Seaports have served as a crucial economic lifeline by bringing goods and services to people around the world for hundreds of years. Seaports continue to be a critical link and play a vital role in the global marketplace, but they don't always get credit for the significant contribution they make to our society and economy.
Without seaports, our world would be a vastly different place. But, unless you have a seaport in your backyard -- and sometimes even when you do -- you don't fully recognize the value seaports bring.
AAPA's mission as the voice of the seaport industry is to advance the common interests of its diverse members as they connect their communities with the global transportation industry. In support of this mission, AAPA has set out to significantly raise awareness of the critical role seaports play in enhancing our economy, the environment, national security and our quality of life.
Each year, seaports throughout the Western Hemisphere generate trillions of dollars of economic activity, support the employment of millions of people and import and export more than 4.5 billion tons of cargo. Seaports deliver prosperity to millions of people throughout our hemisphere, and it is time that the public recognizes this significance and supports our mission.
"Seaports Deliver Prosperity" is the theme of the initiative we have launched with the help of the Washington office of Edelman, the world's largest independent public relations firm. This strategic awareness program to educate and communicate the importance of our industry will help us move the needle in our favor and get the support we need from around the globe.
Seaports need better cooperation from the communities they serve and from the policymakers who provide funding and votes for important seaport initiatives. This initiative will enhance current efforts and make this possible.
There are three components to the messaging portion of the program:
- The theme, "Seaports Deliver Prosperity,"
- A positioning statement that provides a strong, emotive overview of the purpose of the organization, and
- The pillar messages that focus on the economic impact of seaports, security and the environment. Further, these pillar messages are critical to shaping the perceptions of AAPA's target audiences.
As we enter Phase II of our campaign, we will begin incorporating our strategic messages into all external communications. This will include revamping AAPA's existing collateral materials and updating our brand by including the theme on all printed materials.
In addition, as a part of a longer-term strategy, the association will be supporting members' local communications efforts by providing materials such as fact sheets and press releases that allow the individual seaports to add their own local information.
If we want to succeed in getting support for our industry locally and establish the policies we need nationally and internationally, we must be aligned in our message and approach.
By working together and "singing from the same sheet of music," seaports can successfully educate policymakers and their local communities about the importance of this industry and the valuable role seaports play to the economy.
