Nyhus Communications 720 Third Ave., Floor 12 Seattle, WA 98104 206 323 3733 www.nyhus.com SEATTLE WASHINGTON D.C. Pacific Northwest Seaports Branding Campaign
TABLE OF CONTENTS 3 Situational Analysis + Approach 6 Work Samples 8 References 9 Nyhus Team 10 Strategic Counsel
Situational Analysis Washington State s seaports have always provided the foundation for economic growth and prosperity for Pacific Northwest businesses and residents. Washington ports have capitalized on key competitive advantages, including geographic proximity to vital markets throughout North America and the Pacific Rim, abundant natural resources and intermodal transportation capacity. These advantages have helped sustain a rich and innovative state economy. Washington seaports now face new challenges to trade leadership from policies, developments and competition in the domestic and global marketplaces. Within the U.S., East Coast ports disproportionately benefit from the Harbor Maintenance Tax and will gain market share with the expansion of the Panama Canal. Internationally, ports in British Columbia and Mexico pose a growing threat as they offer increased capacity, lower taxes and higher levels of government investment in port and transportation infrastructure. Effectively responding to such challenges requires an aggressive branding campaign by Washington ports. This campaign must strategically position the assets, competitive advantages and future capacities of the ports before key customers, markets, policymakers, media and the public. This strategic branding campaign, including compelling messaging backed by substantive data and analysis for use by Washington port and business leadership, will help Pacific Northwest Seaports effectively adapt to an increasingly competitive global market. Approach Nyhus Communications is a smart, creative and connected communications, marketing and advocacy firm with a global view. Nyhus is well-positioned to provide a compelling, versatile and enduring brand for Pacific Northwest Seaports. Nyhus capabilities are based on longstanding contacts in Washington State, Washington, D.C. and Asia. These capabilities and relationships will support a campaign that produces a broader, deeper understanding of the vitality and value of Washington seaports. Pacific Northwest Seaports Branding Campaign 3
Client and Market Research The Nyhus branding approach will begin with client and stakeholder consultations and market research. These initial steps will help identify and clarify organizational positioning, market opportunities, threats and target outcomes. This knowledge will inform a successful campaign. Specifically, these consultations will help determine the format and content of project deliverables, including an economic analysis/white paper, talking points, brand messaging, graphics, media and marketing collateral. This project scoping and work plan development phase will culminate in a presentation before the November 20, 2013 WPPA Transportation and Infrastructure Committee meeting. This phase will include: Client research Market and competitor research Development Phase Informed by feedback from the November Committee meeting, Nyhus will initiate brand, logo, messaging development and economic analysis of Washington seaports competiveness. These deliverables will be refined over the course of a series of three stakeholder workshops. Workshop results will inform the draft final plan for presentation in March before the Committee and final presentation to PNW Seaports at the May 2014 WPPA Spring Meeting. This phase will include: Brand concept and messaging Talking points Logo Draft data analysis Pacific Northwest Seaports Branding Campaign 4
Rollout Phase Completion of client deliverables will include consultation on how to apply PNW Seaports branding, messaging and collateral most effectively. Branding rollout engagements will include press releases/ conferences, earned media (op-eds, letters to the editor, social media) and distribution of collateral at events and meetings with business and elected leadership. This consultation will help establish PNW brand messaging and materials as an enduring resource for Washington ports advocacy. Economic analysis/white paper Fact sheet development Collateral design (maps) Social media platforms Fees Research and Discovery $20,000 Brand Development $15,000 Design and Implementation $10,000 Fees listed are estimates and will be determined based on scope of work and contract negotiation. All fees are professional services and do not include expenses. Pacific Northwest Seaports Branding Campaign 5
