Clients We Have Served

Background. Rapid Park was a chain of approximately 25 parking facilities. They participated in a very competitive industry, which was characterized by relatively large, long-term contracts to manage and operate parking garages owned by commercial and residential buildings.

Actions. Porte's objective was twofold: 1) establish Rapid Park as a "player" in an industry where three or four large companies dominated the market and 2) enable them to participate in the bidding process for upcoming contracts.

Brochure.The first step was to develop a brochure that would enable Rapid Park to compete on an equal footing with its larger competitors.

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T-Shirt.The client asked us to design a simple T-shirt. Porte created many options, but ultimately established the Rapid Park positioning: "New York has more great parks than you think." This expression became the basis for all future Rapid Park communications.

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Advertising.Rapid Park had a very modest advertising budget, but Porte made the most of it with a series of small space ads announcing the company's 50th anniversary, new contracts and a variety of initiatives.

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Public Relations.Porte generated editorial support from relevant trade publications, just as a larger, traditional agency might do. The small agency ingenuity came from getting the publications to report on Rapid Park's "park-bench" advertising and "windshield marketing," which was featured in an editorial overview of the way advanced technology was impacting the industry.

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Direct Response.Porte created a database of New York buildings with parking facilities. An on-going direct mail campaign determined when contracts were up for renewal, established Rapid Park as a credible candidate for bidding on upcoming contracts and maintained an ongoing dialog that enabled Rapid Park to compete against bigger competitors.

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Results. After a seven-year relationship, facilities managed by Rapid Park grew from 25 to 40.

A large international parking company bought Rapid Park and Porte's services were no longer required. Stuff like that happens occasionally.