Launching a Measurable Social Media Strategy
Purchase Park 2 Fly (PP2F) is an offsite airport parking company that provides valet parking services on the campus of Purchase College located in Purchase, New York. PP2F services Westchester County Regional Airport (outside of White Plains, New York) 24 hours daily.
The local airport authority had extremely high, uncontested parking rates. PP2F decided to offer discount rates to the college and the public with the extra parking spaces available on the college campus. Additionally, PP2F desired to introduce their new branded services to the online community without using aggregators (third party marketing websites).
PP2F created an interactive Facebook page to generate a community atmosphere and to encourage parker loyalty. To further this effort, PP2F made reservations easier and faster by allowing customers to reserve a real time parking space through Facebook without leaving the Facebook environment. Additionally, occasional deals were promoted only on Facebook to encourage the sharing and liking of their page.
Facebook has become one of PP2F’s most visited sites. Since adding the reservation system exclusive to Facebook, PP2F has experienced immediate success with an increase in daily reservation totals and a new track-able revenue source. In a promotion in 2012, PP2F secured 62 Facebook reservations (over $10,000 in social sales) in one day. PP2F has continued to satisfy their current customers and has developed new relationships with their Facebook marketing strategy.
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