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Seattle Dept of Transportation-e-Park

Services:
Media Relations, Marketing, Advertising and Promotion, Brand Strategy and Development, Collateral Development, Community Outreach, Event Planning, Graphic Design, Media Buying, Message Development, Public Opinion Research, Website Content and Development

Find Parking Faster


Situation
With construction related to the Seawall and Alaskan Way Viaduct projects, more than 1,000 parking spaces have and will be removed in Downtown Seattle. To help ease the impact of the projects, the City of Seattle created a new electronic parking guidance system.

Team Soapbox and Bullseye Creative were enlisted to develop a name, logo and full launch campaign to bring awareness for the city’s new system, now known as “e-Park.” The dynamic e-Park signs around town show live space availability in major garages and takes guesswork out of parking downtown. It encourages parkers to use e-Park garages instead of circling for on-street parking (which makes up 30% of downtown congestion).

Strategy
Team Soapbox focused on the real benefits of e-Park: making people's downtown experience easier and finding available parking faster. We helped develop a logo and branding, taglines and key messaging, as well as media and marketing materials. Here are just a few of the tactics we implemented:

1. e-Park Launch Event
Team Soapbox orchestrated the Mayor’s launch event of the e-Park program at Westlake Plaza. We coordinated with contractors, city officials and media for a great kick-off event that included e-Park-branded coffee for everyone.

2. Events & Collateral
Team Soapbox coordinated an e-Park presence at the 2010 Annual Figgy Pudding Caroling Competition-- which draws thousands of people—in the form of two hot cocoa stands. We worked with a local food company who donated all of the cocoa for us to distribute in e-Park-branded cups to keep everyone warm downtown during the spectacle. The cocoa stands have now become a tradition, with e-Park stands at the event every year.

Team Soapbox and Bullseye Creative designed brochures, coasters and java jackets. We reached out to many area businesses downtown to display brochures to let their clients know about using e-Park when parking downtown. Dozens of coffee shops and restaurants downtown used e-Park branded java jackets and coasters in their establishments to remind customers of the new program. We’ve also created seasonal versions of each logo (holiday and summer) for the special events.

3. Ad Campaign & Evaluation Survey
At the launch, Team Soapbox rolled out an extensive advertising and marketing campaign that included bus boards on King County Metro buses, an ad buy on SeattleMet.com and area neighborhood blogs, and underwriting on KUOW. The ad campaign has continued each year. In June of 2011, Team Soapbox and Bullseye Creative designed an iPad customer intercept survey to measure the awareness of the e-Park program.

Results
  • The program launch in September 2010 with Mayor McGinn and Kate Joncas of the Downtown Seattle Association was a success with the media.

  • Team Soapbox surveyed 550 e-Park parkers and found that over half of the participants were familiar with the e-Park program, and that was when the program was less than a year old.

  • In September 2012, Team Soapbox conducted another customer intercept survey that had similar success. Be sure to look for the dynamic signs when you're sick of circling the block for parking! They’ll show you where to go.

  • With all of the e-Park buzz, many more garages are looking to sign up with the program in the near future—watch for new garages downtown.

  • Quick responses to stories and opinions in the news.

Videos



KOMO 4 News: Pre e-Park launch