CASE STUDY

Big ships.
Big impact.

The PORT OF GREEN BAY exists to enhance the prosperity of the people of Northeast Wisconsin by providing facilities and infrastructure able to effectively and efficiently move commodities and goods across the nation.

Challenge

In most Port cities, the average person probably doesn’t know what a Port is or does. It’s no different in Green Bay, Wisconsin. What most people do know is that big ships coming through the Port cause the bridges to go up, which can impact motor vehicle traffic; and that the Port’s terminal operators have land on the waterfront, which some feel should be used instead for housing, retail or recreation. The challenge was to create public awareness about the Port of Green Bay with an emphasis on the importance of the Port to the region’s economy.

Solution

L&F’s solution was to create a comprehensive, strategic approach to public outreach and education. In an effort to reach people in a new way, an animated whiteboard video was created to share with the community and businesses. In just 90 seconds, this video clearly and succinctly explains what the Port is and does in a visually appealing way. It’s short, fun and very eye-catching and appealing to people who otherwise would not be interested in information about the Port of Green Bay.

The video was shared on the Port’s social media pages (Facebook, Twitter and YouTube) and added as a permanent addition to the Port’s website.

RESULTS

The goal of this effort was to reach 3,000 people on social media and get 1,000 views of the video within two months of the video being posted.
The results:
  • Reached over 4,000 people
  • More than 1,600 views on Facebook alone within the first two months
  • 152 shares, likes and comments
  • Positive social media comments, including the following:
    • “This is such a cool video”
    • “Love our Port!!”
    • “Very nice!”
    • “Looks awesome!!”

Since then, the video has been posted and shared hundreds of times on social media; creating more engagement and views for the Port of Green Bay.

The video also received a Grand Award from the American Association of Port Authorities and was recognized by the Northeast Wisconsin Chapter of the Public Relations Society of America.

“Leonard & Finco helps us proactively tell our story to media, customers, stakeholders, elected officials and the public.”

Dean Haen, Director of Brown County Port & Resource Recovery
Port of Green Bay