Supporting a Charitable Campaign via Media Relations During COVID-19

Supported giving campaign through press, which raised $35K for charities

100% of coverage included authentic, supportive messaging in light of ongoing pandemic

Proactively secured 22 local media placements in key markets

Overcoming a Negative Newscycle to Raise Awareness

As COVID-19 hit the U.S., transportation halted virtually overnight as Americans were ordered to stay home. Despite the potential for negative business impact due to a steep drop in car travel, ARPR client ParkMobile, the U.S.’s leading smart parking solution, launched a grassroots donation matching campaign to benefit organizations supporting restaurant and service workers in some of its hardest-hit markets, including Atlanta, New Orleans and Denver. Then, shortly after the start of the donation campaign, ParkMobile also launched in New York City, giving a contactless payment option for drivers to avoid touching germ-covered parking meters.

With a nonstop COVID-focused news cycle, ARPR knew that ParkMobile needed a media strategy - with authentic, non-promotional messaging - that would break through the noise to drive public participation and donations in the company’s giving campaign, as well as raise awareness of its entrance into the NYC market.

Mindful Messaging & A Nimble Approach to Media Relations

ARPR developed a local media relations strategy to support the donation campaign, with messaging prioritizing information on the nonprofits in each city and with clear instructions on how to donate directly via the ParkMobile app. Media targets included each of the cities’ major daily newspapers, broadcast news stations, local publications and hyperlocal blogs.

For the New York City app launch, ARPR helped ParkMobile pivot from traditional market launch messaging to lead with the benefits of contact-free parking payments, especially relevant given the city’s severe outbreak. ARPR strategically pitched media in the Tri-State area to directly reach these commuters.

Raising Awareness & Driving Crowd-Funded COVID Giving

ARPR successfully earned media coverage for both of ParkMobile’s COVID-driven initiatives, exceeding expectations during a cluttered news cycle and positively positioning the company in key markets. In total, ARPR secured feature articles about ParkMobile’s giving campaign across target markets, totaling 7 media placements including in top dailies such as The Atlanta Journal-Constitution and The Denver Post. ARPR’s media strategy complemented ParkMobile’s integrated marketing efforts promoting the campaign, which ultimately raised over $35K for organizations supporting restaurant and service workers. Additionally, ARPR’s approach to helping ParkMobile elevate the benefits of contact-free paid parking options in New York City resonated, earning 15 media placements. Coverage included a placement in amNY, the top-ranked hyperlocal publication, which was then syndicated across surrounding borough publications, such as Our Town New York, The Staten Island Advance and Bronx Times.