port of long beach final presentation
TRANSCRIPT
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HELLO
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Other ETA team members who’ll work on thePort of Long Beach account
Rachel HollidayAccount Manager
“I look forward to helping tell the story of the Port’s green initiatives. I’m kind of a green freak myself.”
Frank ToobiInteractive Manager
“I float by the Port almost every day. I’d love to play a part in building its image.”
Dannette DrehsenAccount Planner
“When I heard we might be working with the Port, I cranked up my music and did “the running man.”
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Other team members, cont’d.
Cassandra PopliProduction/Traffic
“Not counting the Lakers or Kings, I can’t think of a more exciting account to work on.”
Brian DuenasGraphic Designer
“Can’t wait to get started. Hope they let me operate a crane.”
Elise SeversonMarketing Assistant
“Being a Long Beach native, I’d be proud to partner with the Port. Count me in!”
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Today’s discussion guide
Discuss the Port and its most pressing issues Review creative directions Summarize similar work Q&A
This is no kid-sized operation. The Port of Long Beach moved 6.3 million TEUs in 2010 (every th ing f rom rubber duck ies and electronics to petroleum coke). That’s a 23.6% bump from the previous year – reportedly the largest single increase of any U.S. seaport.
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Our current understanding of the Port’s strengths, weakness, threats and opportunities
INTERNAL
NEG
ATIVE
EXTERNAL
POSITIVE
STRENGTHS
• 2nd busiest U.S. container port• 18th busiest port in the world• State-of-the-art facilities
- 10 piers, 80 berths, - 71 post-Panamax cranes- Security: Sonar, military-grade
radar, X-ray devices• 30,000 local jobs; 316,000 in SoCal• Dedicated to green, sustainable and
efficient development
WEAKNESSES
• 90% of business from East Asia• 71% of business from imports• High dependence on U.S.
consumer spending- More than any other major
U.S. seaport• Expansion constraints
- Urban development- Environmental regulations
THREATS• Increased foreign and domestic
competition• 2014 completion of Suez and
Panama Canal expansion• New York, Savannah, Charleston
are aggressively pursuing anticipated “post Panamax” traffic
• Diversion of Asian traffic to Gulf and East coast ports
OPPORTUNITIES• Agreement w/Panama Canal
Authority to promote more Latin America business
• $4 billion investment for POLB improvements over next decade to increase volumes and efficiencies
- Middle Harbor Modernization» Move twice the cargo with
half the pollution• Gerald Desmond Bridge • Pier “S” development
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The Port’s most pressing “trade” issues
Trade• High interest / high involvement• Increased foreign and domestic competition• “Four corners” strategy• Possible share erosion
Rough waters ahead. Haulers, freight forwarders and supply-chain gurus are advocating a “four corners” strategy to move more cargo through Vancouver, Houston and Savannah – and reduce the r e l i a n c e o n t h e W e s t C o a s t .
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Increased competition from world container ports,most notably Asia and Europe
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2004 2005 2006 2007 2008 2009
Sinapore / SingaporeShanghai / ChinaHong Kong / ChinaShenzhen / ChinaBusan / S. KoreaGuangzhou / ChinaDubai / UA EmiratesNingbo / ChinaQingdao / ChinaRotterdam / NetherlandsTianjin / ChinaKaohsiung / TaiwanPort Klang / MalaysiaAntwerp / BelgiumHamburg / GermanyLos Angeles / USATanjung Pelepas / MalaysiaLong Beach / USAXiamen / China
Source: American Association of Port Authorities
TEU
s (0
00s)
(TEU
= T
wen
ty-F
oot
Equiv
alen
t U
nit)
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With the exception of Tacoma and Montreal, all North American ports gained share in 2010
12010 data was not available for Hampton Roads or San DiegoSource: American Association of Port Authorities; Individual port websites; Various news clippings
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Port o
f Los
Ange
les
Port o
f Lon
g Bea
ch
Port o
f New
York/
New Je
rse
Port o
f Sav
anna
h
Port o
f Van
couv
er
Port o
f Oak
land
Port o
f Sea
ttle
Port o
f Hou
ston
Port o
f Man
zanil
lo
Port o
f Tac
oma
Port o
f Cha
rlesto
n
Port o
f Mon
treal
Port o
f Laz
aro C
arden
as
Port o
f Prin
ce R
upert
Port o
f Ham
pton R
oads
Port o
f San
Dieg
o
20092010
TEU
Mar
ket S
hare
by
Per
cent
age
North American TEU Market Share by Port and Year(TEU = Twenty-Foot Equivalent Unit)
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Retailers are diversifying port usage forging a “four corners”strategy – West Coast, Canada, East Coast and Gulf Coast
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3
4
1
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The Port’s most pressing “community” issues
Community• Low engagement• Low awareness• Emotionally – mixed feelings
True blue. Thanks to the Port’s fo rward- th ink ing C lean Trucks Program, air pollution from harbor trucks has been reduced by nearly 8 0 % a s o f J a n u a r y 1 , 2 0 1 0 .
