BPA- Park Mark Safer Parking Scheme

The Park Mark Safer Parking Scheme is a national standard for UK car parks with low crime and measures to ensure the safety of people and their vehicles. Park Mark sought to increase their brand awareness through the use of social media, email marketing and graphic design. ‍We implemented a brand strategy that cohesively linked all their online platforms, including email marketing and social media.

Services Provided:  
Graphic Design, Email and Social Media Marketing
Client:
The British Parking Association - Park Mark Safer Parking Scheme

Background: 

The Park Mark Safer Parking Scheme is a national standard for UK car parks with low crime and measures to ensure the safety of people and their vehicles. Car parks across the country undergo rigorous assessments by trained police assessors and if they pass, they will receive a Park Mark accreditation which is awarded to each car park that achieves the challenging standards. Park Mark sought to increase their brand awareness through the use of social media, email marketing and graphic design. 

Challenge: 

The challenge for Park Mark was to create a cohesive brand image that showcased the Safer Parking scheme across various online channels and linked the website and social platforms. 

Solution: 

To address this challenge, we implemented a brand strategy that cohesively linked all their online platforms, including email marketing and social media. This included maintaining consistent posting on organic social media and thorough design work. 

Design:

  • We started the process by collaborating with our design team to curate brand visuals that seamlessly integrated with their recently developed website. Crafting a comprehensive brand template became our priority, setting the standard for all future content creation across their online platforms to ensure a unified brand image.
  • In alignment with the re-brand of the Park Mark website and logo design that BPA created, we developed social media templates, cover banners and infographics that linked all of their new branding into a cohesive online presence. This content consisted of infographics, pull-up banners and curved panel designs. We also put together social media toolkits that combined all the resources needed to maintain cohesive content and achieve the goals set out by Park Mark. 

Social Media:

  • Organic Posting: We introduced a consistent posting schedule across Instagram, Facebook, X (Twitter), and LinkedIn to build on Park Mark's online visibility. Our content strategy included a diverse range of posts, aimed at making key aspects of the scheme clear and concise, such as how to identify a Park Mark-certified car park and the criteria for earning a Park Mark Award. Leveraging graphic imagery, including infographics and photo images, we effectively conveyed their message to the Mark Park audience. 
  • Christmas Campaign: We also prioritised creating seasonal content to captivate the BPA audience. During the festive season, we devised a creative concept centred around Santa Claus not utilising the Park Mark scheme during his festive travels. This approach not only resonated with the time of year but also added a playful twist to emphasise the importance of the public making use of the BPA Park Mark service. This campaign imagery was spread across all the Park Mark social platforms. 

Engagement Rate [Average for 2023]:

Instagram: 5%

Facebook: 3.5%  

LinkedIn: 9.1%

Highlights for Social Media:

Instagram 2023:

  • The top-performing content on Instagram highlighted images of car park locations receiving the Park Mark Award. This approach emphasises relatable content, illustrating that earning a Park Mark is an attainable accomplishment.

LinkedIn 2023:

  • A similar style of content, as featured on Instagram, also garnered high engagement rates on LinkedIn, with this post being the most liked in 2023. The post emphasises Park Mark's commitment to celebrating the success of others and promoting awards across all of their online platforms.

Email Marketing: 

  • Monthly email update: We created a monthly “E-zine”  that details all the latest news, updates, activities and events promoting the Safer Parking Scheme. The content showcased new Park Mark facilities and how to find them and connected customers with the local area managers working for the BPA Safer Parking Scheme. 

Results [Average from 12 months - 02/2023 - 02/2024]: 

  • Average Open Rates: 27.1%
  • Average Click Through Rates: 5%

Highlights for Email Marketing:

August 2023-

  • This email provides information about new clients who have received the prestigious Park Mark seal of approval. Additionally, it highlights where to find Park Mark online and outlines their strategies for promoting their locations through various stakeholders.
  • The content of this email provides a great overview of what the BPA Safer Parking Scheme can provide for its users.

Open Rate: 56.17%

Click Through Rate: 4.60%

Conclusion:

By employing strategies such as consistent posting, cohesive branding and seasonal content, we have seen an uplift for Park Mark across their social platforms, cementing their online presence and increasing their brand awareness. 

If you would like help with any of these services, please get in touch - hello@creativepod.net