Polb final presentation r2 082612 v3 30 final 062414

1

HELLO

2

Other ETA team members who’ll work on thePort of Long Beach account

Rachel HollidayAccount Manager

“I look forward to helping tell the story of the Port’s green initiatives. I’m kind of a green freak myself.”

Frank ToobiInteractive Manager

“I float by the Port almost every day. I’d love to play a part in building its image.”

Dannette DrehsenAccount Planner

“When I heard we might be working with the Port, I cranked up my music and did “the running man.”

3

Other team members, cont’d.

Cassandra PopliProduction/Traffic

“Not counting the Lakers or Kings, I can’t think of a more exciting account to work on.”

Brian DuenasGraphic Designer

“Can’t wait to get started. Hope they let me operate a crane.”

Elise SeversonMarketing Assistant

“Being a Long Beach native, I’d be proud to partner with the Port. Count me in!” 

4

Today’s discussion guide

Discuss the Port and its most pressing issues Review creative directions Summarize similar work Q&A

This is no kid-sized operation. The Port of Long Beach moved 6.3 million TEUs in 2010 (everything from rubber duckies and electronics to petroleum coke). That’s a 23.6% bump from the previous year – reportedly the largest single increase of any U.S. seaport.

][

5

Our current understanding of the Port’s strengths, weakness, threats and opportunities

INTERNAL

NEG

ATIVE

EXTERNAL

POSITIVE

STRENGTHS• 2nd busiest U.S. container port• 18th busiest port in the world• State-of-the-art facilities

­ 10 piers, 80 berths, ­ 71 post-Panamax cranes­ Security: Sonar, military-grade

radar, X-ray devices• 30,000 local jobs; 316,000 in SoCal• Dedicated to green, sustainable and

efficient development

WEAKNESSES

• 90% of business from East Asia• 71% of business from imports• High dependence on U.S.

consumer spending­ More than any other major

U.S. seaport• Expansion constraints

­ Urban development­ Environmental regulations

THREATS• Increased foreign and domestic

competition• 2014 completion of Suez and

Panama Canal expansion• New York, Savannah, Charleston

are aggressively pursuing anticipated “post Panamax” traffic

• Diversion of Asian traffic to Gulf and East coast ports

OPPORTUNITIES• Agreement w/Panama Canal

Authority to promote more Latin America business

• $4 billion investment for POLB improvements over next decade to increase volumes and efficiencies­ Middle Harbor Modernization

» Move twice the cargo with half the pollution

• Gerald Desmond Bridge • Pier “S” development

6

The Port’s most pressing “trade” issues

Trade• High interest / high involvement• Increased foreign and domestic competition• “Four corners” strategy• Possible share erosion

[ ]Rough waters ahead. Haulers, freight forwarders and supply-chain gurus are advocating a “four corners” strategy to move more cargo through Vancouver, Houston and Savannah – and reduce the reliance on the West Coast.

7

Increased competition from world container ports,most notably Asia and Europe

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2004 2005 2006 2007 2008 2009

Sinapore / Singapore

Shanghai / China

Hong Kong / China

Shenzhen / China

Busan / S. Korea

Guangzhou / China

Dubai / UA Emirates

Ningbo / China

Qingdao / China

Rotterdam / Netherlands

Tianjin / China

Kaohsiung / Taiwan

Port Klang / Malaysia

Antwerp / Belgium

Hamburg / Germany

Los Angeles / USA

Tanjung Pelepas / Malaysia

Long Beach / USA

Xiamen / China

Source: American Association of Port Authorities

TEU

s (0

00s)

(TEU

= T

wenty

-Foot

Equiv

ale

nt

Unit

)

8

With the exception of Tacoma and Montreal, all North American ports gained share in 2010

12010 data was not available for Hampton Roads or San Diego

Source: American Association of Port Authorities; Individual port websites; Various news clippings

