In this role I collaborated closely with designers to create words and images that worked in harmony and delivered results.
Together, the team produced a series of CRM emails that persuaded first time users to download the app and continue using JustPark by understanding the advantages. One email sent out with this specific intent led to the highest number of downloads in a week up to that point (127,000).
Revenue per customer increased by approximately 13% following the launch of the various new customer journey email series.
The series of welcome emails for customers who had only used JustPark mobile payment once resulted in a 13% increase in pre-book conversion (as opposed to ad hoc mobile payments on arrival at a car park) equating to £120K+ in revenue per year.
Designing and writing a selection of pop-up exit modals (which appeared on screen when customers stayed for a length of time on the booking page) encouraged completion of purchase by 6%. The exit modal that inspired the most confidence and persuaded customers to complete their booking was JustPark’s 4.6 TrustPilot rating.
Operating during lockdowns, as well as periods when the country was opening up again presented its challenges, but also opportunities. JustPark was cited by the government as a Covid-19 Best Practice Service specifically for beach visits during the summer of 2020 when many travel restrictions were still in place and the British coast attracted much higher levels of holidaymakers than usual (On the B2B front, we won Cornwall County Council as a client). We dialled up our comms to let NHS staff know that we offered them a 10% discount and for businesses returning to offices, our easy-to-use app was the best contact-free solution.
B2B content included a focus on highlighting benefits of JustPark for Asset Managers in the Property and Hospitality industries to rent out unused car parking spaces.
Providing copy for campaigns such as Go Touchless (B2B) which helped car park managers and local authorities move swiftly to implement a contactless system for car parking payments at the start of the Covid-19 pandemic. Also comms on free parking and discounts for NHS staff.
Updating paid ads according to feedback from analytics, writing SEO blogs about parking and driving based on search trends, re-writing website copy using fresh tone of voice.
Supporting on the launch of Monthly Saver (B2C) the long-term parking solution to help customers find a reliable parking space near home, work or the train station. This involved working with both the product team on UX copy as well as the marketing team on product page content and SEO blogs about the benefits of Monthly Saver.
Making business writing more accessible and digestible, JustPark Founder Anthony Eskinazi gave my team a shoutout following another team member’s commendation for our design of the Investor Letter.
