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

Sophie Roux, Vice President, Public Affairs, Port of Montréal
Chris Connor, President and CEO, AAPA
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.

Moderator:
Marie-Chantal Savoy, Vice-President, Strategy and Communications, Logistec,
Montréal, QB, CANADA


Panelists:
Monika Cote, Manager of Corporate Communications, Port of Prince Rupert, (BC),
CANADA

Jade Davis, Vice President, External Affairs, Port of Cleveland (OH)
Jenifer Barsell, Director, Marketing & Communications, Port of San Diego (CA)
Becky Haycox, Marketing & Communications Specialist and Cam Spencer, Public
& Gov't Relations Manager, Port of Hueneme (CA)
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.

Moderator:
Daniel Pennington, Speaker Training Coach, Pensacola, FL

Panelists:
Renee Aragon Dolese, Marketing and Communications Director, Port of New
Orleans (LA)
Jen Choi, Manager, Graphics & Creative Arts, Port of Long Beach (CA)
Time
10:45 AM - 12:00 PM
10:45 AM

Luncheon 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.

Moderator: Ellen Kennedy, Asst. Director, Business Dvpt./Communications, Port Everglades (FL)

Panelists:


Bethany Welch, Senior Comm. Manager & Business Outreach, North Carolina State Ports Authority
Lauren McCormick, Public Affairs Manager, Port Freeport (TX)
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.

Moderator:
Alissa Shay, Business Development Manager, Satsop Business Park, Port of Grays Harbor (WA)

Panelists:
Yves Gilson, Director, Marketing and Cruises, Montréal Port Authority (QB), CANADA Rod Koon, Communications Senior Manager, Port of Tacoma (WA)
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.

Speaker/Facilitator:
Marc Gagnier, Executive Vice President, Strategic Planning, Ogilvy Montréal,
Montréal, QB, CANADA


Shareholder Team Leader:

Stakeholder Team Leader: Mélanie Nadeau, Communications Director, Port of Montréal (QB)

Partner Team Leader:


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 develop a social media program and strategy that truly resonates with your target audiences. In this round-robin session, you’ll be part of an interactive focus group to share tips on everything from choosing the best sites and creating impactful messages and posts, to learning about “best practices” that help you establish an effective social media strategy.

Focus Group Leader:
Robert Morris, Senior Director, Corporate Communications, Georgia Ports Authority

Panelist:
Stephanie Montuya-Morisky, Assistant Director, Communications & Community
Relations, Port of Long Beach (CA)
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, infographics or other images to your social media marketing mix? Wondering how to get started? Understanding what types of graphics work best on each social network will help you create a well-organized social media strategy. In this session, you’ll discover some great tips for inexpensively adding video and other images to your social media marketing.

Speaker/Facilitor:
Pablo Stevenson, CEO, ressac, Montréal, QB, CANADA


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.

Speaker/Facilitator:
Manon Lanthier, Communications Manager, Green Marine, Québec, QC
CANADA
Time
3:00 PM - 5:00 PM
3:00 PM

