Work

The Great Lakes Seaway Partnership - Capitol Days

Public Affairs Event Series & Integrated Marketing Campaign

The Client

The Great Lakes Seaway Partnership (GLSP) brings together leading U.S. and Canadian maritime organizations working to enhance public understanding of the benefits of commercial shipping in the Great Lakes Seaway region of North America. The organization manages an education-focused communications program, sponsors research, and works closely with media, policy makers, community groups, allied industries, environmental stakeholders, and the general public to highlight the positive attributes of marine transportation. The organization was founded by the Lake Carriers’ Association (LCA), Fednav Limited, American Great Lakes Ports Association (AGLPA) and Saint Lawrence Seaway Development Corporation (SLSDC). The Great Lakes Seaway Partnership has been a client of shark&minnow since 2017.

The Challenge

The eight Great Lakes States of Illinois, Indiana, Michigan, Minnesota, New York, Ohio, Pennsylvania and Wisconsin play a crucial role in cargo shipping in the United States. For example, the State of Indiana accounts for almost half of the U.S. economic activity related to shipping on the Great Lakes-St. Lawrence Seaway navigation system. Cargo movements across the system generate annual economic impacts in Indiana supporting 66,158 jobs and creating $13.7 billion in economic activity – and that’s the impact for just one Great Lake state.

In effort to reinforce this message across all Great Lakes States, shark&minnow planned and executed a public affairs event series called “Capitol Days.”  This ongoing program enabled leaders of the Great Lakes-St. Lawrence Seaway System to visit the capitols of each Great Lakes state and meet with government officials, trade associations and other policymakers to share this important message related to their local economy. Further, to capitalize on this moment with key political leaders, shark&minnow created a social media and public relations campaign to engage state government officials in order to reach their respective constituents or members. Additionally, the firm engaged the press and media via an immersive and exclusive Media Relations program.

The Solution

Public Affairs Event Series & Integrated Marketing Campaign

Audience

  • Primary: State Government Officials and Trade Associations in attendance at Capitol Day as well as their respective constituents or members
  • Secondary: Members of the local, regional and national press

SMART Goal

Specific goal to engage State Government Officials as well as Trade Associations. Performance measured impressions and engagement. Results achieved by creating content in anticipation of the day (i.e. planned topics for the day such as economic impact) as well as content created in real-time during the event (i.e. dynamic conversation between all parties). Message was relevant to the audience because many did not know the significant economic impact that Great Lakes Seaway shipping has on the region, let alone their own state. It was also eyeopening for all Trade Associations (e.g. agriculture, steel) to meet the companies keeping their product moving in the supply chain. Time defined by all activities conducted on:

  • Indianapolis, Indiana: December 12, 2018
  • St. Paul, Minnesota: October 22, 2019

Tactics

  • Capitol Day – Event Series
  • Government & Public Affairs
  • Trade Association Engagement
  • Meeting Education Kit & Infographic
  • Content Marketing
  • Photography
  • Screening of “American Anchor: The Supply Chain of Steel” film
  • (Live) Social Media: Facebook, Twitter, Instagram, LinkedIn
  • Public Affairs
  • Public Relations
  • Press Outreach
  • Press Releases
  • Media Advisory
  • Media Relations Toolkit
  • Press Roundtable with Leaders of Great Lakes Shipping at the Capitol
  • Pacesetter Award Ceremony*
  • Executive Order for: Great Lakes Maritime Day*

*Indianapolis, Indiana only

The Outcome

Metrics

  • TV Coverage
  • Radio Coverage
  • Print/Online Coverage
  • Social Media Exposure & Engagement
  • Impressions: 750,000 – 1,000,000
  • Attendees: 50+ participants featuring individuals from the following organizations in Indianapolis, Indiana:
    • State of Indiana
    • Indiana Department of Natural Resources
    • Indiana Chamber
    • Indiana Manufacturers Association
    • Indiana Soybean Alliance
    • Indiana Corn Marketing
    • Ports of Indiana
    • Saint Lawrence Seaway Development Corporation
    • Fednav Limited
    • Interlake Steamship Co.
    • American Steamship Co.
    • ArcelorMittal Burns Harbor
    • American Great Lakes Ports Association
    • Lake Carriers’ Association
    • Great Lakes and St. Lawrence Governors and Premiers
  • Attendees: 50+ participants featuring individuals from the following organizations in St. Paul, Minnesota:
    • State of Minnesota
    • Department of Employment and Economic Development (DEED)
    • MnDOT
    • Minnesota Pollution Control Agency (MPCA)
    • ArcelorMittal
    • U.S. Steel
    • Cleveland-Cliffs Inc.
    • Duluth Cargo Connect
    • Duluth Seaway Port Authority
    • Saint Lawrence Seaway Development Corporation
    • Fednav Limited
    • Interlake Steamship Co.
    • American Steamship Co.
    • American Great Lakes Ports Association
    • Lake Carriers’ Association
    • Great Lakes and St. Lawrence Governors and Premiers
  • Notes: Owned, earned and shared media – no paid

Awards & Accolades

American Association of Port Authorities (AAPA) – 2019 AAPA Communications Awards – Award of Distinction – Special Events