When you’re promoting city parking options, it’s a lot more than parking lot advertising. It’s letting people know where they can go—both to park their car and once they get out of it. Municipal parking is only as appealing as what’s around it, after all.
Appeal is what the New Haven Parking Authority needed help with when they approached Mascola Group. While they were already working on physical improvements to garages and doing more to ensure safety and convenience at its facilities, they knew they needed an updated brand to communicate to the world that how they do business—including customer service—was changing.
They needed transportation marketing experts with strong brand development skills and experience creating sustainable marketing strategies. We were the perfect fit for the job.
The first step in this particular transportation marketing initiative was developing a brand name and visual identity that was easily recognizable, welcomed travelers into New Haven and called them to a very specific action that would empower them to enjoy the Elm City. Thus, the now-iconic Park New Haven was born.
Our work for the city’s municipal parking arm wasn’t done, though. Mascola Group activated the new branding with paid parking lot advertising across streaming, social media, digital billboards and more to increase visitors to New Haven from surrounding suburbs.
We also ensured the brand’s strength within city limits by developing sustainable marketing strategies including ongoing organic social media, as well as collaboration with local partners. Reaching out to local restaurants, for example, we created a program offering free garage parking to diners after 4 p.m.
Since launch, commuters and visitors have been singing Park New Haven’s praises—both for the brand and the city’s improved parking services. Our sustainable marketing strategies also continue to achieve the goal of increased visits to New Haven and its businesses; Park New Haven’s partner restaurants report that the program consistently draws more about 1,600 additional patrons each month.
This is the success that an agency transportation marketing expertise and passion can achieve.
Are you ready for your parking lot advertising to step on the gas?
