This is the final POLB marketing and advertising presentation made to the selection committee providing key insights about the brand, category, target audience and proposed creative directions. This proposal also includes two man-on-the-street videos, (1) Long Beach citizens’ brand awareness and perceptions of the Port, and (2) Reactions to initial creative directions.

1. 1
HELLO

2. 2
Other ETA team members who’ll work on the
Port of Long Beach account
Rachel Holliday
Account Manager
“I look forward to helping tell
the story of the Port’s green
initiatives. I’m kind of a green
freak myself.”
Frank Toobi
Interactive Manager
“I float by the Port almost
every day. I’d love to play a
part in building its image.”
Dannette Drehsen
Account Planner
“When I heard we might be
working with the Port, I
cranked up my music and did
“the running man.”

3. 3
Other team members, cont’d.
Cassandra Popli
Production/Traffic
“Not counting the Lakers or
Kings, I can’t think of a more
exciting account to work on.”
Brian Duenas
Graphic Designer
“Can’t wait to get started.
Hope they let me operate a
crane.”
Elise Severson
Marketing Assistant
“Being a Long Beach native,
I’d be proud to partner with the
Port. Count me in!”

4. 4
Today’s discussion guide
 Discuss the Port and its most pressing issues
 Review creative directions
 Summarize similar work
 Q&A
This is no kid-sized operation. The Port of
Long Beach moved 6.3 million TEUs in 2010
(everything from rubber duckies and
electronics to petroleum coke). That’s a 23.6%
bump from the previous year – reportedly the
largest single increase of any U.S. seaport.

5. 5
Our current understanding of the Port’s
strengths, weakness, threats and opportunities
INTERNAL
NEGATIVE
EXTERNAL
POSITIVE STRENGTHS
• 2nd busiest U.S. container port
• 18th busiest port in the world
• State-of-the-art facilities
- 10 piers, 80 berths,
- 71 post-Panamax cranes
- Security: Sonar, military-grade
radar, X-ray devices
• 30,000 local jobs; 316,000 in SoCal
• Dedicated to green, sustainable and
efficient development
WEAKNESSES
• 90% of business from East Asia
• 71% of business from imports
• High dependence on U.S.
consumer spending
- More than any other major
U.S. seaport
• Expansion constraints
- Urban development
- Environmental regulations
THREATS
• Increased foreign and domestic
competition
• 2014 completion of Suez and
Panama Canal expansion
• New York, Savannah, Charleston
are aggressively pursuing
anticipated “post Panamax” traffic
• Diversion of Asian traffic to Gulf
and East coast ports
OPPORTUNITIES
• Agreement w/Panama Canal
Authority to promote more Latin
America business
• $4 billion investment for POLB
improvements over next decade to
increase volumes and efficiencies
- Middle Harbor Modernization
» Move twice the cargo with
half the pollution
• Gerald Desmond Bridge
• Pier “S” development

6. 6
The Port’s most pressing “trade” issues
 Trade
• High interest / high involvement
• Increased foreign and domestic competition
• “Four corners” strategy
• Possible share erosion
Rough waters ahead. Haulers, freight
forwarders and supply-chain gurus are
advocating a “four corners” strategy to
move more cargo through Vancouver,
Houston and Savannah – and reduce the
r e l i a n c e o n t h e W e s t C o a s t .

7. 7
Increased competition from world container ports,
most notably Asia and Europe
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2004 2005 2006 2007 2008 2009
Sinapore / Singapore
Shanghai / China
Hong Kong / China
Shenzhen / China
Busan / S. Korea
Guangzhou / China
Dubai / UAEmirates
Ningbo / China
Qingdao / China
Rotterdam/ Netherlands
Tianjin / China
Kaohsiung / Taiwan
Port Klang / Malaysia
Antwerp / Belgium
Hamburg / Germany
Los Angeles / USA
Tanjung Pelepas / Malaysia
Long Beach / USA
Xiamen / China
Source: American Association of Port Authorities
TEUs(000s)
(TEU=Twenty-FootEquivalentUnit)

8. 8
With the exception of Tacoma and Montreal,
all North American ports gained share in 2010

