DATE: October 8, 2019
SUBJECT:
Title
INFORMATIONAL PRESENTATION AND UPDATE ON PORT MARKETING CAMPAIGNS
Body
EXECUTIVE SUMMARY:
In May 2019, the Board of Port Commissioners requested an overall update on the status of marketing efforts and measures of their effectiveness since the launch of the brand in May of 2017. The Marketing & Communications Department has compiled the following elements to provide the requested update:
* Brand Tracking Survey Results - A summary of branding and marketing efforts including an overall update on the overarching brand with high-level survey results on the two-year benchmark of community survey results of Port awareness.
* Sub-Brand Examples - One marketing campaign for each sub-brand was selected to showcase the process for delivering the pre-determined objectives through strategic planning, monitoring and measuring as outlined below.
o Brand Alignment - All campaigns are connected back to the overarching Port of San Diego brand to ensure the community understands the Port's overall role in the region.
o Sub-Brand Messaging - The particular function of the Port within each sub-brand area is also consistently reinforced in campaign messaging.
o Campaign Objectives - Each campaign begins with specific objectives to achieve in addition to general marketing and outreach goals to ensure we are achieving desired outcomes.
o Strategic Call-to-Actions - Each campaign advertisement and message is created with a specific call-to-action to generate desired behavior in the identified target audience for the campaign.
o Key Performance Indicators - Standard marketing metrics, as well as campaign and program objective specific metrics, are set in advance and monitored to measure performance and effectiveness, to allow for course correction as necessary.
Through this model, the Marketing & Communications team has been able to support multiple Port business units in achieving their objectives while simultaneously building awareness, in...
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