Work Samples International Competitiveness Strategy for Washington State The Washington Council on International Trade and the Trade Development Alliance of Greater Seattle are two of the leading trade advocacy organizations in Washington. In 2012, the two organizations commissioned a strategy to provide comprehensive overview, assessments and recommendations regarding Washington state s trade competitiveness in the global marketplace. Challenge Washington state has long enjoyed economic development and prosperity based on its trade economy. But much of this success has been a result of uncoordinated enterprises and policies. The purpose of the Competitiveness Strategy was to provide specific, coordinated recommendations to better enable Washington to fulfill its full potential for trade growth. Solution Nyhus Communications managed development and execution of a media rollout plan and the production of written materials, including op-eds, fact sheets and press releases. Nyhus also placed three op-eds throughout Washington state on the Competiveness Strategy in the Seattle Times, the Tri-City Herald and the Everett Herald. Research conducted during the course of the project made an especially important finding: 40 percent of all jobs in Washington are supported by trade. This was an increase from a statistic that had been in use since the 1990s, which estimated that trade supported approximately one in three Washington jobs. 40 percent became a primary message of the Competitiveness Strategy and its rollout campaign. Since the rollout of the Competitiveness Strategy, the 40-percent job statistic has been adopted as a primary talking and data point for business leaders and local, state and federal elected officials, including Governor Jay Inslee and Congressman Rick Rick Larsen. Pacific Northwest Seaports Branding Campaign 6
Networked for Life Northeastern University Seattle In 2012, Northeastern University, a top-tier research institution based in Boston, reached out to Nyhus to help expand its graduate campus initiative to Seattle. Challenge Northeastern University s strengths in graduate education and research uniquely align with Seattle s economic development and workforce priorities. The challenge for Northeastern University s initial market entry was to lay a foundation for a strong local graduate degree presence in the Seattle market, where local schools controlled the market share, while still maintaining the university s national and international brand. Nyhus needed to craft a brand that embodied Northeastern University s innovative approach to education delivery and community engagement. At the same time, it was important that the brand resonate with the deeper reasons that graduate students pursue a degree. Solution To create local alignment with Northeastern University and provide opportunity for future growth into additional regions, Nyhus crafted the Networked for Life brand and campaign. The brand position and its messaging embody the values of Northeastern - innovation in delivery, global-to-local network and industry alignment. It is also relevant to students and their reasons for pursuing graduate degrees. A slogan Your Career. Your Industry. Your Degree. was developed to work in tandem with the Networked For Life brand and adapt to individual degree programs. Graphic elements that represent the network and its benefits were developed and combined with student, faculty and advisor models selected for the market. Pacific Northwest Seaports Branding Campaign 7
References Eric Schinfeld, President, Washington Council on International Trade; Chief of Staff, Greater Seattle Metropolitan Chamber of Commerce Email: erics@wcit.org Phone: 206-389-7273 Sam Kaplan, President, Trade Development Alliance of Greater Seattle Email: samk@seattletradealliance.com Phone: 206-389-7306 Anthony Hempstad, President & CEO, World Trade Center Tacoma Email: ahemstad@wtcta.org Phone: 253-396-1022 ext. 101 8 Pacific Northwest Seaports Branding Campaign
Nyhus Team Andrew Wells Account Manager Andrew is dedicated to Nyhus public affairs campaigns in fields such as global commerce and life science. His skills include coalition organization and outreach, resulting in compelling messaging and third-party advocacy that reach the influential audiences and media that matter most to clients. His experience and policy knowledge help build partnerships between the public, non-profit and private sectors, fostering innovative approaches that achieve client objectives. His professional background includes public relations and marketing at a Denver urban planning firm. He worked at the Colorado press office of U.S. Sen. Mark Udall during health care and finance reform. At the campaign office of U.S. Sen. Michael Bennet, he focused on media, fundraising and legislative research. Jonna Bell Account Manager Primary Contact Jonna brings more than a decade of experience in marketing communications and new media for B2B and B2C companies. With a collaborative and creative approach, she guides strategic, cross-channel programs that connect brands with audiences and positively impact business goals. Throughout her career, Jonna has helped companies launch new products, programs and services that fit their brand and market needs; develop content strategy; establish and grow an online presence and social media strategy; grow corporate social responsibility; build identity in new markets; and establish new or refreshed brand identities. Creighton Gibbons Visual Designer Creighton is the lead visual designer for the Nyhus team. In his role, his background in branding and visual communication serves as an important factor in advancing clients business goals and brand identities. Creighton has lead creative, marketing, and branding projects for JP Morgan, Nationwide Insurance, The Limited Brands, Charley s Grilled Subs, and Intelius. He has nearly eight years experience developing innovative strategies to produce record ROI and new B2B and B2C marketing campaigns. He brings experience designing for print, web, rich media, video, and motion graphics. Pacific Northwest Seaports Branding Campaign 9
