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2019AAPACOMMUNICATIONSAWARDS

WEBSITESPORTOFMONTREAL

TRADINGWITHTHEWORLDMICROSITE

SUMMARY

TheMontrealPortAuthority(MPA),whichadministersthePortofMontreal,unveileditsnewTradingWithTheWorldmicrositeinSeptember2018.ItisakeycomponentoftheMPA’sstrategicplantopromotetheportonaninternationalscaleandshowcaseitscompetitiveadvantages.Thisbilingual(EnglishandFrench)B2Bwebplatformisabusinesscommunicationsandmarketingtooldesignedtohelpkeydecision-makersintheshipping,maritimeandlogisticsindustriesbetterinformthemselvesaboutthedistinctadvantagesthatthePortofMontrealhastoofferwhenitcomestomovingtheircargoworldwide.TheTradingWithTheWorldmicrositeisapracticalandinformativewebtoolthatrespondstotoday’sbusiness-to-businessrealitiesandoffersasimplifiedanduser-friendlywebexperience.

Themicrositeisavailableat:https://www.tradingwiththeworld.com/en/index.snc

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1.CHALLENGESANDOPPORTUNITIESChallengesDespitethefactthatitwelcomeseachyearmorethan2,000shipscarryingsome39milliontonnesofalltypesofcargotoandfromallpartsoftheworldandisamongthetop100containerportsintheworld,thePortofMontrealisoftenregardedasoneofthe‘best-keptsecrets’intheindustry.Dispersedthroughouttheworldandpressedfortime,shippersandlogisticsexpertsareadifficultgrouptoreach.Theyneedfast,simpleandquickaccesstoinformationthatisrelevantandpertinenttothem.Ourchallengewastocreateavisuallypleasingandeasy-to-navigatetoolthatwouldincreaseawarenessabouttheportandshowcaseitsadvantagestoclientsandpotentialclientsincludingshippinglinesandagents,shippers,importersandexporters,freightforwardersandlogisticsproviders.OpportunitiesThePortofMontrealuseseveryopportunitypossibletodeliverkeymessagesthatitisamajorinternationalportthattradeswiththeworld.

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Inaerawhereportsaresoverysimilar,thisnew,dedicatedmicrositeservesasavitalcommunicationstoolthatleveragestheopportunitytodeliverkeymessagesabouttheport’sadvantagesandhighlightitsbenefitsandvalue,allowingourtargetaudiencetobetterunderstandandinformthemselvesabouttheportandhowitcanhelpthemtradeefficientlyandeffectivelywiththeworld.2.COMPLEMENTINGTHEPORT’SOVERALLMISSIONThePortofMontrealisaNorthAmericanseaportattheheartofthecontinentandahubforworldtrade.OurmissionistocontributetotheprosperityofourclientsandpartnersandtotheeconomicdevelopmentofGreaterMontreal,QuebecandCanadawhilerespectingtheenvironment.Ourvisionistobeadiversified,successfulandinnovativeportthatexercisesinspiringleadershipandprovidescompetitivevalue-addedservices,makingitapartnerofchoiceinthelogisticschain.Withinourmission,theTradingWithTheWorldmicrositecommunicatesourvaluesof:

Ø Responsibility.Themicrositedemonstratesthatwearearesponsible,sustainableorganizationthatprovidesleadershipandpromotesteamwork,informationsharingandcommunication.

Ø Commitment.Themicrositeconfirmsourcommitmenttoprovidethebestpossibleexperienceforourclientsandpartnersbyofferinghighlyefficientservicesandcompetitiveadvantagesintheareasoftransittime,strategiclocation,velocity,reliability,costefficiency,flexibility,marketreachandsupplychaincollaboration.

Ø Innovation.ThemicrositeshowsthatMontrealisaninnovativeportthathasconstantlyreinventeditspracticesthroughouttheyearsinordertoassertitsleadershipinthelogisticschain.

