral Program here.