Communications Campaign: Smarter Parking for Miami
Client: Miami Parking Authority (MPA)
Campaign Title: Fair, Convenient, and Secure. Introducing Smarter Parking in Miami.
Campaign Duration: September 15, 2025 – November 30, 2025
Platforms: LinkedIn, Instagram, Facebook, Website
1. Executive Summary
This campaign will introduce the Miami Parking Authority’s new camera-based parking system, launching September 29, 2025. The core objective is to educate the public, build trust, and drive adoption of the new process. The campaign will be executed in three phases (Pre-Launch, Launch, Post-Launch) across the MPA website, LinkedIn, Instagram, and Facebook, with tailored content for each platform’s unique audience.
2. Campaign Goals & Objectives
- Primary Goal: To ensure a smooth, positive public transition to the new camera-based parking system.
- Objectives:
- Mitigation: Proactively reduce public anxiety and misinformation by addressing concerns about privacy, billing errors, and data security.
- Awareness: Achieve 20% awareness of the new system among MPA’s social media audience before launch day. (If MPA has a baseline already.)
- Understanding: Ensure key messages (e.g., “$10 notice vs. $38 citation,” “no automatic tickets”) are clearly understood, measured by positive sentiment and engagement. (If sentiment can be measured by a tool like Brand24.)
3. Target Audiences
- Primary: Miami-Dade County residents who regularly drive and park in the city (commuters, shoppers, event-goers).
- Secondary: Visitors and tourists parking in Miami.
- Tertiary: Local media, community leaders, business associations, and city officials (primary audience for LinkedIn).
4. Key Messages & Tone
Core Message: Parking in Miami is now fairer, more convenient, and more secure.
Supporting Messages:
- Fairness: “No more ‘gotcha’ tickets. We give you a 30-day grace period.”
- Convenience: “Park, go, and pay with ease. Use the app or handle a notice later.”
- Value: “Save money. A $10 service charge is much better than a $38 citation.”
- Trust & Security: “Smarter service, not surveillance. Your privacy is protected.”
Tone of Voice: Transparent, helpful, authoritative, and community-oriented. We are a partner in making Miami better, not an enforcement agency looking to penalize.
5. Campaign Rollout
Phase 1: Pre-Launch (Awareness & Anticipation) | Sept. 15 – Sept 29, 2025
Goal: Announce the change, explain the “why,” and set a positive tone.
Phase 2: Launch (Education & Action) | Sept 29 – Oct 31, 2025
Goal: Provide clear, detailed information on how the system works and drive app downloads.
Phase 3: Post-Launch (Reinforcement & Support) | Nov 1 – Nov 30, 2025
Goal: Reinforce benefits, address real-world questions, and provide ongoing customer support.
6. Platform-Specific Content Strategy
*Twitter can be implemented, but was not focused on due to its higher risk for negative amplification.
*Step-by-step processes should be explained on the website.
A. Facebook
- Strategy: Serve as the primary source of detailed information and community engagement. Use a friendly, helpful tone to answer questions and foster dialogue.
| Phase | Content Examples |
| Phase 1 (Pre-Launch) | – Announcement Post: Official announcement graphic and text. “Big news! Parking in Miami is getting a smart upgrade.” – “Why the Change?” Video: Short (60-90 sec) video with an MPA spokesperson explaining the current challenges and how the new system is a solution. |
| Phase 2 (Launch) | – “How It Works” Video: A clear, animated explainer video showing the entire process from entry to payment. – Carousel Post: “Your Questions, Answered.” Use the “We hear your concerns” table to create a shareable, multi-slide post. |
| Phase 3 (Post-Launch) | – Reminder Posts: “Don’t forget to update your address with the FLHSMV to ensure you receive notices and be eligible for the city of Miami resident parking discount.” Include a link to the Resident Discount page. – Community Management: Actively monitor comments and messages, providing template-guided but personalized responses. |
B. Instagram
- Strategy: Use visually engaging, simple, and easily digestible content. Reels and Stories are key to explaining the process quickly.
| Phase | Content Examples |
| Phase 1 (Pre-Launch) | – Teaser Reel: Quick cuts of Miami street scenes with text overlays: “Tired of parking citations?” “What if you had a second chance?” “Something better is coming. 9.29.25.” – Story Polls: “What’s the most frustrating thing about parking?” to build engagement. |
| Phase 2 (Launch) | – Animated Reel: A 30-second, fast-paced animated video showing the “Park -> Forget -> Get Notice -> Pay” flow. – Carousel Guide: “How to Use the New System in 4 Easy Swipes.” Each slide is a step with a simple icon and minimal text. – “Myth vs. Fact” Story Series: Use the Q&A section to create interactive stories. (Myth: I get a ticket instantly. Fact: You get a mailed notice first!). |
| Phase 3 (Post-Launch) | – Infographic Reel: A short video comparing the two paths: “Pay with App vs. Pay by Notice.” – Location Focus: Post a photo of one of the newly equipped lots/garages and remind people how the system works there. |
C. LinkedIn
- Strategy: Position MPA as a forward-thinking, innovative public authority. Focus on the system’s efficiency, safety, environmental, and technological benefits.
| Phase | Content Examples |
| Phase 1 (Pre-Launch) | – Official Press Release Article: Post a detailed article from the MPA Communications Team. (This can be the same as the Legacy Media Press release.) – Infographic: A professional graphic showing projected stats: “Fewer Patrol Miles,” “Reduced Carbon Footprint,” “Safer Streets for Officers and Public.” |
| Phase 2 (Launch) | – Partner Spotlight: Tag and thank technology partners (e.g., the camera system provider) and payment apps, highlighting the public-private partnership. – Benefit for Businesses: Post about how improved parking turnover and access benefits local businesses and the Miami economy. |
| Phase 3 (Post-Launch) | – Case Study (Early Results): After a month, post an article: “One Month In: Early Successes of Miami’s Smarter Parking.” Share positive data (e.g., high on-time payment rates for notices, positive feedback). – Thought Leadership: Post about the future of smart cities and how this project fits into a larger vision for Miami. |
D. Website
Fair, Convenient, and Secure. Introducing Smarter Parking in Miami.