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

20092010

TE

U M

arke

t S

hare

by

Per

cent

age

North American TEU Market Share by Port and Year(TEU = Twenty-Foot Equivalent Unit)

9

Retailers are diversifying port usage forging a “four corners” strategy – West Coast, Canada, East Coast and Gulf Coast

2

3

4

1

10

The Port’s most pressing “community” issues

Community• Low engagement• Low awareness• Emotionally – mixed feelings

True blue. Thanks to the Port’s forward-thinking Clean Trucks Program, air pollution from harbor trucks has been reduced by nearly 80% as of January 1, 2010. ][

11

Click to play video

12

Current community point-of-view about the Port of Long Beach

Neg

ativ

e Po

sitive

High Awareness

Low Awareness

EMOTIONS

AW

AR

ENES

S

Port ofLong Beach

The economic upturn. As one of the busiest seaports in the world, the Port of Long Beach generates more than $47 billion in direct and indirect business each year.[ ]

13

Future community point-of-view about the Port of Long Beach

Neg

ativ

e Po

sitive

High Awareness

Low Awareness

EMOTIONS

AW

AR

ENES

S

Port ofLong Beach

The economic upturn. As one of the busiest seaports in the world, the Port of Long Beach generates more than $47 billion in direct and indirect business each year.[ ]

Advertising Concept Directions

15

16

Project objective(s) – Specifically, what must this job do? (E.g., Introduce a new product or service, create awareness, change attitudes, increase demand and usage, build loyalty?)

Long Beach rules. The Port of Long Beach is the 18th busiest container cargo port in the world and the 2nd busiest port in the United States. ][ For the Trade: Continue to promote the Port’s

“state-of-the art” facilities and benefits

For the Community: Increase awareness of the Port’s value and contributions to the community

17

What’s the single most compelling fact or idea we want consumers to remember? (Keep it simple and straightforward.)

Key Message: The Port of Long Beach is a vital business entity and major contributor to the betterment of Long Beach and surrounding communities

Jobs. And more jobs. With the movement of products of virtually every kind, the Port is a powerful economic engine. In fact, 316,000 jobs in the five-county Southern California region are Port-related.[ ]

18

Click to play video

Comparable Work for Other Clients

20

Similar work for other clients

Similarities• 100 year old Long Beach-based organization• Target audience – residents of LB, LA & OC• Shift perceptions from old and stodgy to

contemporary and friendly The Problem

• Research revealed the bank was perceived as old, stodgy and out of touch with the community

Key Strategic Insight• Reinvigorate the brand to be contemporary,

neighborly and inviting/helpful Creative Strategy

• Use contemporary lifestyle imagery and promote the benefits of doing business with today’s F&M

Tactical Elements• TV, OOH, newspaper, online, email, direct mail,

website Results

• $46 million in new deposits

(A Community-Based Story)

21

Click to play video

22

Similar work for other clients, cont’d

(A Trade Story)

Similarities• High interest/high involvement category• Jobs and millions of dollars at stake

The Problem• Product parity among a few good brands• Little or no brand loyalty

Key Strategic Insight• If an oil rig goes down because of fouled

plugs, millions of dollars and jobs are at risk• Specifiers switch brands because category is

mature and products virtually identical Creative Strategy

• Reposition DENSO Iridium Saver spark plugs as the world’s most durable – 3X longer duty cycle than comparable plugs

Tactical Elements• Trade pubs, online, affinity marketing

Results• Inquiries up 17%; Awareness up 4%;

Sales up 6%

23

Next steps

Teacher’s pet. The health of our area’s children is important to the Port. That’s why they’ve invested $4.7M to improve air quality for youngsters in schools, day-care centers and other youth facilities.[ ]

Appoint ETA AOR Define specific objectives for each target: Trade,

Community Review available research Identify knowledge gaps and address as needed Develop key messages and confirm relevance Execute program, measure and adjust accordingly

24

Q & A