Themicrositeispartofourcontinuingcommunicationseffortstoraiseawarenessabouttheportanddemonstratethatitis:

Ø Avitalinternationalcargologisticshubthatplaysamajorroleinglobaltrade,connectingfivecontinentsandmorethan140countriestoaNorthAmericanmarketof110millionconsumers;

Ø Amajordiversifiedtransshipmentcentre;Ø Strategicallysituated1,600kilometresinlandfromtheAtlanticcoast,atthecentreofa

fullyintegratedrail,roadandpipelinenetwork;Ø AnessentiallinkinthesupplychainconnectingmajormarketsinEasternCanadaand

theU.S.MidwestandNortheast;Ø Aleadinginternationalcontainer,breakbulk,grain,anddryandliquidbulkcentrethatis

ofvitalimportancetomarketsatalocal,regionalandnationallevel.

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3.PLANNINGANDPROGRAMMINGCOMPONENTSGoalThegoalofthemicrositeistoenhanceandfacilitateonlineaccesstotimelyandspecificinformationthatincreasesthePortofMontreal’svisibilityinternationallyandpromotestheportanditsstrategicadvantages,betterorganizecontentaccordingtospecifictargetaudiences,makethemicrositeeasiertonavigateandinformationeasierandfastertofind,andprovideallofthisinformationinauser-friendlyandvisuallyappealingmanner.ObjectivesTheobjectivesofthemicrositearetohelpclientsandpotentialclientsextendtheirglobalreach,havemoremaritimecompanies,shippersandlogisticsexpertschoosetheporttomovetheircargo,assistsalesforcesinperformingtheirjobstopromotetheport,showourpartnersthatweareworkingtobuildtheirbusiness,generatemorebusinessfortheport,andremindvariousstakeholdersabouttheimportanceoftheport.

TargetAudiencesPrimaryaudience:Portclientsandusersandpotentialclientsandusersincludingshippinglinesandagents,importersandexporters,freightforwardersandlogisticsproviders;andpartnerssuchasterminaloperators,railwaysandtruckingcompanies.Wetargetedthisaudiencetoshowcasetheport’scompetitiveadvantagesanddemonstratehowtheportcanhelpthesegroupstradewiththeworld.Secondaryaudience:Associations,organizationsandstakeholdersthathavestrategicallianceswiththeport;businessleaders;mediaincludingthegeneralnewsmediainMontreal,QuebecandCanada,andspecializedtransportationindustrymediamainlyinCanadaandtheUnitedStates;andportemployees.Wetargetedthisaudienceinordertoraisegeneralawarenessabouttheport.4.ACTIONSANDOUTPUTSOurGrowthandDevelopmentteamstartedworkingwithouradvertisingagency,Ogilvy,inNovember2017todevelopthemicrosite’sorganization,architectureandgraphicdesign.Wewantedaclean,straight-to-the-pointmicrositethatwouldbeeasyforuserstonavigate.Wedevelopedauniqueandboldgraphicapproachtodistinguishourselvesfromourcompetitors.Thelookandfeelisbright,distinctiveandinkeepingwiththefriendly,accessibletonethatweemploywhenspeakingwithourcustomers.

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TheGrowthandDevelopmentteamdevelopedclear,conciseandpertinentmessagesabouttheportanditsadvantages.Thisinformationisconsolidatedintothefourmainsectionsthatweidentifiedforthemicrosite:

1. THEPORT2. MIDWEST3. BULK&BREAKBULK4. ASIA

Organizingthecontentinthismannerallowsusersfromtheport’sdifferenttargetaudiencestofindinformationquickly,withonesimpleclick.ThePort

ThissectionbeginswithanOverview,includingashorttwo-minutevideo,providingkeymessagesthattheportis:

Ø EasternCanada’slargestcontainerport;Ø Amajorintermodalhub;Ø Afullydiversifiedporthandlingalltypesofcargo;Ø Strategicallysituated1,600kilometresinland;Ø Open365daysayear;Ø ServedbytwoClass1railways.

