The innovative, Dragons’ Den backed start-up ParkingPerx were looking for an experienced, out-sourced CMO to add to their business as well as an expert team in marketing, website development, design, media buying (traditional and digital), copywriting, animation, market research and return on investment. They were looking for a mutually beneficial, long-term approach with a strategic partner for a successful, sustainable and replicable launch in Sunderland which could be rolled out to other locations over the coming years.
After a competitive process, Narrative were appointed to be ParkingPerx’ marketing partner.
Our Client Partnerships Director, Aimee Philipson was immediately seconded to the ParkingPerx team as part-time CMO (1-2 day’s per week) and took the lead on marketing communications for both B2B and B2C audiences. She led a small team of graduates who led on their own workstreams within the business, and she worked closely with the founder and the Head of Sales.
Alongside ongoing work bringing the brand and content in to alignment, the Narrative team devised marketing strategies and tactical plans for the B2B merchant and local authority audiences, and the B2C shopper audience.
The B2B campaign focused primarily on direct selling and marketing, plus printed collateral (using QR codes), direct mail and dedicated landing pages and online brochures (which tracked engagement). A series of videos were created by our team to educate the audience about the concept and how it would benefit their businesses and towns.
The B2C campaign, however, was focussed primarily on digital communications in order to reach the target audience and to maximise budgets. An advertising plan was developed for £22,000 including Google AdWords, Spotify, Facebook, Instagram and display advertising on regional press websites. Consumer mapping was undertaken to clearly mark out the communications consumers would receive at each point in the customer journey, and email and SMS marketing content were developed and planned in partnership with the internal team. Daily social media content creation and community management was led by the Narrative team and reporting was provided on follower volume, engagement and popular content.
The digital communications were complemented with outdoor advertising in the shopping area we were targeting to generate brand authority and to ensure that online communications were seen as trustworthy and authentic.
The app launched during the COVID-19 pandemic, and yet the app downloads far outstripped the client’s expectations. The campaign reached over 500,000 people in the target locations and brand awareness increased nearly 200% from the start to the end of the campaign.
Testimonial from Chris Reed, founder of ParkingPerx:
“I was looking for an agency that could not only deliver from a creative point of view, but who could get into and be part of the life blood of our business. They needed to understand and deliver on our vision, become part of our culture, interpret our ideas and deliver a complex suite of messages to very different target audiences. What I got surpassed my expectations. Narrative feels like an in-house marketing department and that level of integration and delivery can only be achieved through empathy, professionalism, communication and ultimately talent. I can’t recommend them highly enough.”