Park Smarter
Integrated Marketing Campaign
Role:
Copywriter
Client:
UNT Transportation Services
Timeline:
Spring 2025
Skills:
Research
Campaign Strategy
Copywriting
Integrated Marketing
Overview
Park Smarter is an integrated marketing campaign created to reposition UNT Transportation Services from a source of frustration into a trusted campus resource. Through research-driven messaging, approachable branding, and student-centered experiences, the campaign encourages commuters to make smarter parking decisions while improving perceptions of the department.
My Contribution
As the campaign's copywriter, I developed messaging across the integrated campaign, helping translate research into clear, approachable communication. I contributed campaign copy, brand messaging, activation concepts, and written content across print, digital, experiential, and promotional touchpoints to maintain a consistent voice throughout the Park Smarter campaign and the overall look of its mascots.
Challenge:
UNT Transportation Services struggled with low trust, inconsistent branding, and widespread frustration surrounding campus parking. Students often viewed the department as the cause of parking problems rather than a resource designed to help them navigate campus.
Research:
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Surveyed 373 members of the UNT community
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Conducted 55 one-on-one interviews
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Completed ethnographic observations of campus parking behavior
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Performed social listening and competitive analysis across peer universities
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Identified parking availability, permit cost, and confusing communication as the largest pain points.
Key Insight:
Students aren't unwilling to change how they park; they simply continue using familiar parking habits because they don't believe better options exist.
Campaign Strategy:
Park Smarter demonstrates that less stressful parking experiences already exist. By simplifying communication, improving wayfinding, and educating commuters through approachable messaging, the campaign transforms Transportation Services into a trusted guide rather than an enforcement agency.
Brand Identity:
The Park Smarter identity combines playful mascots, bright visuals, and approachable language to make transportation information more engaging and memorable. Every touchpoint was designed to reduce confusion while creating a friendlier relationship between students and Transportation Services.
Archie & Quin:
Friendly mascot characters designed to humanize Transportation Services while guiding students through parking resources and campus navigation.
NFC Keychain:
A quick-access tool allowing students to instantly open parking resources, maps, and transportation information with a tap.
Comic Series/ Orentaion Pamphlet:
Illustrated stories that explain transportation topics through entertaining, easy-to-understand scenarios.
Experiential Activations:
Interactive campus events encouraged students to engage directly with Transportation Services while learning about parking options, campus resources, and transportation programs through hands-on and video experiences.
Signage:
Improved directional systems helped students identify parking options more efficiently while reinforcing the Park Smarter brand across campus.
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