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2017AAPACOMMUNICATIONSAWARDSPROGRAM

PortofMontrealPortintheCityDaySummaryAspartofitscommitmenttogetclosertoitsneighbours,thePortofMontrealhosteditsannualPortintheCityDayonSaturday,September10,2016.Portneighbourswereabletodiscovertheirportanditsfacilitiesduringafreeone-hourcruiseontheSt.LawrenceRiver.Portexecutivesconductedtheguidedtoursandexplainedtoneighbourstheimportanceofportactivity,theimpactofportoperationsontheeconomy,andtherolethattheportplaysintheirdailylives.1.ChallengesandOpportunitiesThePortofMontrealisamajorinternationalportthatwelcomeseachyearsome2,000shipscarryingmorethan35milliontonnesofalltypesofcargotoandfromallpartsoftheworld.Theportstretchesalong16milesofwaterfrontandisgenerallyhiddenfrompublicview.ItalsoisoftenconfusedwiththeOldPortofMontrealrecreationandtourismsite.Oneofourmaincommunicationschallengesistoincreaseawarenessabouttheportandhavethegeneralpublic,andinparticularportneighbours,understandhowtheportoperates,itsimpactontheeconomy,whatitmeanstothecityofMontreal,theprovinceofQuebecandtheentirecountryofCanada,andtherolethatitplaysintheirdailylives.

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PortintheCityDayallowstheporttoexplainitsimportanceandgetclosertoitsneighbouringcommunitiesinaveryconcreteway.Itprovidesuswiththeopportunitytoremindportneighboursthattheportis:

• AstrategictoolforeconomicdevelopmentandacatalystforeconomicgrowthforMontreal,QuebecandCanada,andacreatorofjobs:portactivityinMontrealisresponsiblefor$2.1billionannuallyinaddedvaluetotheCanadianeconomyandsupports16,000direct,indirectandinducedjobs;

• Aresponsiblecorporatecitizenthatiscommittedtosustainabledevelopmentandtosupportingitsneighbours;

• Amajorinternationalportthathandlesalltypesofgoodsthatpeopleuseintheirdailylives.

2.ComplementingOverallMissionThePortofMontrealisanoceanportattheheartoftheNorthAmericancontinentandahubforworldtrade.OurmissionistocontributetotheprosperityofourclientsandpartnersandtotheeconomicdevelopmentofGreaterMontreal,QuebecandCanada,allwhilerespectingtheenvironment.Ourvisionistobeadiversified,successfulandinnovativeportthatexercisesinspiringleadershipandprovidescompetitivevalue-addedservices,makingitapartnerofchoiceinthelogisticschain.Withinourmission,PortintheCityDayprovidesuswiththeopportunitytocommunicateourmanyvalues,andinparticularourvaluesof:

• Collaboration(promotingteamwork,informationsharingandcommunication);and

• Responsibility(demonstratingthatweareasustainableorganizationthatplacesgreatimportanceontheenvironment,onourneighbouringcommunities,andonourcontributiontotheeconomy,whileactinginaccordancewiththerulesofconductdictatedbyhonesty,transparencyandaccountability).

PortintheCityDayisaperfectopportunityfortheporttomeetitsneighboursanddeliverkeymessagesabouttheimportanceoftheport.Itdemonstratestheport’swillingnessanddesiretofulfilitsroleasaresponsiblecorporatecitizen.Itshowsthattheportwantstogetevenclosertothecommunityandinparticularitsneighbouringcommunity.Itfamiliarizesthepublicwithportoperationsandthemajorimpacttheyhave.ItmakesportneighboursbetterunderstandthevitalrolethattheportplaysintheeconomicandsocialfabricofMontrealandintheirdailylives.

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3.PlanningandProgrammingGoal:TofamiliarizeneighbourswiththePortofMontreal’sactivitiesandhavethembetterunderstandtheimportanceoftheport,itsimpactontheeconomyandtherolethatitplaysintheirdailylives.Objectives:

• Deliverpertinentmessagesabouttheportinaclearandconcisefashion,andinarelaxedandfunatmosphere;

• Reachoutandmeetneighboursface-to-faceandgetclosertothecommunity;• Getmorepeopletojointhe‘NeighboursofthePort’program;• Encourageemployeeparticipationintheevent.

