Big Ships. Big Impact.
The Port of Green Bay
Situation
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.
Opportunity
The challenge was to create public awareness of, and support for, the Port of Green Bay with an emphasis on the importance of the Port to the region’s economy. A 2023 study showed the economic impact to be $217.3 million, a $70.3 million increase since 2017.
Approach
Kane Communications Group has represented the Port for more than 10 years. A comprehensive, strategic approach to public outreach and education, updated regularly, demonstrates the Port’s importance and involvement in the region and is designed to build support and a positive reputation. This includes:
On-going research. Research focuses on the shipping industry and Great Lakes shipping trends; conducted on a regular basis. Every three years, a survey is developed and implemented to measure stakeholder, customer and public knowledge of the Port. This helps identify any areas that need to be a focus in the coming years.
Strategic public outreach. Aligned with the strategic goals of the Port, this includes developing and annually adjusting messaging through engaging social media on a number of key platforms, earned media approaches that garner regional and (when appropriate) national coverage, video, whiteboard videos, infographics, news events/announcements and outreach to stakeholders for support on key focus areas as needed.
Results
The Port of Green Bay is now recognized for its impact on the region’s economy, with local, state and federal elected officials regularly commenting on its importance as well as impact.
These officials often come to the Port to discuss and promote not just the Port, but the Great Lakes Shipping industry as well.
They also leverage the expertise of Port leaders, terminal operators and board members for insights and opinions on matters impacting shipping.
Government funding requests are quickly and enthusiastically supported by business and community leaders who step up to testify or provide letters of support.
Port leaders are at the table whenever there are discussions about use of local waterways and the Bay of Green Bay.
Surveys show the public and the media are now aware of the Port’s business and its impact and are supportive of the Port.
Ship-watching on Green Bay’s City Deck has become “urban theater” for many residents.
“Kane helps us proactively tell our story to media, customers, stakeholders, elected officials and the public.”
– Dean Haen, Director of Brown County Port and Resource Recovery
