The Port of New York and New Jersey is the third-largest port in the United States, yet few people stop to think how critical a port is to its region, providing everything from steel to coffee to clothing and telecommunication components.
Keeping the port vital and competitive demands a good relationship with state and federal elected officials, an active program to ensure the port is dredged to a depth that allows ships to safely navigate the harbor, staying up with environmental regulations and, at the same time, maintaining the cost-efficient port operations and highest-level security protocols.
Frank M. McDonough, president of New York Shipping Association, said, "Our challenge was to educate our audiences about the port -- what it is, what it does and its significant contribution to the regional economy. More jobs, increased competitiveness and lower prices on goods are among the many benefits that come with a robust and economically sound port."
In 2005, a public education campaign was developed to bring the importance of the Port of New York and New Jersey home to those audiences. The first year's goal was general education about the port and its contributions.
Year two began a more direct appeal to political and business leaders, enlisting them as friends, supporters and ultimately advocates for the port. By 2007, NYSA had moved to solidifying the port's image in terms of its contribution to the economy and quality of life for the region. And this year's goal was to target New York state legislators more directly and develop new partnerships with businesses that use the port.
These goals have been reflected in an advertising campaign known as "Delivering Prosperity." Ads were placed in strategic locations throughout New York and New Jersey, including radio, public television, billboards, trains and ferries. A series of Web banners linking back to Delivering Prosperity's Web site --
www.deliveringprosperity.com -- also were placed.
Through careful management of the advertising budget (in an expensive media market) the campaign has thus far reached more than 100 million people -- or "impressions" in advertising parlance -- and the number has increased significantly each year. Thousands of Web site visits also prove that the campaign is seen and heard.
Placement of the ads has evolved, based on surveys done each year to measure their effectiveness. We are continuing to advertise in areas where we have had proven success, such as the regional editions of Time, Newsweek, Sports Illustrated, Forbes, Fortune and U.S. News and World Report. Regional advertising in these popular publications has proven to be quite cost-effective. Radio talk shows that focus on public issues and public affairs television shows have also shown themselves as good vehicles for delivering the campaign's message.
While the Delivering Prosperity campaign has won a number of awards for creative excellence, proof of the campaign's success is really in the reaction of our target audiences. NYSA used Opinion Research Corp., a national survey firm, to develop phone and e-mail surveys that measured general knowledge of the port and specific questions about the ad campaign. The results showed that the port was perceived positively and the ad campaign was recognized and remembered. Survey participants also believe the port is a significant economic engine for the region, the port is extremely important in providing goods and is an extremely important source of jobs.
Working in conjunction with our small team of consultants from Princeton, N.J.-based firms Issues Management LLC and Smith Pizzutullo, we look forward to additional positive results as our campaign continues.