Strategic Counsel Roger Nyhus President & CEO Roger has advised numerous business and government leaders around the world since founding his firm in 1994. He excels at strategic public relations, public affairs and advocacy for innovative organizations and their leaders. Roger s specialties include strategic counsel, branding and positioning, media relations, issues and crises management, executive communications, community and government relations, internal communications and special events. Roger and his team pride themselves on their passion, candid counsel, integrity and on target results. Roger has a proven ability to anticipate changing business or political situations, make a rapid and accurate assessment of the opportunity and respond with creative communications solutions. He is excellent at managing crisis communications with an exceptional ability to proactively reach diverse and complex audiences. Roger thrives in high pressure, dynamic situations. Roger s career spans senior leadership roles in both business and government. He was the longest serving communications director for Washington Gov. Gary Locke, the current U.S. Ambassador to China. Roger has advised leading brands such as American Express and Northeastern University. Joe Borich Senior Advisor Mr. Borich is Executive Director of the Washington State China Relations Council, which represents over 160 American corporations - including Boeing, Microsoft, and other Fortune 500 companies - with interests or holdings in China. Mr. Borich was the American Consul General to Shanghai in the 1990 s, and has held a number of positions within the U.S. State Department. Mr. Borich previously served as a Board member of the Company from 2005 to 2010. Forbes Magazine profile Bill Stafford Senior Advisor The founder and former president of the Trade Development Alliance of Greater Seattle, Bill achieved national and international recognition for developing this successful non-profit. He has held senior leadership roles in local government and business, including the development of City of Seattle s intergovernmental relations office. Pacific Northwest Seaports Branding Campaign 10
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International Competitiveness Strategy for Washington State Overview The Trade Development Alliance of Greater Seattle and the Washington Council on International Trade partnered to create the International Competitiveness Strategy for Washington State. The findings show that Washington state will benefit from a coordinated, statewide strategy for how we leverage our assets and new investments to increase our international competitiveness. Key Findings International trade is a key driver of our state s economy. It spans across nearly every industry sector - from agriculture to aerospace to IT to tourism. Based on new research, nearly 40% of all jobs in Washington can be tied to trade-related activity, making our state one of the most trade-engaged economies in the country. The state government has a key role to play. Much of our country s trade policy is set at the federal level, however, state government is crucial to Washington s international competitiveness. 40% of all jobs in Washington state are tied to trade Services are an increasingly important part of our trade economy. While it is widely known that Washington is a leader in merchandise and commodities exports like agriculture and aerospace, we are also a growing leader in export services such as IT and tourism. $ Washington Service Exports by Sector - 2010 Our elected officials, business leaders and others will benefit greatly from a better understanding of how they can maximize job creation through steps like increased freight mobility, enforcement of intellectual property rights, investment in a skilled workforce and a business climate that maintains Washington s status as a strong base for global operation. Eric Schinfeld, President WCIT & Sam Kaplan, President TDA Washington ranks 5th in the U.S. for export of services like software and tourism. The International Competitiveness Strategy for Washington State is available online at www.wcit.org/strategy and www.seattletradealliance.com/strategy.php Pacific Northwest Seaports Branding Campaign 12