In 2021, the New York City Department of Transportation initiated a contract to revamp their citywide Mobile Park App and payment system, ParkNYC. The existing system operated as a wall-based system, where the customer funds a specific amount and payments are deducted from that amount. Seeking to expand this current system, NYCDOT required a user-friendly, single-transaction (non-wallet) system to maximize customer convenience, payment options, application features and location-based informational services. 

To market and publicize the new app developed for NYCDOT, MJA is responsible for implementing an overall outreach and engagement strategy to increase the usage of the parking app citywide. Our outreach and engagement team developed a strategy to target areas of NYC with high populations of car owners and high populations of non-NYC resident visitor parking in order to roll out the program. Outreach tactics include use of print materials, videos, signage, and promotional materials at public meetings, large events, and pop-up sessions throughout the city.