Creators of Etico Parking and Professional Parking Management (PPM) offer a seamless, effective, and hassle-free parking compliance service using license plate recognition (LPR) cameras to automatically detect all parking violations and to send parking charges to violators by mail. They were seeking a comprehensive brand messaging guide and website copy that would differentiate them in their industry and convey their unique technological approach: a blend of a friendly yet serious feel with a high level of professionalism, sophistication, and expertise.
Let the research and strategy begin! Not knowing a thing about parking management, I took a deep dive into the industry to learn the ins and outs, their target audience, and their competitors. This process was my stepping stone for creating their comprehensive brand messaging guide. It also gave me a good sense of which web pages would most benefit them, so I structured the wireframes and wrote copy that would differentiate them from their competitors, and position them as an authority in the industry. Together with the designer, we strategized a look and feel that was minimalist, subtle, and succinct while communicating PPM's vision, mission, and offerings clearly and persuasively to potential parking operators.
“It was a pleasure working with Malka. She wrote awesome copy that differentiated us in our industry. She was easygoing when we needed changes, and her enthusiasm toward the project was great! She gave us a lot of clarity with her messaging guide and overall website copy.”
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