Situation
In 2015, the Miami Parking Authority (MPA) tasked the MRD team with the goal of creating a marketing communication campaign aimed at increasing PayByPhone’s utilization rate in Miami from approximately 23 to 40 percent or higher within a year. PayByPhone is global mobile app to pay for parking.
As technology was revolutionizing the parking digital space in the U.S. and worldwide in recent years, so were the executives at MPA, simultaneously, preparing for upcoming trends, ever- changing consumer attitudes and the impact of this evolution on the industry.
Strategy
With the ultimate goal of positioning PBP as the premier mobile parking payment platform in Miami, the MRD team designed a sustained, integrated marketing communication campaign in English- and Spanish-language that included earned, social and digital media, special events, influencer outreach, branded content, small print buy and partnership development.