Walker Restoration Launch

Client:             Walker Parking Consultants

Project:           Walker Restoration Consultants Launch

Mission:

Generate publicity for the launch of Walker Restoration Consultants, a new division of Walker Parking Consultants, the largest parking consulting firm in the U.S.

Drive business and revenue growth through high corporate visibility while helping the company carve out a stronger niche in the restoration market as part of a five-year strategic plan.

Biggest Challenges:            

·        Communicating the benefits of offering restoration services to the internal teams at the 13 Walker Parking offices. Generating enthusiasm for selling these new services and educating each office about how the team would interface with new and existing clients.

·        Changing the perception externally that Walker Parking provided only parking consulting services and expanding appreciation for the restoration team’s proven experience in this area.  

·        Building visibility for the Restoration group in the eastern, central and western regions of the U.S. that corresponded with Walker offices in Boston, Chicago and Denver.

Winning Strategies

·        Communicated key messages about Walker Restoration Consultants which focused on renewing, restoring and preserving built assets, using state-of-the-art engineering technologies that are minimally intrusive and cost effective compared to overhauls, renovations or wholesale dismantling and reconstruction.

·        Planned and presented a Webinar for all 13 offices of Walker Parking Consultants that included lunch, branded giveaways and an internal newsletter detailing how the new division would positively impact the company.

·        Developed new press materials to positively position the new division and its experienced restoration experts.

·        Supported national brand and regional offices with a strategic media relations campaign.  Conducted media outreach for the announcement to trade press, planning and vertical trade outlets to target developers, builders, architects and facility managers.

·        Coordinated regional media tours with Restoration division managers in three key markets: Boston, Chicago and Denver.

·        Increased Walker’s visibility within the industry through trade show presence and writing by-lined articles.

Results:

·        Garnered more than 10 million media impressions during the one-year campaign, including positive media coverage in publications such as Building Design & Construction, Parking Today and the New England Real Estate Journal.

·        Drove sales increase of $15 million more than initial projections and a 13% increase over the prior year, including a year-over-year revenue increase of 20% for the Restoration division.

·        Engaged Walker’s internal audience, generated enthusiasm to support and sell the new services and communicated the importance of restoration to Walker’s business. 

·        Educated both clients and targeted external audiences about the capabilities in the new division while establishing positive momentum for the launch.