Tag Archives: 2020 IPMI Marketing Award

2020 IPMI Marketing Award Winner: Social Media Program: Philadelphia Parking Authority Podcast and PSAs

Philadelphia Parking Authority

The Philadelphia Parking Authority (PPA) in Pennsylvania has increased its digital presence through the robust use of informative video content and a new podcast, “The Petri Dish,” hosted by PPA Executive Director Scott Petri. The PPA was looking for ways to adapt its digital content to better tell the organization’s brand story while increasing its social media following. The PPA already had an established library of informative and engaging content across several channels; this included imagery, blogs, motion graphics, limited video content, and infographics.

The PPA plays a vital role in contributing to the economic vitality of Philadelphia while also improving the quality of life for its residents and visitors. However, by effectively enforcing on-street parking, the PPA had a stigma that its sole purpose was to issue parking tickets. By analyzing social media data, the PPA determined who its audience was and created new video and podcast content to serve them. The PPA used social media targeting tools to reach its intended audience, targeting those ages 25–55 who lived within a 25-mile radius of Philadelphia.

Since the launch of the videos and podcast in January 2019, the PPA social media following has grown by more than 3,800 followers, or a 15 percent increase. The content has had more than 1.6 million impressions and over 44,000 social media engagements since the launch.

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2020 IPMI Marketing Award Winner: Mobility Marketing Program, Stanford University, California

In 2019 Stanford University embarked upon its first major expansion, with the addition of a new 35-acre campus in Redwood City, Calif. While this new development marked an exciting and transformative time for the university, it required a significant transportation communication program to assist commuters with the transition.

Located five miles from Stanford’s main campus, the new campus brought together approximately 2,400 employees from nine university departments. At the new campus, more than half would be moving from free parking to paid parking.

Stanford Transportation developed and implemented a robust campus relocation outreach and commute resilience campaign, particularly focused on the numerous parking and transportation changes. The goal was to create a positive experience for the relocating staff members and inform commuters of options, including alternative transportation, mobility options, and telecommuting.

Stanford Transportation collaborated with local transit agencies, which included offering a free transit pass and promoting free and discounted sustainable transportation and mobility programs, including teleworking. The team engaged commuters with a commute survey and events such as “Try Your Commute Days,” First Friday commute events, and bike registration at the new campus.

Stanford Transportation implemented a comprehensive communications plan, while striving for transparency. A monthly email newsletter, “On the Move,” included shuttle updates, garage safety tips, commute options, alternative transportation details, and more. This was a vital resource for employees, connecting them with Stanford Transportation’s Stanford Redwood City microsite.

Stanford Transportation invited commuters to share their commute resilience tips and tricks with incentives for participating. The program was extremely successful, with over 1,000 submissions that are being featured in subsequent outreach. How-to videos helped commuters plan their trips, while targeted emails provided sample commute plans. A sustainable transportation checklist outlined options and resources with links, and commuters received incentives for completing their checklist.

Stanford Transportation succeeded at implementing a creative, interactive, and effective outreach for relocating commuters. Flexible carpools nearly doubled, and approximately 500 SRWC employees joined the Commute Club. Parking & Transportation Services moved to Stanford Redwood City in June 2019. We’re just a call, message, or click away.

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2020 IPMI Marketing Award Winner: Parking Marketing Program: Bruin ePermit Launch, UCLA

Each year, University of California, Los Angeles (UCLA) Transportation issues more than 50,000 parking permits to UCLA employees and students. To streamline parking services and be more sustainable, the department launched a new virtual parking permit system using license-plate-recognition technology.

To launch Bruin ePermit, a fully integrated marketing campaign was developed and implemented to promote the new paperless parking permit system. Assets included print and digital advertisements, website content, email campaigns, social media posts, videos, signage, T-shirts and promotional items, and outreach events. By the beginning of the new fiscal year in July 2019, the department had reached its compliance goal of 20,000 Bruin ePermit purchases.

Before the launch of Bruin ePermit, UCLA Transportation used a paper-based system for employee and student parking permits, which required paperwork, physical hangtags, and gate access cards. Transitioning to a virtual system came with numerous benefits, including reduced labor hours and maintenance costs, an enhanced customer experience, and a substantial reduction in paper and plastic waste.

