Work

Port of Cleveland – Rock the Port

Event Marketing & Integrated Marketing Campaign

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

In 2018, the Port of Cleveland marked its 50th year of operation in Cuyahoga County providing 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. Herein lies the problem – most residents are unaware of the Port’s economic impact, let alone their 50th anniversary.

The Solution

Rock the Port - a family-friendly community event that featured live music, Cleveland Harbor cruises on the Goodtime III, Rock & Roll Hall of Fame self-guided tours, Great Lakes Science Center and S/S William G. Mather self-guided tours, ice cream, fun maritime activities and giveaways.

Audience

Cuyahoga County Residents.

SMART Goal

Specific goal established to increase brand awareness and engagement. Performance measured by voucher reservations, ticket redemption, social media impressions, fans and engagement. Results achieved by developing a world-class summer festival created for the community. Message was relevant to audience because it provided residents with entertainment while providing education on the economic impact of the Port of Cleveland on the community. Time defined by the length of the marketing campaign from June 1, 2018 to August 30, 2018 , which includes the event on Saturday, August 18th from 12:00 PM – 6:00 PM at the Rock & Roll Hall of Fame and North Coast Harbor.

Event Production

  • Event: Signage (Signs/Sidewalk Clings), Booths/Tents, Production
  • Live Music Performances (Marel Hidalgo, The Ohio Weather Band, DJ Ryan Wolf)
  • Cleveland Harbor cruises on the Goodtime III,
  • Tours: Rock Hall, Great Lakes Science Center & S/S William G. Mather
  • Free Ice cream
  • Food Trucks
  • Kids Activities & Giveaways: Gameshow/Trivia, Coloring Kit, Stickers, Fake Tattoos, Photobooth, Water Bottle & Bags
  • Port Equipment
  • Tugboats & Harbor Vessels

Marketing Tactics

  • Public Relations & Outreach
  • Social Media: Facebook, Twitter, Instagram, LinkedIn
  • Native Media
  • Email Marketing

The Outcome

Metrics

The performance of the event was measured by voucher reservations, ticket redemption, social media impressions, fans and engagement. The results were achieved by developing a world-class summer festival created for the community.

  • Attendees: 6,500+
  • Impressions: 1,000,000+
  • Followers: ^25%
  • Engagement: ^60%
  • Total social media followers doubled YOY
  • Facebook Followers: ^190%
  • Instagram Followers: ^226%
  • Twitter Followers: ^33%
  • LinkedIn Followers: ^74%
  • Total Social Impressions: 2,325,000+
  • Total Public Relations Impressions: 6,800,000+

Awards & Accolades

  • American Institute of Graphic Arts (AIGA) 2019 AIGA Design 730 Awards: Winner – Integrated Campaign
  • Transportation Marketing & Sales Association (TMSA) 2019 TMSA Compass Awards: Award of Merit – Events
  • American Association of Port Authorities (AAPA) 2019 AAPA Communications Awards: Award of Distinction – Special Events