Work
Port of Cleveland
Media Arts // Great Lakes Forward
The Client
The Cleveland-Cuyahoga County Port Authority is the only local government agency whose sole mission is to spur job creation and economic vitality in Cuyahoga County. The Port of Cleveland is an economic engine for the community, a key to Northeast Ohio’s global competitiveness and a crucial partner in building Cuyahoga County’s future. The Port of Cleveland has been a client of shark&minnow since 2017.
The Challenge
For over 50 years, the Port of Cleveland has provided solutions for Maritime & Logistics, Development Finance and Environment & Infrastructure. The Port is one of largest ports on the Great Lakes with roughly 13 million tons of cargo that move through Cleveland Harbor each year. This cargo supports 20,000 jobs and $3.5 billion in annual economic activity in Cuyahoga County.
Like a ship that moves silently through the night, the Port of Cleveland is generally not regarded as a public good as other regional facilities are, such as the Northeast Ohio Regional Sewer District, or Cuyahoga County Common Pleas Court. Herein lies the problem – awareness of this local government agency was low and residents were unfamiliar with the Port’s value to or economic impact on Northeast Ohio, the Great Lakes region and United States.
The Solution
Media Arts // Great Lakes Forward
Throughout 2019 and 2020, shark&minnow engaged with the Port of Cleveland to develop, create and promote content that engages County residents. In addition to creating content for the public, shark&minnow also created content that was more targeted for specific industry events and created a B2B podcast, Great Lakes Forward, to establish the Port of Cleveland as the voice of the Great Lakes region.
In conjunction with Great Lakes Forward, a series of videos were created, as well as a website to host and promote the podcast and a social media campaign tied all aspects of the content marketing together. Social media (Facebook, Instagram, Twitter, LinkedIn & YouTube) served as the medium to communicate the Port’s message throughout the year.
Content Marketing Tactics
- Podcast Series
- Videos
- Website Development
- Public Relations & Outreach
- Social Media: Facebook, Twitter, Instagram, LinkedIn
- Native Media: Facebook, Twitter, Instagram, LinkedIn
- Search Engine Marketing
- Email Marketing
The Solution
Great Lakes Forward // Podcast Series
Flotsam & Jetsam // Video
Great Lakes Economic Forum // Video
Navigation Season
Anthem Video
Teaser Video
The Outcome
Metrics
The performance of the content marketing campaign was measured by reach, impressions and engagement. All goals, objectives and key performance indicators were achieved and specifically, reach, impressions and engagement exceeded expectations.
