International Parking Institute Recognizes 12 Industry Programs for Marketing and Communications Excellence
2014 Parking Matters® Marketing and Communications Awards Highlight Best Practices and Innovative Strategies
The International Parking Institute (IPI) recognized 12 outstanding marketing and communications programs in the parking sector during the 2014 IPI Conference and Expo in Dallas, Texas, June 1-4. Winners of IPI’s inaugural Parking Matters® Marketing and Communications Awards helped advance the parking profession, educated audiences about the value of parking expertise, communicated about parking and transportation options and technologies, improved parking efficiencies, or otherwise communicated positive parking messages.
“We launched this awards program to recognize organizations that are improving the image of parking through their own efforts,” explained Shawn D. Conrad, CAE, IPI executive director. “Productive marketing tells a story that builds a customer base, boosts revenue, and supports communications goals. Each of our winners did that in ways that were creative, strategic, and effective.”
Three of the 12 winners received “Best of 2014” awards for their marketing programs:
• Dallas/Fort Worth Airport, Texas, “Finding Your Hot Spot with Spring Break Express Parking”
• Montgomery County, Maryland, “Using Research and an Edgy Message to Promote Pedestrian Safety in Parking Lots”
• Norwalk Parking Authority, Connecticut, “Rebranding Parking with Technology, Art, and a Smiley Parking Meter
The three Best of 2014 winners will be joined by nine additional winning entries and will be featured in the July issue of The Parking Professional magazine:
• City of Sacramento Parking Services Division with the IPS Group, “Smart PR for New Smart Parking Meters”
• Houston Airport System Parking Division, “Promoting Valet Parking with a Robust Marketing Campaign”
• North Carolina State University, “Creating a Buzz about Parking Permits with the Zombie aPARKalypse”
• ParkIndy and Xerox, “Engaging the Public to Promote Acceptance of the Modernization of Indianapolis Parking Operations”
• Pittsburgh Parking Authority, “Using a Keychain Fob to Promote Pay-by-Plate Technology”
• Texas A&M Transportation Services, “Reaching out to Key Stakeholders with Targeted Messaging”
• Texas Tech University, Transportation and Parking Services, “Riding Bicycle Use to a New Level with Semi-annual Bike Clinics”
• University of Alaska Parking Services, “Building a Positive View of Parking with a Permit Photo Contest”
• University of California/Irvine, Transportation and Distribution Services, “Easing Commuter Parking with Sustainable Transit Choices”
On June 15, IPI’s professional development /awards section of its website at parking.org will include detailed information about the winning entries, examples of supporting collateral, newsletters, brochures, video, and signage – along with lessons learned and marketing takeaways.
The Parking Matters® Marketing & Communications awards program will continue in 2015, with a call for entries being issued in fall 2014.