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Andthatit:Ø Receivescargofromallovertheworld;Ø Reaches40millionconsumersinonetruckingdayandanother70millionconsumersin

tworaildays;Ø Welcomespost-Panamaxvessels;Ø Has19terminals;Ø Handles35milliontonnes(2017statistics)ofcargoannually.

Thesectionthenprovidesdetailedinformationonourfacilitiesandouron-dockrailnetwork,andcontinueswith‘OurAdvantages’:

Ø MarketreachØ ServicesØ GloballyConnectedØ TheMontrealModelØ ContainerTerminalsØ EfficiencyØ EyesontheFuture.

Itconcludeswithalistofcontacts,includingonlinelinkstoportofficialsresponsiblefordevelopingnewbusinessandallofourrepresentativesabroad.

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MidwestThesecondmainsectionisontheMidwest,akeymarketforthePortofMontrealthankstoitsproximitytoNorthAmerica’sindustrialheartland.ThissectionpromotesthePortofMontrealastheshortest–andfastest–routebetweentheMidwestandtheleadingportsofEuropeandtheMediterranean.

Bulk&BreakbulkThethirdmainsectionisontheport’sBulk&Breakbulkcargocapabilities.

Itprovidesanoverviewofthiscargosectorandthenmorespecificinformationbycategory:

Ø DrybulkØ GrainØ BreakbulkØ Liquidbulk.

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AsiaThefourthmainsectionisonAsia,whichisanemergingandgrowingmarketforthePortofMontreal.ItpromotestheportasagatewaybetweenEasternCanadaandAsia,highlightsthegrowthofPortofMontrealshipmentstoandfromAsiaoverthepastfiveyears,andindicatestheprincipalAsianmarketsfortheport. BudgetandPromotionThemicrositewasdevelopedinresponsivedesign;theexperiencecanbeviewedonaPC,tabletormobiledevice.ItwaslaunchedinSeptember2018.TheprojectbudgetwasrespectedandtotalledCDN$23,000.Wehaveplacedwebbannersonspecializedmediasitestopromotethemicrosite.Thewebbannerstakeyoutotheplatformwithasimpleclick.WehaveimplementedaseriesoftargetedE-blastsinvitingrecipients,throughonesimpleclick,tovisitthemicrosite.WehavealsopromotedthemicrositeonourTwitteraccountandourLinkedInandLinkedInShowcasepages.5.OUTCOMESANDEVALUATIONThemicrositehassucceededinmeetingthefollowingobjectives:ObjectiveWewantedtoproduceaneffectivecommunicationstoolandgenerateasmanyvisitsaspossibletothesite.

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ResultOurTradingWithTheWorldmicrositereceived6,350visitsinitsfirstfourmonths,fromSeptembertoDecember2018.ObjectiveWewantedpeopletospendagreateramountoftimeexploringthesite.ResultPeoplespendtwiceaslongonaverageontheTradingWithTheWorldmicrosite(morethantwominutes)thantheydidonthepreviousmicrosite(aboutoneminute).ObjectiveWewantedtoextendourglobalreach,especiallyinternationallyinnewandemergingmarkets.ResultIndiaandPakistan,whichrepresentnew,emergingandgrowingmarketsforthePortofMontreal,generate25.5%ofthevisitstothemicrosite,upfromabout3%onthepreviousmicrositein2015.TraditionalmarketssuchastheUnitedStates,CanadaandEuropegenerate25%,23%and13.5%ofthevisits,respectively.‘Others’accountfor13%.ReactiontotheTradingWithTheWorldmicrositehasbeenverypositive.Ininformaldiscussionswithportusersandpartners,wehavebeentoldthatthemicrositeisdynamic,visuallyappealing,boldandeasytonavigate,andthatitprovideskeymessagesandinformationontheportanditscompetitiveadvantagesinaclearandconcisefashion.