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Current community point-of-view about the Port of Long Beach
Neg
ativ
e Positive
High Awareness
Low Awareness
EMOTIONS
AWAR
ENES
S
Port ofLong Beach
The economic upturn. As one of the busiest seaports in the world, the Port of Long Beach generates more than $47 billion in direct and indirect b u s i n e s s e a c h y e a r .
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Future community point-of-view about the Port of Long Beach
Neg
ativ
e Positive
High Awareness
Low Awareness
EMOTIONS
AWAR
ENES
S
Port ofLong Beach
The economic upturn. As one of the busiest seaports in the world, the Port of Long Beach generates more than $47 billion in direct and indirect b u s i n e s s e a c h y e a r .
Advertising Concept Directions
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Project objective(s) – Specifically, what must this job do? (E.g., Introduce a new product or service, create awareness, change attitudes, increase demand and usage, build loyalty?)
Long Beach rules. The Port of Long Beach is the 18th busiest container cargo port in the world and the 2nd busiest port in the United States.
For the Trade: Continue to promote the Port’s “state-of-the art” facilities and benefits
For the Community: Increase awareness of the Port’s value and contributions to the community
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What’s the single most compelling fact or idea we want consumers to remember? (Keep it simple and straightforward.)
Key Message: The Port of Long Beach is a vital business entity and major contributor to the betterment of Long Beach and surrounding communities
Jobs. And more jobs. With the movement of products of virtually every kind, the Port is a powerful economic engine. In fact, 316,000 jobs in the five-county Southern California region are Port-related.
Comparable Work for Other Clients
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Similar work for other clients
Similarities• 100 year old Long Beach-based organization• Target audience – residents of LB, LA & OC• Shift perceptions from old and stodgy to
contemporary and friendly The Problem
• Research revealed the bank was perceived as old, stodgy and out of touch with the community
Key Strategic Insight• Reinvigorate the brand to be contemporary,
neighborly and inviting/helpful Creative Strategy
• Use contemporary lifestyle imagery and promote the benefits of doing business with today’s F&M
Tactical Elements• TV, OOH, newspaper, online, email, direct mail,
website Results
• $46 million in new deposits
(A Community-Based Story)
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Similar work for other clients, cont’d
(A Trade Story)
Similarities• High interest/high involvement category• Jobs and millions of dollars at stake
The Problem• Product parity among a few good brands• Little or no brand loyalty
Key Strategic Insight• If an oil rig goes down because of fouled
plugs, millions of dollars and jobs are at risk• Specifiers switch brands because category is
mature and products virtually identical Creative Strategy
• Reposition DENSO Iridium Saver spark plugs as the world’s most durable – 3X longer duty cycle than comparable plugs
Tactical Elements• Trade pubs, online, affinity marketing
Results• Inquiries up 17%; Awareness up 4%;
Sales up 6%
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Next steps
Teacher’s pet. The health of our area’s children is important to the Port. That’s why they’ve invested $4.7M to improve air quality for youngsters in schools, day-care centers and other youth facilities.
Appoint ETA AOR Define specific objectives for each target: Trade,
Community Review available research Identify knowledge gaps and address as needed Develop key messages and confirm relevance Execute program, measure and adjust accordingly
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Q & A