Communications and Marketing

Communications and Marketing
AAPA’s 2019 Communications and Marketing Seminar will combine keynote and panel presentations, interactive discussion and instructor-led exercises to cover topics vital to maritime industry public relations, advertising and cargo/carrier/passenger/real estate marketing professionals. You’ll experience ‘hands-on’ learning from leading marketing and PR pros, employ innovative tools and techniques to boost message effectiveness, and increase your port’s “value proposition” to customers and the community.

 Required Program

Click here for a copy of the draft agenda in pdf format


Seminar location:

Port of Montréal
2100 Pierre-Dupuy Ave., Wing 1
Montréal, QC H3C 3R5
CANADA

Click here for a list of nearby hotels recommended by the port.  Note: There is no hotel room block for this program.

$995 Member
$1195 Non-Member

When
10/28/2019 - 10/29/2019
Where
Port of Montréal
2100 Pierre-Dupuy Ave Wing 1
Montréal, QC H3C 3R5 Canada

Event Pricing

ItemReg. ClassPrice
Seminar RegistrationMember995.00
Seminar RegistrationNon Member1195.00

Program

   

Monday, 28 October 2019

 
Time
8:00 AM - 8:30 AM
8:00 AM
Time
8:30 AM - 8:45 AM
8:30 AM
Standing out in a crowded marketplace is a business requirement for increased stakeholder and customer awareness, sales, and success. Recognition and success also helps when advocating to governing bodies for favorable policy and funding decisions. Hear a case study on how Montréal’s Cargo M is developing synergistic partnerships and using combined outreach to raise stakeholder, government and public attention to its prominence as a freight logistics and transportation sector leader. Speaker: Mathieu Charbonneau, MBA, Executive Director, CargoM, Montréal, QC.
Time
8:45 AM - 9:15 AM
8:45 AM
Establishing a unique and easily understood corporate brand requires a commitment to a long-term plan for marketing and public relations consistency. Focusing on the future, while managing day-to-day operations, helps focus on quality, orient employee energy and drive the organization toward a shared vision. In this session, you’ll learn from case studies how a corporate brand influences the core of its employees as much does its customers and the community it serves.
Time
9:15 AM - 10:30 AM
9:15 AM
Time
10:30 AM - 10:45 AM
10:30 AM
An organization’s greatest assets are usually its employees. Port leaders who invest in, empower and engage with their staff through strategic internal communications can build dedicated, credible, long-term brand ambassadors. You’ll hear case studies in this session of ports that have done just that.  Moderator: Daniel Pennington, Speaker Training Coach, Pensacola, FL.
Time
10:45 AM - 12:00 PM
10:45 AM
Speaker: Daniel Pennington, Speaker Training Coach, Pensacola, FL.
Time
12:00 PM - 1:15 PM
12:00 PM
During staff conferences, at community gatherings, on international sales calls, and even meetings with government officials, we may treat our audiences to endless, data-filled dialogue and PowerPoint slides without including compelling, emotional stories about those who benefit from our ports. In this interactive exercise, you’ll first get great tips on connecting with your audience and balancing your narrative, then you’ll practice preparing and telling a story as you would to a friend. Facilitator: Mr. Pennington.
Time
1:15 PM - 2:30 PM
1:15 PM
Time
2:30 PM - 2:45 PM
2:30 PM
Gathering vital evidence of your target audiences by conducting thorough and well-considered research should be a critical component in every marketing communications plan. Too often, communications professionals rely on gut feelings instead of informed decisions shaped by solid research. In this session, you’ll learn that doing good research doesn't always have to be expensive. The key is to know what information is needed, and how best to obtain it, to ensure your research results in a strategy that meets your SMART (Specific, Measurable, Achievable, Realistic and Time-bound) objectives.
Time
2:45 PM - 4:00 PM
2:45 PM
Gauging communications impacts is an important aspect of marketing campaigns and other outreach activities. Measurement brings accountability into the picture, ensuring that if what you’re doing doesn’t prove to be effective and worth the investment of time and money, you’ll have the evidence you need to change course. Hear case studies of effective impact measurement efforts to get great ideas on how you can analyze the results of your communications programs.
Time
4:00 PM - 5:15 PM
4:00 PM
For the evening reception, buses will transport seminar participants to the Port of Montréal’s stunning Grand Quay, the location of its brand-new new cruise ship terminal, at the heart of the Old Port of Montreal.
Time
6:00 PM - 7:30 PM
6:00 PM

Tuesday, 29 October 2019

 
Time
8:30 AM - 9:00 AM
8:30 AM
Communicating with external audiences shouldn’t be a “one size fits all” endeavor. Exernal audiences include paying customers (shareholders), community residents and policymakers (stakeholders) and those who provide the port with goods, services and capital (partners). Each ot these audiences have distinct communications needs that must be addressed. In this interactive exercise, you’ll first hear an analysis of the needs of each of the three audience segments, then break out into three teams in which each will outline a communications strategy for one of the three groups. At the end of the session, each team will share their outline with the rest of the room.
Time
9:00 AM - 10:30 AM
9:00 AM
Time
10:30 AM - 10:45 AM
10:30 AM
The average person spends a minimum of three hours daily on social media sites. From Facebook, Twitter and LinkedIn, to Instagram, Pinterest, Reddit and more, it can be difficult to select the most appropriate social media platforms for your needs. In this session, you’ll get tips on choosing the best sites for maximizing your port’s social media marketing campaigns, and learn several “best practices” to help you establish an effective social media strategy.
Time
10:45 AM - 12:00 PM
10:45 AM
Time
12:00 PM - 1:15 PM
12:00 PM
Video content represents 74% of all internet traffic. Want to add video to your social media marketing mix? Wondering how to get started? Understanding what types of video work best on each social network will help you create a well-organized video strategy. In this session, you’ll discover some great tips for adding video to your social media marketing.
Time
1:15 PM - 2:45 PM
1:15 PM
Time
2:45 PM - 3:00 PM
2:45 PM
Using the knowledge, you gained from the previous two sessions, now you’ll draft a mini social media strategic plan, choose a social media platform from a list of options, then draft several posts designed to fit your plan and fulfill its strategic objectives. Near the end of the session, be prepared to share what you’ve developed with other participants.
Time
3:00 PM - 5:00 PM
3:00 PM
Time
5:00 PM
5:00 PM

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