At the Miami Parking Authority (MPA), we’re committed to making parking easier, fairer, greener, and more efficient for everyone. That’s why we’re excited to roll out our new camera-based parking system in select locations starting September 29, 2025. This innovative approach uses entry and exit cameras to help ensure smooth operations while giving you more flexibility to pay.
Why this is a win for you!
- No automatic citations – Forgetting to pay at the gate won’t instantly land you a ticket. You get a clear, mailed notice first.
- Low extra cost – The $10 service charge is far cheaper than the standard $38 citation you’d otherwise receive.
- Transparent billing – Every notice shows the time you parked and the exact amount due.
- Safer streets – Fewer officers need to walk the lots to hand out tickets, reducing traffic-related risk for everyone.
- Improved access – Ensures that parking spaces are used properly, benefiting the entire community.
- Fewer patrol miles mean lower fuel use and a smaller carbon footprint.
How It Works:
- Park & Pay: Look for the payment zone number. Use PayByPhone or ParkMobile payment apps to pay at the beginning of your stay. No notice will be sent.
- Forgot to Pay: Within 48 hours, a mailed payment notice is sent for the base fee amount plus $10 service charge
- 30 Day Grace Period: You will have 30 days to pay the notice. Once paid, no further action is required.
- Citation: Only if you fail to pay the notice within 30 days will a citation be issued. Failure to pay citations will prevent vehicle registration renewals and possibly lead to towing.
- Municipal Review: You will have 30 days to request a court date to appeal the citation.
We hear your concerns, and we’ve acted on them
| Concern | Our solution |
| “Will I get a surprise bill?” | Notices are only sent if you stay longer than the 10-minute grace period and fail to pay using the PayByPhone or ParkMobile Payment apps. |
| “What if the camera makes a mistake?” | Notices can be disputed within 30 days via our online portal. We’ll review the notice and correct any error. |
| “Is my license plate data safe?” | We understand concerns about surveillance, which is why we’ve built strong safeguards into the system. Cameras only capture entry/exit data for payment verification—no personal information is stored beyond what’s needed, and all data is securely encrypted and anonymized after processing. We comply with all relevant privacy laws and do not share data for any non-parking purposes. This is about smarter service, not surveillance. |
| “What if I don’t receive the notice?” | To avoid missing notices, please verify that the mailing address associated with your vehicle is up to date at the Florida Department of Highway Safety and Motor Vehicles. |
| “Can I be notified via SMS or email?” | ??? |
| “What happens if I don’t pay?” | Failure to pay the notice will result in a parking citation issued by the Miami-Dade County Clerk of Courts. Failure to pay citations may prevent you from renewing your vehicle registration and the possibility of having your vehicle impounded. |
Think You Were Billed in Error?
If you believe you received a Notice of Payment Due by mistake, you may request a citation review by the Miami Parking Authority online.
Once a citation is issued, you must request a court date at the Miami-Dade Clerk of Courts to appeal the citation.
We’re here to make parking stress-free and support our vibrant community. Download the PayByPhone or ParkMobile apps today for seamless payments, real-time spot availability, and more. Have questions? Our Customer Service Staff is happy to help.
7. Addressing the “???”
The question mark next to “Can I be notified via SMS or email?” is a good opportunity.
Solution: Address this head-on in the campaign.
- Post Copy: “We’ve heard your feedback! While SMS/email notifications for missed payments are not available at launch, we are actively exploring this feature for a future update. For now, the best way to avoid a notice is to use the PayByPhone or ParkMobile apps. To ensure you receive mailed notices, please verify your address is current with the FLHSMV.”
- Benefit: This shows MPA is listening, transparent about current limitations, and committed to future improvements. It turns a potential weakness into a sign of responsiveness.
8. Community Management & Crisis Response
Response Protocol:
- Tier 1 (Simple Questions): Community managers respond using a pre-approved FAQ document.
- Tier 2 (Angry/Complex/Viral Comments): Do not delete (unless abusive). Acknowledge the user’s frustration. Respond publicly with a helpful, calming message and offer to take the conversation to a private channel (DM or customer service email/phone) to resolve their specific issue.
- Tier 3 (Misinformation): Respond publicly and politely with the correct information and a link to the official MPA website.
9. Measurement and KPIs (Key Performance Indicators)
Dependent on KPI’s that MPA already collects. If none exists, it may be beneficial to implement a sentiment analysis tool.
- Awareness: Reach, impressions, and follower growth across platforms.
- Engagement: Likes, comments, shares, and video views. Monitor sentiment analysis on comments (positive, neutral, negative).
- Action: Clicks to the MPA website’s FAQ page.
- Success: A measurable decrease in the number of citations issued for “failure to pay” in the new zones compared to old enforcement methods, and a high payment rate for the initial $10 notices.