1
2010 data was not available for Hampton Roads or San Diego
Source: American Association of Port Authorities; Individual port websites; Various news clippings
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
PortofLos
Angeles
PortofLong
B
each
PortofN
ew
York/N
ew
Jerse
PortofSavannah
PortofVancouver
PortofO
akland
PortofSeattle
PortofH
ouston
PortofM
anzanillo
PortofTacom
a
PortofC
harleston
PortofM
ontreal
PortofLazaro
C
ardenas
PortofPrince
R
upert
PortofH
am
pton
R
oads
PortofSan
D
iego
2009
2010
TEUMarketSharebyPercentage
North American TEU Market Share by Port and Year
(TEU = Twenty-Foot Equivalent Unit)

9. 9
Retailers are diversifying port usage forging a “four corners”
strategy – West Coast, Canada, East Coast and Gulf Coast
2
3
4
1

10. 10
The Port’s most pressing “community” issues
 Community
• Low engagement
• Low awareness
• Emotionally – mixed feelings
True blue. Thanks to the Port’s
forward-thinking Clean Trucks
Program, air pollution from harbor
trucks has been reduced by nearly
8 0 % a s o f J a n u a r y 1 , 2 0 1 0 .

11. 11
Click to play video

12. 12
Current community point-of-view about the
Port of Long BeachNegative
Positive
High Awareness
Low Awareness
EMOTIONS
AWARENESS
Port of
Long Beach
The economic upturn. As one of the
busiest seaports in the world, the Port
of Long Beach generates more than
$47 billion in direct and indirect
b u s i n e s s e a c h y e a r .

13. 13
Future community point-of-view about the
Port of Long BeachNegative
Positive
High Awareness
Low Awareness
EMOTIONS
AWARENESS
Port of
Long Beach
The economic upturn. As one of the
busiest seaports in the world, the Port
of Long Beach generates more than
$47 billion in direct and indirect
b u s i n e s s e a c h y e a r .

14. Advertising Concept Directions

15. 15

16. 16
Project objective(s) – Specifically, what must this job do? (E.g., Introduce a new
product or service, create awareness, change attitudes, increase demand and usage, build loyalty?)
Long Beach rules. The Port of Long Beach is the
18th busiest container cargo port in the world and
the 2nd busiest port in the United States.
 For the Trade: Continue to promote the Port’s
“state-of-the art” facilities and benefits
 For the Community: Increase awareness of the
Port’s value and contributions to the community

17. 17
What’s the single most compelling fact or idea we want
consumers to remember? (Keep it simple and straightforward.)
 Key Message: The Port of Long Beach is a vital business entity and
major contributor to the betterment of Long Beach and surrounding
communities
Jobs. And more jobs. With the movement of
products of virtually every kind, the Port is a powerful
economic engine. In fact, 316,000 jobs in the five-
county Southern California region are Port-related.

18. 18
Click to play video

19. Comparable Work for Other Clients

20. 20
Similar work for other clients
 Similarities
• 100 year old Long Beach-based organization
• Target audience – residents of LB, LA & OC
• Shift perceptions from old and stodgy to
contemporary and friendly
 The Problem
• Research revealed the bank was perceived as old,
stodgy and out of touch with the community
 Key Strategic Insight
• Reinvigorate the brand to be contemporary,
neighborly and inviting/helpful
 Creative Strategy
• Use contemporary lifestyle imagery and promote
the benefits of doing business with today’s F&M
 Tactical Elements
• TV, OOH, newspaper, online, email, direct mail,
website
 Results
• $46 million in new deposits
(A Community-Based Story)

21. 21
Click to play video

22. 22
Similar work for other clients, cont’d
(A Trade Story)
 Similarities
• High interest/high involvement category
• Jobs and millions of dollars at stake
 The Problem
• Product parity among a few good brands
• Little or no brand loyalty
 Key Strategic Insight
• If an oil rig goes down because of fouled
plugs, millions of dollars and jobs are at risk
• Specifiers switch brands because category is
mature and products virtually identical
 Creative Strategy
• Reposition DENSO Iridium Saver spark plugs
as the world’s most durable – 3X longer duty
cycle than comparable plugs
 Tactical Elements
• Trade pubs, online, affinity marketing
 Results
• Inquiries up 17%; Awareness up 4%;
Sales up 6%

23. 23
Next steps
Teacher’s pet. The health of our area’s
children is important to the Port. That’s
why they’ve invested $4.7M to improve
air quality for youngsters in schools, day-
care centers and other youth facilities.
 Appoint ETA AOR
 Define specific objectives for each target: Trade,
Community
 Review available research
 Identify knowledge gaps and address as needed
 Develop key messages and confirm relevance
 Execute program, measure and adjust accordingly

24. 24
Q & A