A comprehensive marketing and communications plan was formulated to ensure adoption of the new system. The initial phase involved generating content for UCLA Transportation’s website, including a new informational page at bruinepermit.ucla.edu and adding a detailed FAQ webpage to address customer concerns. The customer chat web portal, Ask Transportation, was also updated with numerous questions and answers for customers to search.

“Your Plate Is Your Permit” was the campaign’s first tagline, with logos and graphics created for different platforms. A series of email campaigns targeted specific audiences, including students and departmental commute coordinators. Articles were written for UCLA Transportation’s Be a Green Commuter blog, and promotional and instructional videos were created. Social media posts also highlighted the new program using catchy, taglines such as “Straight Outta Hangtags” and “Less paper and plastic is good for the planet.”

Large, eye-catching signage was posted around campus, including in parking areas. Ads were placed in the student newspaper, which also published three articles about Bruin ePermit. Promotional items included T-shirts, tote bags, phone chargers, water bottles, and pens. The T-shirts were distributed to UCLA Transportation’s Commuter and Parking Services staff, who provided in-person customer service support.

UCLA Transportation also hosted Bruin ePermit presentations for hundreds of commute coordinators, who received goodie bags with ePermit swag to encourage their employees to purchase their Bruin ePermit by the June 30 deadline. With the transition to Bruin ePermit, 1,500 pounds of paper and 30,000 plastic hangtags have been removed from the production process each year. Customers no longer need to visit the transportation office to pick up permits, reducing foot traffic in the commuter services lobby by roughly 68 percent. And the new system eliminates fees for replacing lost or stolen hangtags and gate access cards.

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2020 IPMI Marketing Award Winner: Rebranding Campaign: Street Reach Indy, Conduent & ParkIndy

The Street Reach Indy campaign features repurposed parking meters to curb panhandling and help homeless people in Indianapolis, Ind. The program is a partnership between the Coalition for Homelessness Intervention and Prevention (CHIP) and Downtown Indy, Inc., and replaces CHIP’s Know Outlets program.

Street Reach Indy’s goal is to increase attention to homelessness, encourage donations at repurposed parking meters, and distribute resources to those in need. The new Street Reach Indy parking meters—maintained and collected by ParkIndy—improve and clarify the brand message, broaden CHIP’s audience and social media engagement, and encourage valuable sponsorship opportunities.

Like many cities, panhandling is a problem in Indianapolis. Local legislative attempts to end vagrancy sometimes prove divisive or difficult to enforce. More importantly, making solicitation illegal doesn’t solve the underlying problem—96 percent of those panhandling in Downtown Indy are homeless. Indianapolis chose to employ a new tack through Street Reach Indy by funneling donations to services such as housing and workforce assistance. Instead of giving money directly to individuals, visitors can feed their spare change into 20 rebranded Street Reach Indy parking meters and donation boxes.

The idea of using parking meters to combat homelessness is not new. In fact, Indy officials got the idea from a similar program in Denver, Colo. While the previous Know Outlets program had a design, the messaging—“Know Outlets to Support Indy’s Homeless” and “Donate Here”—did not do enough to communicate the mission or the meters’ purpose.

The Street Reach Indy team reshaped the brand in gold and bright blue and a new font designed to attract those walking by. New messaging was created that clearly identifies the purpose: “A public campaign providing critical financial support to Indianapolis homeless.” Messaging includes a call to arms—“Help the Homeless” and “Donate Here”—and clarifies the program’s mission: “Making homelessness rare, short lived, and recoverable.”
ParkIndy supports the program for free, and their team maintains the parking meter stickers and branding as well as the meter mechanisms. The organization also collects the meters and counts coins on behalf of Street Reach Indy. Further, ParkIndy and its partners, such as Flowbird, donated the meters to Street Reach Indy and implemented pay-by-cell protocols to benefit the campaign.

ParkIndy promotes CHIP through direct donations and, within its subcontractor agreements, requires that vendors donate a percentage of their Indianapolis-based fees to support local charities. To date, these initiatives, including direct and in-kind donations, have led to nearly $50,000 in donations. Over two years, Street Reach Indy raised over $250,000 to provide assistance to 485 individuals experiencing homelessness.

Read the full article here.