Time
5:00 PM
5:00 PM

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Attendee Roster

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Mr. Thad AngellozGreater Lafourche Port Commission (Port Fourchon, LA) Communications & Grants Manager(985) 632-6701angellozt@portfourchon.comANGELLOZ, THAD19COMMMAR
Ms. Lynn AngersteinPort Corpus ChristiDirector of Procurement Services(361) 885-6142lynn@pocca.comANGERSTEIN, LYNN19COMMMAR
Ms. Renee Aragon DolesePort of New OrleansDirector of Marketing & Communications(504) 528-3363Renee.Aragon@portnola.comARAGON DOLESE, RENEE19COMMMAR
Ms. Jillian K. BallMaryland Port Administration (410) 385-4320jball@marylandports.comBALL, JILLIAN19COMMMAR
Mr. B. Jason BarlowThe Port of Virginia (757) 683-8000jbarlow@portofvirginia.comBARLOW, B. JASON19COMMMAR
Ms. Jenifer BarsellPort of San DiegoDirector, Marketing & Communications(619) 686-6350jbarsell@portofsandiego.orgBARSELL, JENIFER19COMMMAR
Mr. Vincent BartholomewPort of Port Arthur Navigation DistrictTerminal Superintendent(409) 983-2029Vince@portpa.comBARTHOLOMEW, VINCENT19COMMMAR
Mrs. Sau F. Bridgewater-ChongCuracao Ports AuthorityManager PR & Communication s.bridgewater@curports.comBRIDGEWATER-CHONG, SAU19COMMMAR
Michael G. BrownPort of San DiegoVice President, Marketing & Communications(619) 686-8114mgbrown@portofsandiego.orgBROWN, MICHAEL19COMMMAR
Mr. Mathieu Charbonneau, MBACargoMExecutive Director mcharbonneau@cargo-montreal.caCHARBONNEAU, MATHIEU19COMMMAR
Mrs. Jen ChoiPort of Long BeachManager, Graphics & Creative Arts(562) 437-0041jen.choi@polb.comCHOI, JEN19COMMMAR
Ms. Emily CoanMassachusetts Port Authority (617) 946-4413ECoan@massport.comCOAN, EMILY19COMMMAR
Ms. Christie CoatsPort of New OrleansDirector of Real Estate(504) 528-3203Christie.Coats@portnola.comCOATS, CHRISTIE19COMMMAR
Mr. Tyler Keith ComeauxPort of Caddo-Bossier  tylerc@portsb.comCOMEAUX, TYLER19COMMMAR
Mr. Chris ConnorAmerican Association of Port AuthoritiesIncoming President & CEO(703) 684-5700cconnor@aapa-ports.orgCONNOR, CHRIS19COMMMAR
Mr. Brian CoxPort of South LouisianaOperations Director(985) 536-8300bcox@portsl.comCOX, BRIAN19COMMMAR
Mr. Jacob CristPort of New OrleansManager, Terminal Operations(504) 528-3316Jacob.Crist@portnola.comCRIST, JACOB19COMMMAR
Mrs. Nathalie DaccarettSociedad Portuaria Regional de Barranquilla S.A.  ndaccarett@puertodebarranquilla.comDACCARETT, NATHALIE19COMMMAR
Ms. Sara DubéTrois-Rivières Port AuthorityDirectrice Affaires publiques(819) 378-2887 x 207sara.dube@porttr.comDUBÉ, SARA19COMMMAR
Mr. Rotimi EdoborSifax Stevedoring Nigeria Ltd.Senior Manager / Head of Subsidiary011-234-1-803-502-2561rotimied@sifaxgroup.comEDOBOR, ROTIMI19COMMMAR
Mr. Aaron E. Ellis, APR, Fellow PRSAAmerican Association of Port AuthoritiesDirector of Public Affairs(703) 706-4714aellis@aapa-ports.orgELLIS, AARON19COMMMAR
Ms. Adrianna EscamillaPort Corpus Christi (361) 882-5633aescamilla@pocca.comESCAMILLA, ADRIANNA19COMMMAR
Mr. Marc GagnierOgilvy MontréalExecutive Vice President, Strategic Planning(514) 861-1815marc.gagnier@ogilvy.comGAGNIER, MARC19COMMMAR
Ms. Cristina GalegoPort of GalvestonPublic Relations Manager(409) 766-6119cgalego@portofgalveston.comGALEGO, CRISTINA19COMMMAR
Mrs. Lauren GleasonMassachusetts Port AuthorityDeputy Port Director, Business Development(617) 946-4411lgleason@massport.comGLEASON, LAUREN19COMMMAR
