Park Smarter
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Park Smarter 〰️
CASE STUDY
UNT Parking & Transportation
Park Smarter
Integrated Marketing Campaign
ROLE
Copywriter
MY CONTRIBUTION
As the campaign's copywriter, I translated research into clear, approachable messaging across the integrated campaign. I developed campaign copy, brand messaging, activation concepts, and educational content that helped reposition Transportation Services as a trusted campus resource rather than simply a parking department.
Responsibilities
Research & Interviews Integrated Marketing
Campaign Strategy Print & Digital Content
Copywriting NFC Experience
Brand Messaging. Wayfinding Messaging
THE CHALLENGE
UNT Transportation Services faced low trust, inconsistent branding, and widespread frustration surrounding campus parking. Students often viewed the department as the source of parking problems instead of a resource designed to help them navigate campus more effectively.
Archie & Quin
Original campaign mascots designed to humanize Transportation Services and reinforce the Park Smarter campaign through approachable, character-driven storytelling.
THE 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.
THE BIG IDEA
Transforming Transportation Services Into a Trusted Guide.
NFC Keychain
A quick-access tool allowing students to instantly open parking resources, maps, and transportation information with a tap.
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.
Every campaign decision was guided by research, refined through strategy, and carried consistently across every student touchpoint.
