Making Waves in the Port of Green Bay
Situation
Even 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, where most people do know that big ships coming through the port cause the bridges to go up, impacting motor vehicle traffic. They also likely know that the port’s terminal operators occupy waterfront land, which some people believe should be used for housing, retail or recreation.
Opportunity
A 2023 study of the Brown County Port and Resource Recovery determined that the Port of Green Bay delivered an economic impact of $217.3 million to the region, representing a $70.3 million increase since 2017. But that value was widely unknown to local and regional stakeholders, so Brown County Port and Resource Recovery secured Kane Communications Group to create public awareness of and support for the Port of Green Bay, emphasizing its importance to the region’s economic health.
Action
The Kane team developed a comprehensive approach to public outreach and education, demonstrating the port’s importance and elevating its reputation.
We conduct ongoing research, including a survey deployed every three years, to gain insights on the shipping industry and Great Lakes shipping trends as well as to assess knowledge of the Port among stakeholders, customers, and the public.
We engage in proactive public relations tactics aligned with the Port's strategic goals:
Developing and maintaining up-to-date messaging
Creating engaging social media on several key platforms
Securing regional and national earned media placements
Producing whiteboard videos and infographics
Writing and issuing news events and announcements
Conducting outreach to stakeholders for support on key focus areas
“Our team at 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
Results
Now, the Port of Green Bay is recognized for its impact on the region’s economy.
Local, state, and federal elected officials frequently comment on its significance; visit the Port to promote the Great Lakes Shipping industry; and leverage the expertise of Port leaders, terminal operators, and board members for insights and opinions on matters impacting shipping.
Business and community leaders step up to testify or provide letters of support for government funding requests; port leaders are at the table whenever there are discussions about use of local waterways and the Bay of Green Bay; surveys show increased public awareness and support of
the Port’s business and impact; and many nearby residents enjoy the “urban theater” of ship-watching from Green Bay’s City Deck.