Client: Pensacola Downtown Parking Management
Scope of Work: Foster Positive Brand Image and Generate Brand Awareness with a minimal budget
We were tasked with 3 goals
1) Eliminate myths about downtown parking difficulties
2) Encourage visitors to shop downtown
3) Brand an easy and friendly parking image
We also need to achieve this with a $5,000 media budget
We researched facts directly affecting parking in the downtown area. The number of retail stores and restaurants, plus the actual number of available parking spots gave us plenty of positive data. We also researched other parking systems in similar demographic areas
Collaboration between our team, the downtown parking committee, downtown advisory board, and the downtown improvement board provided the consensus for the parking systems key messaging.
Primary Message: Parking downtown is convenient and easy
Secondary: Easy parking = hassle free shopping
Supporting Points: Valet service •8,526 available spots •Spots are well located
Team members contributed creative and strategic ideas with the aim to achieve the key messaging within budget. Several creative ideas and media options were assembled.
After revisiting with the downtown parking committee, downtown advisory board, and the downtown improvement board, we arrived at the key message of "Seeing Spots - downtown has 8,526" and creatively massaged the media buy and planned the public relations aspect.
On schedule, we released a targeted direct mail piece, print campaign, transit advertisements, public relations, and a handy parking map/ brochure.
UPDATE: We have since updated all of these materials AND added a new website www.pensacolaparking.com. Be sure to check out the very cool interactive map!
Tactical Implementations:
- Establish a trackable website link pensacolaparking.com
- Build web banner ad
- Direct mail
- 4x6 postcard sent to 4,700 homes
- Demographics: single family dwelling, family of 2+, combined income of $100,000+, 3 select Area Codes within simple driving distance
- Transit (bus bench) ads
- 10 locations / 2 months
- targeting commonly traveled routes near the mall, downtown, and the naval base
- Print
- Gulf Breeze Magazine - Winter Edition - full color ½ page
- Gulf Breeze News - x3 - full color
- Splash magazine - December - full color
- Manage public relations initiative
- promote new valet system
- promote positive changes in garages and surface lots
- Parking map/ brochure
- feature ease and convenience of parking
- feature map of parking options
- delivery at special events and through retail