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NEWS


SAFER PARKING SCHEME


Ticking all


The Safer Parking Scheme is a great idea – that is a given. There is not doubting the value of a campaign that ensures that car parks are safe, secure, well- maintained environments for motorists to leave their vehicles. The problem is in its promotion. What is the best way of making the white tick as instantly recognisable as the Nike swoosh or the Starbucks siren?


In the Park Mark Safer Parking update, Kelvin


Reynolds, the BPA technical director outlines some of the ways that the profile of the scheme can be raised. ‘This year promises to be a pivotal year in expanding public awareness of Park Mark. But however effective our campaign might be, it would be pointless if award holders do not promote their award locally, in and around the car parks. Park Mark- seeking motorists need to be able to identify a Park Mark car park when they see one.’ Addressing car park managers, Reynolds said: ‘Speak to your development manager about free


the boxes


The white tick is appearing in car parks across the country, but how do you draw the public’s attention to its merits?


they SAY...


This year


promises to be a pivotal year in expanding awareness of the Park Mark Kelvin Reynolds


posters and also use your imagination. Take a look at the marketing and brand manual (www.britishparking. co.uk) and Park Mark Updates as there are countless examples of smart ways to promote the award.’ Ensuring the message gets to the right audience is always a challenge. This might be the biggest challenge to the parking sector. Reynolds explains: ‘Parking managers and award holders expect to see publicity campaigns raising the profile of Park Mark but they are not the target audience; so even if Pulse (PR company) is extremely effective, the award holders may never see it.’ Reynolds added that the publicity campaign is not about spending huge amounts of money on TV campaigns, radio advertising or posters; it is about using limited resources in a smart way. This year’s campaign is targeting new drivers, parents with young children and older motorists. It is also targeting the Driving Instructors Association to promote the safer parking message as part of driver tuition. Through a range of methods the BPA, working with


Pulse, is aiming to get the Park Mark brand in front of as many people as possible in a way they are happy to absorb. Twitter and Facebook both have dedicated Park Mark feeds and pages, and the BPA would like to see operators encouraging their customers to use social media to find Park Mark facilities. Getting the message in front of as many people as possible is not going to be one ‘big bang’ campaign; rather it is going to take a sustained effort to make sure that the white tick becomes an instantly recognised and respected trademark.


SUCCESSFUL SPARKS IN WARKS


A car park in Warwickshire is leading the way when it comes to both sustainability and safety.


While safety is the first priority for the parking team in Nuneaton and Bedworth, the new Park Mark facility is also focusing on the needs of the electric vehicle drivers.


18 JUNE 2012


Managed by the council, the Riverside and Town Hall car park has recently been awarded Park Mark status for promoting a safe car parking site. The facility also features an electric vehicle charging point, supplied by CENEX (Centre of Excellence for low carbon and fuel technologies).


www.britishparking.co.uk


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