Alopex Case Study

How UMV Built a More Visible Brand Across Alaska

UMV + Alopex

A parent scheduling a teenager’s road exam, a new Alaska resident registering a vehicle, and a fleet manager overseeing dozens of transactions all turn to UMV with different priorities. That range is built into the brand itself. The “U” in UMV stands for you. It is the DMV that’s all about U.

Alopex developed a year-round marketing program that carried this customer-first identity across UMV’s Alaska locations. The partnership gave the company a consistent way to connect with distinct audiences as services, seasons, and local priorities changed.

Keeping the UMV Brand Consistent as Priorities Changed

Demand shifted by season, community, and branch, requiring campaigns to change with it. Even as the message changed, every touchpoint needed to remain unmistakably UMV. Accuracy was equally important. Outdated service or location details could misdirect customers, while unclear positioning risked confusion with government offices and competing providers.

One Integrated Marketing Team Built Around UMV’s Priorities

“Find the Yes” extended to the partnership itself. Rather than managing separate providers, UMV could draw on one team spanning strategy, content production, advertising, and search.

Marketing Strategy Tailored to Each Campaign

Planning and copywriting translated each objective into decisions about the audience, message, timing, and offer.

Original Photography, Video and Campaign Creative

Designers, photographers, videographers, and animators produced distinctive assets suited to the subject and advertising format.

Digital Advertising, SEO and Performance Optimization

Google and Meta advertising generated exposure and traffic, while local search management improved UMV’s visibility in Search and Maps. Reporting identified opportunities to refine campaigns and spending.

This structure gave UMV the combination of expertise each initiative required without being limited to a fixed set of services.

Creative That Made Routine Services Memorable

Motor vehicle services may be routine. UMV’s advertising was anything but.

• Humor earned attention.
  Playful concepts and approachable storytelling turned service announcements into entertaining, easy-to-understand messages.
• Real people made the brand relatable.
  Original photography and video featuring UMV employees and local talent reflected the customers and communities the company serves.
• Every campaign fits its purpose.
  Short-form video, animation, and still imagery were adapted for Google, Facebook, and Instagram, with messaging tailored to specific services and locations.

The featured advertisements below show how these elements came together in finished campaigns for UMV.

Matching Each Marketing Channel to the Customer’s Need

UMV did not rely on one advertisement or platform to reach every customer. Each channel served a specific purpose within the decision-making process.

• Google Search reached customers actively looking for vehicle registration, title transfers, road exams, and other motor vehicle services.
• Google Display, Facebook, and Instagram introduced UMV before an immediate need arose.
• Local search optimization helped people find nearby branches, verify hours, and identify available services.
• Location-specific advertising responded to the priorities of individual branches and communities.
• Commercial campaigns addressed businesses and fleet managers handling multiple vehicle transactions.

This allowed UMV to invest in each channel according to the job it was best equipped to perform.

Building Visibility and Driving Customer Action

Results at a Glance

Performance reporting showed the scale of UMV’s advertising reach and how often customers responded by viewing a location in Google Search or Maps or clicking a search ad.

9.19 Million Ad Appearances by Channel

Advertising figures reflect January 1–December 31, 2025. Google Business Profile views increased 40% compared with the preceding reporting period.

A Marketing Program That Moved With UMV

UMV’s priorities did not stand still, and neither could its marketing. With Alopex as its ongoing partner, UMV could respond to emerging needs without treating every campaign as a separate project. Each new effort could build on the last, turning marketing into a lasting business capability.