WALLYPARK

PREMIER AIRPORT PARKING

05. WALLYPARK:    a. SHORT STORY     b. EPIC TALE     c. EPILOGUE    

{ Positioning a Local Brand for National Growth }

a. THE SHORT STORY

1. BEFORE:

A premium service-oriented Los Angeles-based garage with an undifferentiated brand image in the competitive, crowded, and price-conscious airport parking industry, had its sights set on national expansion.

2. AFTER:

With a complete brand overhaul, implementation of email, social, and online marketing programs, as well as internal tactics to reboot the company from the inside out, WallyPark became a premium service-oriented national brand with one of the industries most distinctive and respected brand images. With locations from coast to coast (and growing), including Seattle, Newark, and Chicago, as well as 3 parking complexes built from the ground up; the rollout of a new brand extension, WallyExpress, complete with its own messaging, branding, and imagery; WallyPark experienced a growth rate of over 500%, and became a name recognized as the leader in premier airport parking, nationwide.

WallyPark Shuttles-Before and After

{ TACTICS }

  1. Corporate Identity
  2. Website Design
  3. Email Marketing
  4. Social Media
  5. Mobile Marketing
  6. Print + Outdoor
  7. Signage
  8. Vehicle Wraps
  9. Promotions
  10. Trade Shows
  11. Grand Openings
  12. Business Plans
  13. RFPs

b. THE EPIC TALE

{ THE WHO }

In the ultra-competitive, bargain-fever world of the airport parking, a single, privately owned LAX garage had a grand vision of national expansion. Its divergent points were clear: Premium Car Care Services (hand washing, detailing, engine work and dent-removal), Free Perks (including but not limited to Wi-Fi, newspapers and beverages), Trunk-to-Terminal Assistance, and one-of-a-kind door-ding protection pads.

The problem came down to program costs versus profits. All of the services came with a heftier price tag than the competition, defying the deeply embedded “lowest-price-wins” consumer mentality. Nevertheless, the parent company’s goal was to open 2 to 3 new locations per year at international airports across the country creating a nationwide brand. Dreamentia was called upon to unify the brand, differentiate it from the competition, and position WallyPark for a seamless transition into all its rollout markets.

{ THE WHAT }

Working hand-in-hand with a team of clients, Dreamentia created consistent premium messaging as an initial gateway to build brand awareness for WallyPark. The premium messaging consisted of updated branding, sophisticated shuttles, upscale and service-driven signage, and white-glove marketing materials and sales tools. Advertising in a manner foreign to their current (at the time) competitors offered an attention-grabbing opportunity. A refined, reservation-driven website was built and a robust and lively social media presence was created from scratch.

High-impact partnerships were established with companies such as the Los Angeles Lakers, Ritz Carlton, Costco, and AAA. Targeted, location-specific email marketing was implemented throughout the rebranding campaign. WallyClub, the frequent parker program, was completely revamped to focus on value and exclusivity, offering exciting rewards and promotions useful to consumers.

Along the way, Dreamentia also helped launch WallyExpress, a subsidiary of WallyPark, as well as WallyUniversity, an employee-training program – to name just a few additions to the original WallyPark brand.

{ THE SO WHAT }

The revitalized WallyPark brand successfully relaunched in Los Angeles and Denver in 2006, and then opened new facilities in Seattle, Houston, Newark, Atlanta, Philadelphia, Orlando, Jacksonville, Milwaukee, and Chicago. Ultimately, a total of 16 WallyPark locations from coast to coast made WallyPark a nationally recognized – and respected – brand.

Strategic online and offline efforts helped the company to grow over 500% in size and over 350% in sales during Dreamentia’s stewardship. Website traffic increased 245% and Facebook fans ranked WallyPark second behind the industry leader, The Parking Spot, a company with over twice as many locations. Which is why the entire parking industry evolved into considering WallyPark as the service-focused company that takes white-glove parking to the next level.

c. EPILOGUE

WallyPark Premier Airport Parking

“Dreamentia reminds people that trust, loyalty, and dependability are traits that are the most important when it comes to a business relationship. They took our problems and challenges on as their own, and have done so for over a decade. They are our go-to agency for all of our toughest communication challenges.”

CHARLES BASSETT – President, WallyPark

05. WALLYPARK:    a. SHORT STORY     b. EPIC TALE     c. EPILOGUE