ABSTRACT
A successful parking operation must include a quality marketing, public relations, and community connections plan. A strategic plan for a parking program to communicate with its customers can support all aspects of the parking program’s operations. It is up to each organization to get their story out and to deliver an accurate and attractive message to its intended audience. Otherwise competing interests, the media, or citizens’ groups may deliver another story that is either inaccurate or potentially damaging. An organization or institution’s investment in marketing and communications can be a key differentiator between them and their competition. Further, it is important to build relationships with key partners so that when help is needed delivering a message, it will be easier to get that message out. Messaging for a public parking system should focus heavily on how the program will work to align parking and mobility policies and activities with the community’s strategic development and growth goals. When crafting key messaging for public education and communication about a parking system’s operational and customer service enhancements, it is important to carefully consider the tone of the messaging and how various messages will be perceived by the public.
