Company: The Port Authority of New York & New Jersey
Company Description: The Port Authority of New York & New Jersey manages bridges, tunnels, airports and transit in New York City and Northern New Jersey.
Nomination Category: Marketing Campaign Awards Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Transportation

Nomination Title: America’s Front Door - We Make A Big World Smaller

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Competition among U.S. ports has never been higher. The economic downturn, the crisis in Europe, speculation over China’s long term viability as an export manufacturer, and the projected opening of a refurbished Panama Canal in 2014 . . . these factors and more have shattered long-held paradigms about the safest, fastest, and most cost efficient way to ship goods. 
 
Our campaign, “America’s Front Door - We Make A Big World Smaller” was designed to meet these issues head on, and offer easy to use tools to smooth the process of shipping through our port.
 
Our 2012 campaign had five goals:
 
• To differentiate our port from its competitors by creating both a recognizable image of and a cohesive campaign.
• To provide our customers with tools enabling them to make informed decisions about shipping through the Port of New York and New Jersey.
• To show that the port provides a wide range of shipping options and excellent customer service. 
• To demonstrate that our port team can problem-solve and provide viable solutions.
• To continue communicating in a tone of openness and friendship while still conveying that we are an industry leader. 

The “America’s Front Door - We Make a Big World Smaller” campaign was designed to adorn direct marketing pieces addressed to the broad swath of the Port Authority’s port partners. These entities include (but are not limited to): 
 
• shippers,
• manufacturers,
• importers,
• exporters,
• brokers,
• 3rd party logistics firms, and
• ocean carriers
 
The media plan we created included:
 
• Six (6) inserts dealing with warehousing, rail, ocean, terminals, reefer, and project cargo. Each insert comprised approximately 50,000 copies and appeared in 1 – 3 trade publications such as the Journal of Commerce, American Shipper, American Journal of Transportation, Supply Chain Brain, and Containerization International. 
• Three (3) sponsored editorials which appeared in the same publications listed above. 
• A third party digital presence that ran throughout the year.
• Four (4) print ads. 
• We developed a virtual tour of the port that included individual 1-minute tours of each terminal operator.
• Take Notice e-blasts, which announced changes in gate operations and other schedule anomalies.
 
We managed to accomplish this ambitious plan while suffering a 20 percent cut in our advertising budget in 2012. 
 
Data derived from a recent independent satisfaction survey appears to support the efficacy of “We Make a Big World Smaller.” Among the survey’s many findings were the facts that:
 
• More than 40 percent of the Port of New York and New Jersey's customers said they were “Highly Satisfied” with the services provided by the port. This represents a nearly 300 percent increase over those who reported they were “dissatisfied.”
• In fact, 43 percent of the overall port community said they were “Extremely” or “Very Satisfied” with overall port services. This figure has risen consistently from 33 percent in 2006 to 35 percent in 2008.
• Customers registered an 11% increase in satisfaction with port communications and a 9% increase in customer service support. 

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Hilary McCarron is a 20-year employee of The Port Authority of New York and New Jersey, occupying several posts.  She began in the Marketing Department 11 years ago, and currently serves as Senior Manager of Port Marketing.