What’s in a Parking Brand?

Can you name many parking programs off the top of your head? Maybe the one you work for?

If you pay close attention to the industry, you know SFpark. They have been at the forefront of the parking technology revolution for a few years now. But it’s more than their robust approach to parking management that makes them famous; it’s their brand and the way they present themselves to both the San Francisco community and the parking industry. They developed an iconography and brand that announces to the parker that it’s safe and easy to park when you see the SFpark logo. And even beyond that, they expanded their brand into a marketing and education campaign that compliments the programs mission and goals. See the print version here, and the video they developed here.

I recently helped lead a branding exercise with the City of Seattle Department of Transportation, along with one of the industry’s premier branding experts, Todd Pierce of Pictoform. The exercise was eye-opening and engaging, and the result was a brand and communication strategy that supported the new program, promoted new policies, spun a positive image of the parking agency, and had a little fun with a local flair.

The first component of the exercise was creating a brand for the on-street system. The sign design we came up with expresses the brand, communicates policy, and informs the parker of specific programs (in this case, “Value Block,” which might have lower rates or longer time limits to promote parking in less-used fringe areas).

The second component was to develop an educational video that explained the new policies. Working with local media specialists Team Soapbox, we decided a more local approach worked better than the animated SFpark approach. From our perspective, it seemed fun to see how the Seafair Pirates (a Seattle icon) handled the new program. The result was a humorous set of videos that Seattle residents can easily connect with.

The parking industry is evolving at a rapid pace, and the way we present ourselves is becoming more important than ever. It’s time to put your best foot forward and show your customers you mean business!

About Brett Wood, CAPP, PE

Brett Wood, CAPP, PE, is a parking and transportation planner with Kimley-Horn and Associates. He serves on the IPI Advisory Council, Awards of Excellence Committee, and the Parking Matters® Committee.

Comments

  1. Residents across San Francisco are saying that the SFpark Pilot is an EPIC FAILURE, run by a $20M grant from the Federal Government, it has no oversight, and has done little outreach to find out what businesses and residents need for parking in their community.

    It’s clear that SFpark doesn’t have a clue about the community which it is serving, planting meters all over the city in an attempt to “regulate parking” that in many areas doesn’t need regulating. Residents across the city are revolting against the draconian steps the SFMTA has taken to control city streets through programs that eliminate parking spaces, rearrange traffic flows and demand more money for parking fines and fees.

    SFpark Uses the ENRON Model for Pricing….How did that work out for you last time? Go to sfpark.info

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