TargetAudiences:Primaryaudience:Theporthasmadeitaprioritytostrengthenandmaintaindialoguewithitsneighbours.Ithasexaminedits16-milefootprintontheislandofMontrealanddeterminedthatportactivityconcernsabout16,000householdswithin1,000feetoftheport.ThisistheprimaryaudienceforPortintheCityDay.Asapartnerinmanyprojectsledbyorganizationsworkingtoimprovethecommunity’squalityoflife,ensureitseconomicdevelopmentandprotectitsenvironment,andthroughinformationsessionsheldtoinformneighboursaboutprojectsintheirarea,theportknowsthisaudiencequitewell.Secondaryaudience:MediaincludinggeneralnewsmediaandspecializedtransportationindustrymediaintheMontrealarea.Wearetargetingtheseaudiencesinordertoraiseawarenessabouttheportand,inparticular,highlightitseconomicbenefitsanddemonstrateitsimpactoneverydaylife.4.ActionsandOutputsPlanningforPortintheCityDaybeganinthesummer.Acommunicationsofficerintheport’sCommunicationsDepartmentspentabout40hourscoordinatingtheevent.

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Theportdeliveredaspecialpostcardtotheresidentsofhouseholdslivingwithin1,000feetoftheport,invitingthemtoregisterbyphoneoronlineforoneoffivefreecruisesonSeptember10.Thedepartmentbroughtinanextrapersontomanageregistrations.

PortintheCityDaywasheldinpartnershipwithAMLCruises,whichprovideditscruiseshipCavalierMaximfortheevent.IttookpassengersfromtheOldPortattheupstreamendoftheporttoPromenadeBellerivePark,nearthedownstreamendoftheport,andbackagain.Therewerefivedeparturesoverthecourseoftheday.

Clownsandface-paintingwerepartoftheentertainmentforchildrenduringthecruises.Childrenalsoreceivedcrayonsandport-themedcolouringbooks.

Threevice-presidentsandonedirectorgavetheguidedtours,explaininghowfacilitiesoperateandthemajorimpactofportoperationsontheeconomy.Twelveotherdirectorswereamongthevolunteers.

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Priortoandfollowingthecruises,atthedepartureandarrivalarea,portemployeeshandedoutballoonstochildren,andSamajamentertainedpassengerswiththeirspecialbrandofmusic.Samajamisaschoolretentionprogramthatusesmusictohelpyoungpeopledeveloptheirself-esteem,theirsenseofbelongingtotheirschoolandcommunity,andtheirloveoflearning.ThePortofMontrealsupportsSamajamaspartofitsCommunityInvestmentPolicy.Theportalsohadaphotoboothwhereguestsstoodinfrontofagreenscreenthatwastransformedintoaportsceneafterthephotosweretaken.

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5.CommunicationsOutcomesandEvaluationThe2016PortofMontrealPortintheCityDaysucceededinmeetingthefollowingobjectives:Objective:Deliverpertinentmessagesabouttheportinaclearandconcisefashion,andinarelaxedandfunatmosphere.Result:Portexecutives,servingastourguides,explainedtosome2,665peopleoverthecourseofthedayhowtheportoperatesandthereasonswhyitplayssuchanimportantroleintheirdailylives.Objective:Reachoutandmeetneighboursface-to-faceandgetclosertothecommunity.Result:Invitationsweredeliveredtoabout16,000householdswithinimmediateproximityoftheport.Atotalof2,665people,almostallofwhomlivewithin1,000feetoftheport,participatedinPortintheCityDay.Objective:Getmorepeopletojointhe‘NeighboursofthePort’program.Result:PeopleparticipatinginPortintheCityDaywereinvitedtosubscribeonlinetothePortofMontreal‘NeighboursofthePort’mailinglist.Subscribersto‘NeighboursofthePort’receivekeyinformationabouttheportaswellastheport’sLogbooke-magazine.Some140peoplehavejoined‘NeighboursofthePort’sincetheinvitationwassentout.Objective:Encourageemployeeparticipationintheevent.Result:Twenty-eightoftheport’s235employeesvolunteeredfortheday.Threevice-presidentsandonedirectorgavetheguidedtours.Twelveotherdirectorswereamongthevolunteers.

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ReactiontoPortintheCityDayhasbeenverypositive.Ininformaldiscussions,participantstoldusthatmessagesabouttheport’sbenefitsweredeliveredinaclearandconcisefashion,andinafunandrelaxedsettingidealforfamilies.Manypeopletoldusthattheyhadnoideaoftherolethattheportplaysintheireverydaylivesandthatitisresponsiblefordeliveringmanyoftheitemsthattheyconsumeanduseonadailybasis,fromfoodproductsandfreshproducesuchasfruitsandvegetablestoelectronicdevicesandpaperproducts.The2016PortofMontrealPortintheCityDayclearlyexpressestheport’sdesiretogetclosertoitscommunityandfulfilitsroleasaresponsiblecorporatecitizen.Planningforthe2017PortintheCityDaywillbeginsoon!