The Parking Spot

tl;dr

the concept

The Parking Spot is the nation’s leader in offsite airport parking. However, after a series of key leadership changes, the company is working hard to differentiate itself from consumers’ other parking options (ride-sharing services, competing lots, etc.). To do so, the organization is focusing heavily on technology, including a new app, shuttle tracking, in-app payments, and integration with business travelers’ expense reporting software.

the execution

Recognizing the power of PR, the new CEO asked Geben to help reposition the company as a technology-driven brand via a targeted media relations strategy. In addition to shifting the company narrative in the media, The Parking Spot also set a goal of having the new CEO on the cover of a trade publication. Geben developed a media relations strategy that aligned with The Parking Spot’s focus on innovation and technology. The culmination of this outreach was a cover story placement in a leading trade publication: Parking Today.

the result

The Parking Today placement:

• Ran online and in print with a centerfold two-page story in the September issue.

• Reached over 15,000 print subscribers.

• Serves as a touchpoint for leadership with key investors, strategic relations and notable office visitors.

The story was also strategically paired with another print placement in Parking Magazine -- an op-ed regarding revenue management technology from The Parking Spot’s Chief Revenue Officer. This strategic planning allowed us to make a splash in two industry leading publications, reinforcing The Parking Spot’s technology expertise and elevating two key leadership members.