Ms. Tiffany GodinBelledune Port AuthorityCargo Development Coordinator(506) 522-1205godint@portofbelledune.caGODIN, TIFFANY19COMMMAR
Mr. Anthony GreerPort of PascagoulaOperations Director(228) 990-0422agreer@portofpascagoula.comGREER, ANTHONY19COMMMAR
Mrs. Virginie HacalaFednav LimitedMarketing Specialist(514) 878-6605vhacala@fednav.comHACALA, VIRGINIE19COMMMAR
Ms. Becky HaycoxPort of Hueneme/Oxnard Harbor DistrictCommunications and Marketing Specialist(805) 488-3677BHaycox@portofh.orgHAYCOX, BECKY19COMMMAR
Ms. Brigitte HebertThe CSL Group Inc.Director, Communications(514) 982-3854brigitte.hebert@cslships.comHEBERT, BRIGITTE19COMMMAR
Mr. Chris HeikkinenThunder Bay Port Authority (807) 346-7393marketing@tbport.on.caHEIKKINEN, CHRIS19COMMMAR
Mr. Jorge HernándezPort EvergladesDirector of Business Administation(954) 468-3501jorhernandez@broward.orgHERNANDEZ, JORGE19COMMMAR
Mr. Jayson HronDuluth Seaway Port AuthorityDirector of Communications & Marketing(218) 727-8525jhron@duluthport.comHRON, JAYSON19COMMMAR
Ms. Patsy KeaysSept-Iles Port AuthorityDirector of Corporate Affairs(418) 961-1235pkeays@portsi.comKEAYS, PATSY19COMMMAR
Ms. Ellen KennedyPort EvergladesAsst. Director, Business Dvpt./Communications(954) 468-3508ekennedy@broward.orgKENNEDY, ELLEN19COMMMAR
Ms. Becky KnoxPort Saint JohnPublic Relations Coordinator(506) 636-4869bknox@sjport.comKNOX, BECKY19COMMMAR
Mr. Rodger KoonPort of TacomaCommunications Senior Manager(253) 383-9462rkoon@portoftacoma.comKOON, RODGER19COMMMAR
Mrs. Vikki LawsonTideworks Technology  vikki.lawson@tideworks.comLAWSON, VIKKI19COMMMAR
Ms. Mary Beth LongAmerican Association of Port AuthoritiesVice President of External Affairs(703) 706-4707mlong@aapa-ports.orgLONG, MARY BETH19COMMMAR
Ms. Pamela MaherAmerican Association of Port AuthoritiesCommunications and Publications Manager(703) 684-5700pmaher@aapa-ports.orgMAHER, PAMELA19COMMMAR
Mr. Paul MatthewsPlaquemines Port, Harbor and Terminal DistrictDeputy Port Director(504) 682-7920pmatthews@pphtd.comMATTHEWS, PAUL19COMMMAR
Ms. Lauren McCormickPort FreeportPublic Affairs Manager(979) 233-2667 x4306mccormick@portfreeport.comMCCORMICK, LAUREN19COMMMAR
Ms. Shannon McLeodWSPSenior Planner - Maritime Division(757) 459-4708Shannon.mcleod@wsp.comMCLEOD, SHANNON19COMMMAR
Mr. Jason MiuraPort FreeportDirector of Business & Econ Dev(979) 233-2667 X 4332miura@portfreeport.comMIURA, JASON19COMMMAR
Mr. Jorge I. MonteroBrownsville Navigation District - Port of BrownsvilleDirector of Communications(956) 831-4592jmontero@portofbrownsville.comMONTERO, JORGE19COMMMAR
Ms. Stephanie Montuya-MoriskyPort of Long BeachAssistant Director, Communications & Community Relations562-283-7702Stephanie.Montuya-Morisky@polb.comMONTUYA-MORISKY, STEPHANIE19COMMMAR
Mr. Robert C. MorrisGeorgia Ports AuthorityChief Communications Officer(912) 964-3855rmorris@gaports.comMORRIS, ROBERT19COMMMAR
Ms. Mélanie NadeauMontréal Port AuthorityDirector of Communications(514) 283-7042nadeaum@port-montreal.comNADEAU, MELANIE19COMMMAR
Mr. Daniel PenningtonDaniel Pennington's Speaker Training (850) 390-1839danielpennington@speaker-training.orgPENNINGTON, DANIEL19COMMMAR
Mr. Nick Pestello, PELake Charles Harbor and Terminal DistrictDirector of Engineering, Maintenance & Development(337) 794-3687npestello@portlc.comPESTELLO, NICK19COMMMAR