NEPC Conference March 2016

THE PAY-BY-CELL SELL: ENGAGING A COMMUNITY TO PROMOTE & ADOPT NEW PARKING TECHNOLOGIESMARCH 2016

DAVID SNYDER, PRESIDENT AND CEO, SNYDER GROUP, INC.

KATHRYN HEBERT, EXECUTIVE DIRECTOR, NORWALK PARKING AUTHORITY

Snapshot of Norwalk

• 6th largest city in the state of Connecticut

• Population of approximately 86,000

• Home to Fortune 500 companies and thriving small businesses

Norwalk Parking Authority

• Self supporting city agency funded through parking dollars not taxes

• Manages and operates: 4,000+ on and off-street parking spaces 9 facilities 2 Railroad stations 3 garages 4 open lots with multiple tenancy

Norwalk Parking Authority (continued)

• Parking is essential component of economic development and community sustainability

• Parking is a visitor’s first and last impression

• Positive Experience = Repeat Visitors = Revenues

What We’ve Accomplished to Date

PUBLIC ART

THE ART OF PARKING.The Norwalk Parking Authority through a grant provided by the Federal Transportation Enhancement Public Art Program is happy to present public art installations in the SoNo Train Station. ENJOY! NORWALK

PARKINGAUTHORITY

Cool.

Paul Hitchen Alissa Siegal Fran Meehan

Joan Melnick

PUBLIC ART

INTERACTIVE KIOSKS

ENVIRONMENTAL SUSTAINABILITY

Pay stations no longer use space numbers. Please punch in your license plate number

when making payment.

Your Free Key Tag

NPA

norwalkpark.org

Remember Your License PlateNumber(take a picture with your smart phone!)

Bypass pay stations altogether and pay for parking right from your smart phone! Download the easy app today at www.parkmobile.com or one of these app stores:

For more information visit: www.parkmobile.com

Remember Your

License Plate Number

For Use at Pay Stations!

www.norwalkpark.org

PAY-BY-LICENSE-PLATE INITIATIVE

Pay-By-Cell Initiative

Why Pay-by-Cell

• First introduced Fall 2011

• Providing another payment option for customers

• Minimizing parking violations while maximizing parking revenue

• Initial downloads and usage spiked

Why Pay-by-Cell (continued)

• Since then: Average 5-10% increased usage per month

Increased transactions times

• Many in community, business and residents, still unaware

Pay-by-Cell

The Campaign • Challenge - Targeted at point of

usage in the community

• Solution - Guerilla marketing program

Norwalk Community College - Marketing 101

Pay-by-Cell

Norwalk Parking Authority Gets: • Unique targeted marketing solution

• Data and information

• The goodwill of community engagement

Pay-by-Cell (continued)

Norwalk Community College Gets: • Program for a first year marketing class

• Real-world experience for students with a professional marketing agency

Pay-by-Cell Campaign Strategies - The Work

MARKETING COLLATERAL PARKING POWERDOWNLOAD THE FREE PARKMOBILE APP TODAY AND

SAVE $1 OFF PARKING!*

• Optional 15-minute expiration notifications

• Link payment to your Visa Checkout or PayPal account

• Extend your parking session on-the-go

• Ability to view and print parking history

• Save “Favorite” and Recently Used zones

• Add up to 5 license plate numbers and 5 users to your profile

• Save time and money

For more information visit: www.parkmobile.com

Tell us what you thinkFill out our survey online at norwalkpark.org/feedback

DON’T FEED THE METER. PAY FOR PARKING FROM YOUR SMART PHONE.

*Offer ends 11/24/2015

Look for the Parkmobile sign or sticker. Download the Parkmobile App. Once registered, use the Parkmobile app to enter in the zone number listed on the sign to start a parking session.

Choose the duration you wish to park. Confirm your information. Monitor and extend your time.

How to Use the ParkMobile App

STREET (GUERRILLA) MARKETING

POINT OF PURCHASE - DRINK COASTER

MARKETING VIDEO

Click to watch video

PUBLIC RELATIONS

The Hour

Daily Voice

Hamlet Hub

Norwalk/CT Plus

Results

• Immediate bump in downloads and usage: @ 200 increased transactions.

• Average transactions up 1.5%

• Overall activity up 38%.

• Improved community involvement and awareness through relationship with college

What’s Next!

• Continue to evolve from traditional parking provider to collaborator and facilitator for downtown development and commerce: supporting mobility sustainability livability growth and improvement

QUESTIONS?

Snyder Group Inc. • One Selleck Street • First Floor • Norwalk, CT 06855 • 203-852-0586 • www.snydergroupinc.com©2013 Snyder Group, Inc. Any use in part or whole constitutes usage.

THANK YOU!