On this episode of Beyond the Billboard, Greg Wise sat down with Kamron Kunz, the newly appointed Chief Marketing Officer at RJ Young, a 70-year-old office technology company that’s transforming how it shows up in the market.
Kamron’s a modern marketer with deep roots in Nashville’s creative scene, and he’s leading a full-scale brand evolution — one that connects legacy with innovation. In this conversation, we get into sponsorships, local activations, and how out-of-home can help reposition even the most established brands.
RJ Young built its name on office equipment — copiers, printers, scanners. But today, it’s expanding fast into technology solutions, managed services, and digital communications.
“We’re evolving from being known as the copier company to being a full-service tech partner,” Kamron said.
His challenge? Shifting brand perception without losing the trust RJ Young has built over decades.
Out-of-home became a key part of that transformation — a way to show momentum, not just say it.
A Billboard That Spoke Directly to Ford
When Ford announced its Blue Oval City project in West Tennessee — a new hub for electric vehicle manufacturing — Kamron saw an opening.
He and his team placed a simple, strategic billboard on Interstate 40, right along the route Ford executives would travel.
It read:
“Let’s connect the city together.”
No jargon. No sales pitch. Just a smart, local message that positioned RJ Young as a partner ready to help build what’s next.
“We could’ve talked about printers,” Kamron said. “Instead, we wanted to show we understand where the future is going — and we’re part of it.”
Why “Old-School” Channels Still Work
Kamron’s first marketing job was in Nashville’s music scene, building communities for emerging artists. That experience shaped how he sees omnichannel marketing today.
“Algorithms change. Technology changes. But people don’t. It still takes multiple touchpoints to build trust,” he explained.
That’s why RJ Young still invests in direct mail, print, and physical catalogs — alongside digital, social, and CTV.
“Marketers who ignore traditional channels are leaving attention on the table,” he said.
From Billboards to Stadiums: Sponsorship That Converts
RJ Young sponsors over 30 teams and organizations, including the Tennessee Titans and Belmont University.
Each partnership combines brand visibility with real-world engagement — not just logos on a wall.
At Titans games, RJ Young runs a field-goal challenge and captures leads through on-site experiences. They even converted one of their delivery vans into a “Fan Van” — wrapped with Titans branding and outfitted with VR football games.
“It’s out-of-home, it’s experiential, and it’s everything our brand stands for — local, tech-driven, and community-focused,” Kamron said.
At Belmont, they built a mini basketball court inside a Nashville mall to promote the school’s athletics program. Visitors could shoot hoops, interact with RJ Young’s tech, and sign up for giveaways.
That campaign alone ran for several months — collecting qualified leads and building awareness through authentic community connection.
How to Sell Out-of-Home Internally
Kamron admits — not everyone was convinced at first.
“It’s hard to attribute a sale to a billboard. But when you personalize your message and track downstream impact — web traffic, event turnout, inbound leads — the ROI becomes clear.”
His advice to marketers:
- Personalize every activation. Don’t be generic.
- Use out-of-home as part of an omnichannel story, not a siloed spend.
- Frame it as a long-term play, not a quick win.
He also built a tiered sponsorship system at RJ Young to keep partners accountable and measure success across multiple levels — ensuring the focus stays on results, not just exposure.
Breaking Into New Markets
When RJ Young expanded into Savannah, Georgia, they didn’t just open an office and hope for visibility.
They launched an integrated campaign combining:
- Local billboards around key business areas
- Airport ads targeting decision-makers
- CTV and OTT placements during golf tournaments
“We wanted to show we’re not just a Nashville company,” Kamron said. “We’re invested in every community we serve.”
That combination of physical and digital presence established credibility fast — and opened doors for new business conversations.
Kamron’s Advice to Marketers
“Be open but skeptical,” he said. “Test things. Measure what matters. Don’t expect instant success — it’s about consistency, trust, and creativity.”
He believes the best marketers act like salespeople — selling bold ideas internally by tying them to value, efficiency, and impact.
And most of all:
“You don’t need a massive budget to make an impact. You just need intent, creativity, and the right partners.”
🎧 Watch or listen to this episode of Beyond the Billboard featuring Kamron Kunz wherever you get your podcasts, or on YouTube.