Parking issues aren’t unique to downtown Pensacola, Florida, but it’s an issue that was growing bigger as the district became more and more vibrant, with record visitors, new development and residential growth. When the City of Pensacola selected a new partner to manage its mobility platforms, one of the key tasks was to launch a new parking app, and Ideawörks was tapped to develop a branding and public education strategy to ensure that the launch would go off as seamlessly as possible. The new brand, PARKPensacola, leveraged a mix of the City’s brand colors with the addition of bold, high contrast colors that would work to bring legibility and easy recognition to new signage, decals and marketing materials.
Rather than burying parking app and parking information deep within the city’s website, it was determined that a separate site (accessible as a stand-alone site
as well as through the City’s site) for parking with a simple URL would make it easy for residents and visitors to access parking information, download the new app, and read the FAQs. The new site, at www.PARKPensacola.com, is a mobile-responsive site that is easy to navigate from desktop to mobile device, and has proven to be an important hub of information.
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The complexities of parking management are in a constant state of flux, due to continual changes and updates to technologies, environmental demands and standards, customer usage and needs and the ever-changing client desires and goals. Over the past ten years, Ideawörks has invested the time to learn and understand all aspects of parking so that they can properly, simply, beautifully and successfully market the paid parking system to benefit our city, our locals and our visitors. A decade of parking experience and more than two decades of marketing experience has allowed Ideawörks to set a new bar of excellence for the parking and marketing world!
—Lissa Dees, Manager, City of Pensacola Parking Management District
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