The Port of Stockton recently received an Award of Excellence in the 2014 American Association of Port Authorities (AAPA) Communications Competition for the ‘Port Proud, Stockton Proud’ campaign developed by the Palmer Ad Agency.
After conducting a baseline online survey of local residents and business, Palmer Ad Agency revealed that local residents and businesses knew the Port existed but did not know much about what the Port actually does.
“To combat the lack of knowledge about the Port between local residents/ businesses and the Port of Stockton, we created a mixed media campaign based off of the slogan, ‘Port Proud, Stockton Proud,” said Drew Palmer, Agency Principal. “We used photos of Stockton residents who worked at the Port as the imagery for the campaign while telling a story about the featured employee and facts about the Port through headlines and body copy. The campaign helped demonstrate a personality of the Port through its employees.”
The mixed media brand awareness campaign included banner advertisements, print advertisements and social media marketing efforts.
“When port authorities communicate strategically with their many audiences, including their communities, business leaders and policymakers, they’re better able to show their tremendous value as drivers of economic development, environmental enhancement and job creation,” said Kurt Nagle, AAPA’s president and CEO. “This competition helps our member ports by rewarding effective communications and highlighting best practices and lessons learned.”
The ‘Port Proud, Stockton Proud’ campaign received an average score of 94.6 picking up the Award of Excellence (similar to first place.) In addition, the Port of Stockton’s social media accounts, also managed by the Palmer Ad Agency, received an average score of 80.6 earning an Award of Merit (similar to third place.)
Around 40 professional public relations representatives from the Washington, D.C. area spent about 160 hours over two and a half weeks judging the 15 classifications of entries ranging from advertisements to websites.
About Palmer Ad Agency: Drew Palmer founded the Palmer Ad Agency in September of 1987. Through many changes in the industry, Drew has always been the client’s primary contact and has grown his agency by applying his proven “Palmer Process” and, most importantly, listening to clients first. The Palmer Ad Agency specializes in combining inbound and outbound marketing tactics to create custom, cost effective solutions for a variety of clients. With offices in San Francisco and Stockton, California the agency feels very much at home in the Bay Area community.
About AAPA: Founded in 1912, AAPA today represents 160 of the leading seaport authorities in the United States, Canada, Latin America and the Caribbean and more than 300 sustaining and associate members, firms and individuals with an interest in seaports. As a critical link for access to the global marketplace, each year, Western Hemisphere seaports generate trillions of dollars of economic activity, support the employment of millions of people and, in 2008, imported and exported more than 7.8 billion tons of cargo, valued at $8.6 trillion, including food, clothing, medicine, fuel and building materials, as well as consumer electronics and toys.