AAPA2019CommunicationsAwardsPortofNewOrleansPromotional/AdvocacyMaterialsColoring&ActivityBookThePortofNewOrleans(PortNOLA)createdanewcoloring&activitybook,“YourWorkingRiver,”toeducateandengagecommunitymembersages6to10-years-old.Itisusedforvisitingschoolgroups,atneighborhoodandcommunitymeetings,andalsoatourfrequenteventsinpartnershipwiththeLouisianaChildren’sMuseum.Additionally,ourCommercialteamoffersthemtocustomerswithchildrenandgrandchildren.1.ChallengesorOpportunities
BecauseaccesstothePortisrestrictedandweareseparatedfromneighborhoodsbyfloodwallsandfencing,wearechallengedinexplainingtoourcommunityandevenstakeholdershowweoperateandexactlyhowwecontributetotheeconomicsuccessoftheregion.Thosemessagesareevenmorechallengingtoconveytoyoungaudiences.Thiscoloring&activitybookworkstoovercomethatchallengebyexplainingwhatwedotodrivesuccessforthecitytothoseinourcommunitywhomaynotunderstandthevaluableroleweplayandhowthemaritimeindustryconnectsourentireregion,stateandcountry.
HelpingtoeducateyoungaudiencesaboutthePort’swork,impactandjobopportunitiesinarelatablewaytoyoungpeopleiscriticaltoearlyworkforcedevelopmenteffortsandfosteringacommunitythathasarealunderstandingofourroleintheireverydaylives.
2.Mission:ThePortofNewOrleansmissionis:TodriveregionaleconomicprosperitybymaximizingtheflowofinternationaltradeandcommerceasamodernGateway.Ourvision:Advancingglobalconnectionsandinfrastructuretoexceedtheneedsoftomorrow.
PortNOLAisamodernmultimodalgatewayforglobalcommerceandanin-demandcruiseport.Ourcompetitiveedgecomesfromourabilitytodeliverseamless,integratedlogisticssolutionsbetweenriver,railandroad.
WhenthecommunityrecognizesthePortasaneconomicenginecreatingjobsforLouisianafamilies,theyaremorelikelytobecomeambassadorsforourmissionandsupportthePortwhenissuesarisesuchasthefundingofinfrastructureorland-useissuesforpotentialportdevelopment.Italsoinformsouryouthofpotentialcareerpathssothattheymightonedaybecomeapartofthemaritimeindustrythatdrivestheeconomy.
3.PlanningandProgrammingComponents:
Overallgoals/desiredresults:Thisbookwascreatedtoconnectyoungaudiencestoourmissionandgivethematooltointeractwiththemanyfacetsofourever-growingindustry.Wewanttocelebrate,highlightandshowcaseoursuccessinawaythatpeopleofallagescanseeasvisuallycompellingandeasytounderstand.
“YourWorkingRiver”Coloring&ActivityBookCover:
“YourWorkingRiver”Coloring&ActivityBookPortOverviewPage:
“YourWorkingRiver”Coloring&ActivityBookJobsinCommunityPage:
Objectives:CreateaneweducationaltoolfortheyoungaudiencesinourcommunitytofosteranunderstandingoftheworkthathappensatthePort,thejobscreatedbythePortandcareeropportunitiesthechildrencanaspireto.Audiences:Theprimaryaudienceforthecoloring&activitybookiscomposedofchildrenages6to10-years-old,primarilythoselivinginPortNOLA’sthree-parishjurisdictionofJefferson,OrleansandSt.BernardParishes(Counties).SecondaryaudiencesincludeCommissioners,staffandcustomerswhohavechildrenandgrandchildren.4.Actions&Outputs:Strategies:PortNOLAcreatedthecoloring&activitybooktobeusedaspartofouroverallcommunicationsstrategy.Thetitle,“YourWorkingRiver,”isataglinethathasbeenusedpreviouslyinvideos,socialmediacampaignsandourannualMaritimeMonth.Ourbrandingwasalsoincorporatedforcohesionwithourothercollateral.StaffingwascomprisedofourCommunicationsteam(3staff)andhiringathird-partyvendortoillustratethebook.
Tactics&ImplementationPlan:• ThreedesignatedCommunicationsstaffersbrainstormedandplanedthecontentforthebook.• TheCommunicationsstaffmetwiththeillustratortoplanoutappropriateimagesforthecontent.• Theprojectmanagersourcedreferenceimagesfortheillustratorandwrotethefirstdraftofthebook.• TheCommunicationsteamwentthrougheightroundsofedits,includingcopyandchangestotheillustrations.
• Threecompetitivequotesfromprintersweresourcedtoensurefiscallyresponsibleandqualityprinting.• 2000coloring&activitybookswereprinted.
• Thebookshavebeendistributedateventsandareavailabletostaffasneedsarise.5.Outcomes&EvaluationThecoloring&activitybookhasbeenmeasuredassuccessfulbasedonfeedbackfromCommissioners,Portstaff,LouisianaChildren’sMuseumstaff,childrenwhohaveparticipatedinourprogramming,andthechildrenofstaffmembers.
Ithasbecomeanimportanttoolatcommunitymeetingsandmostrecently,thePorthassourcedcoloredpencilsthatarebrandedwiththePortNOLAlogotogivetochildrenintandemwiththebooksforMaritimeMonthandfutureuses.
Inthetwomonthswehavehadthecoloring&activitybooks,wehaveused400ofthecopiesfromthefirstrun.WehavebudgetedtoprintmoretokeepitasongoingcollateralforFiscalYear2020.