Contemporary Approaches to Parking Pricing: - FHWA Operations

6.3 Marketing
Once a message and tone have been established, it is time to develop marketing materials. The types of materials
developed will vary based on budget, target markets, chosen distribution channels, and level of change being
sought. Minor programmatic or policy changes are unlikely to require a large marketing effort; however, programs
such as SFpark, in which a new concept in on-street parking is introduced in combination with new parking assets
and enforcement regimes, require significant education and outreach.
A number of options exist for distributing marketing materials and disseminating messages. Low-cost but effective
options include bus-shelter signs; municipal bill inserts; bus wraps; Web sites; emails; radio; flyers left with merchants;
door-to-door outreach; press releases; press events; and social media including Facebook, Twitter, and
YouTube. In some communities it may be necessary to develop marketing materials in multiple languages. This
determination can be made based on city policy, analysis of census demographic data for the impacted area, and
feedback received during the outreach stage. For significant changes the visual design of marketing materials will
ideally extend to physical parking assets, garages, and off-street parking lots.
Supporters and influencers should be called upon during the marketing phase of the project to discuss actively the
benefits of the proposed parking policy with community stakeholders and political leaders. Many individuals
within the community may not take the time to understand the details of the proposed parking program. Instead,
they will seek the opinions of other community members or try to determine the general level of support within
the community. If a vocal minority is able to create the appearance of opposition, the opinions of less informed
community members may also turn against the project. Supporters and influencers can help a project avoid this
fate.
6.4 Tracking
Marketing efforts should be monitored and tracked. Specific goals should be identified against which the success of
marketing efforts should be measured. Examples may include the number of Web site visits, Twitter postings,
“likes” to a Facebook page, newspaper articles published, and community meetings attended. Monitoring progress
toward marketing goals facilitates making adjustments to correct an underperforming marketing plan.
After a program has been approved and implemented, communication with community stakeholders should be
maintained. This will ensure that parking managers are able to address any concerns that may arise and maintain
community connections and trust for the next time a policy change is pursued.
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