Guideline for case story
About this guideline
As a Sustainable Mobility Partner (SMP), Q-Park achieves great things for municipalities, their residents and visitors. It’s important to inspire a variety of stakeholders (especially local decision makers).
This document helps you to initiate and create strong case stories locally. Of course, as with all content, please inform Q-Park Corporate in accordance with our PR protocol.
Some instructions for a strong Q-Park case story
Think outside-in: the goal of a case story is to convince local authorities that we are a key partner to have at the table when tackling mobility challenges. This means we always approach the story from their (outside) perspective: with which challenge did the municipality struggle and how did Q-Park fix that?
Include all key aspects which decision makers consider when choosing a mobility partner, for example:
The actual solution we brought to the table, with a focus on our strategic and creative SMP role.
The way we acted as a partner in the collaboration (advice, flexibility, expertise, finances, respect for agreed timings and community needs, and delivery standards, …).
The results, preferably in KPIs, that resonate with stakeholders (public satisfaction rates, decrease in unwanted car movements, decrease of dangerous traffic situations, increase in EV charging points, increase in usage of bicycle parking, increase in shared mobility partnerships, decrease in amount of cars parked on the street…).
Think of one overall aspect which stands out (and attracts): what makes this project unique? This can be a very difficult challenge for example regarding mobility or construction, or a hugely prestigious location. Use that as a key part of the introduction.
Maximise the inclusion of, and consistency with, our SMP Message House.
Let the customer (or municipality, developer, partner) tell the story for you: add at least one quote or, if possible, tell different parts of the story in the form of quotes (an overall interview format is also an option): this adds to the credibility of the story and makes the target audiences relate to it more.
Don’t think ‘chronology’ by default, a strong case story is not told from A-Z. For example: leave (if at all relevant) information about the initial prospection/sales phase of the parking facility for the end. This can be relevant information but only when the reader is convinced by the case itself. The structure hereafter will help you with that.
Strong title: make sure this attracts the attention of your target audience.
Introduction: this is where the reader decides if this story is what they thought it would be, so make sure it already points to the key elements, like the challenge and the result.
The actual story, the following order merely serves as a tool to help you tell a logical and attractive story.
Start by explaining the municipality’s initial need (from their perspective):
Question to answer: Which goal or challenge did they have?
Example: “create additional parking space while decreasing on-street parking.”
Then explain the overall solution:
Question to answer: Which solution did Q-Park as an SMP propose and how did that advice/decision process go (dialogue, …)?
Example: “Q-Park suggested to renovate an existing parking facility and incorporate EV charging points and car-sharing providers to offer a range of mobility solutions. Re-designing existing real estate is a more sustainable and often faster solution than new build.
Describe the relevant (things that our decision makers care about and/or that strengthen our SMP positioning) project information.
Question to answer: How did we execute the solution and how did we collaborate with the municipality and other partners?
Example: “The former Q-Park Centre in The Hague was renovated, partnerships were found to ensure fast EV charging stations and car-sharing solutions for our customers. Together with the municipality we ensured proximity to public transport station and created easy to use products for Park + Charge and Park + Ride needs”.
Key results:
Question to answer: How did the solution of Q-Park contribute to the local mobility and parking needs?
Example: “With this new mobility hub, Q-Park managed to create xxx new parking spaces underground, creating more shared space with play grounds, trees and lanes for pedestrians and cyclists. Car movements were reduced around the city and the general urban liveability in the city increased.”
The collaboration:
Question to answer: How did the municipality and end-customer experience the collaboration with Q-Park (focus on key SMP aspects)? Page 3 of 3
Example: “With this new mobility hub it is easier for customers to make informed decisions and continue their journey in a more sustainable way. There are solutions for residents and cyclists, and it is easy for mobility partners and local businesses to partner with Q-Park. They obtain much needed space and/or obtain customised solutions to fulfil their needs.
Only then, add (if relevant) other information like:
The prospection/sales phase (why was the municipality convinced to choose Q-Park?) or other information. Example: “The city chose Q-Park for this project, because it was very important to preserve some specific historic elements around the parking facility. Q-Park is specialised in this kind of construction.”
Next steps (if any): Which other activities and phases are there in the project and which basis has the past phase layed for that?
Q-Park motivation: Why did Q-Park want to execute this project?
Finish with a Call-To-Action (CTA): provide links to other cases for more inspiration and make sure the reader knows how to contact you (in a website case, you can include an additional CTA at the start and/or in the middle of your case as well).
Feel free to connect with Q-Park Corporate if you need any help with the creation of the case story. If you need support from your local PR agency or freelancer, please feel free to do so.