aapa 2019 communications awards port of new orleans...

AAPA2019CommunicationsAwardsPortofNewOrleansPromotional/AdvocacyMaterialsColoring&ActivityBookThePortofNewOrleans(PortNOLA)createdanewcoloring&activitybook,“YourWorkingRiver,”toeducateandengagecommunitymembersages6to10-years-old.Itisusedforvisitingschoolgroups,atneighborhoodandcommunitymeetings,andalsoatourfrequenteventsinpartnershipwiththeLouisianaChildren’sMuseum.Additionally,ourCommercialteamoffersthemtocustomerswithchildrenandgrandchildren.1.ChallengesorOpportunities

BecauseaccesstothePortisrestrictedandweareseparatedfromneighborhoodsbyfloodwallsandfencing,wearechallengedinexplainingtoourcommunityandevenstakeholdershowweoperateandexactlyhowwecontributetotheeconomicsuccessoftheregion.Thosemessagesareevenmorechallengingtoconveytoyoungaudiences.Thiscoloring&activitybookworkstoovercomethatchallengebyexplainingwhatwedotodrivesuccessforthecitytothoseinourcommunitywhomaynotunderstandthevaluableroleweplayandhowthemaritimeindustryconnectsourentireregion,stateandcountry.

HelpingtoeducateyoungaudiencesaboutthePort’swork,impactandjobopportunitiesinarelatablewaytoyoungpeopleiscriticaltoearlyworkforcedevelopmenteffortsandfosteringacommunitythathasarealunderstandingofourroleintheireverydaylives.

2.Mission:ThePortofNewOrleansmissionis:TodriveregionaleconomicprosperitybymaximizingtheflowofinternationaltradeandcommerceasamodernGateway.Ourvision:Advancingglobalconnectionsandinfrastructuretoexceedtheneedsoftomorrow.

PortNOLAisamodernmultimodalgatewayforglobalcommerceandanin-demandcruiseport.Ourcompetitiveedgecomesfromourabilitytodeliverseamless,integratedlogisticssolutionsbetweenriver,railandroad.

WhenthecommunityrecognizesthePortasaneconomicenginecreatingjobsforLouisianafamilies,theyaremorelikelytobecomeambassadorsforourmissionandsupportthePortwhenissuesarisesuchasthefundingofinfrastructureorland-useissuesforpotentialportdevelopment.Italsoinformsouryouthofpotentialcareerpathssothattheymightonedaybecomeapartofthemaritimeindustrythatdrivestheeconomy.

3.PlanningandProgrammingComponents:

Overallgoals/desiredresults:Thisbookwascreatedtoconnectyoungaudiencestoourmissionandgivethematooltointeractwiththemanyfacetsofourever-growingindustry.Wewanttocelebrate,highlightandshowcaseoursuccessinawaythatpeopleofallagescanseeasvisuallycompellingandeasytounderstand.

“YourWorkingRiver”Coloring&ActivityBookCover:

“YourWorkingRiver”Coloring&ActivityBookPortOverviewPage:

“YourWorkingRiver”Coloring&ActivityBookJobsinCommunityPage:

Objectives:CreateaneweducationaltoolfortheyoungaudiencesinourcommunitytofosteranunderstandingoftheworkthathappensatthePort,thejobscreatedbythePortandcareeropportunitiesthechildrencanaspireto.Audiences:Theprimaryaudienceforthecoloring&activitybookiscomposedofchildrenages6to10-years-old,primarilythoselivinginPortNOLA’sthree-parishjurisdictionofJefferson,OrleansandSt.BernardParishes(Counties).SecondaryaudiencesincludeCommissioners,staffandcustomerswhohavechildrenandgrandchildren.4.Actions&Outputs:Strategies:PortNOLAcreatedthecoloring&activitybooktobeusedaspartofouroverallcommunicationsstrategy.Thetitle,“YourWorkingRiver,”isataglinethathasbeenusedpreviouslyinvideos,socialmediacampaignsandourannualMaritimeMonth.Ourbrandingwasalsoincorporatedforcohesionwithourothercollateral.StaffingwascomprisedofourCommunicationsteam(3staff)andhiringathird-partyvendortoillustratethebook.

Tactics&ImplementationPlan:• ThreedesignatedCommunicationsstaffersbrainstormedandplanedthecontentforthebook.• TheCommunicationsstaffmetwiththeillustratortoplanoutappropriateimagesforthecontent.• Theprojectmanagersourcedreferenceimagesfortheillustratorandwrotethefirstdraftofthebook.• TheCommunicationsteamwentthrougheightroundsofedits,includingcopyandchangestotheillustrations.

• Threecompetitivequotesfromprintersweresourcedtoensurefiscallyresponsibleandqualityprinting.• 2000coloring&activitybookswereprinted.

• Thebookshavebeendistributedateventsandareavailabletostaffasneedsarise.5.Outcomes&EvaluationThecoloring&activitybookhasbeenmeasuredassuccessfulbasedonfeedbackfromCommissioners,Portstaff,LouisianaChildren’sMuseumstaff,childrenwhohaveparticipatedinourprogramming,andthechildrenofstaffmembers.

Ithasbecomeanimportanttoolatcommunitymeetingsandmostrecently,thePorthassourcedcoloredpencilsthatarebrandedwiththePortNOLAlogotogivetochildrenintandemwiththebooksforMaritimeMonthandfutureuses.

Inthetwomonthswehavehadthecoloring&activitybooks,wehaveused400ofthecopiesfromthefirstrun.WehavebudgetedtoprintmoretokeepitasongoingcollateralforFiscalYear2020.