Port Master Plan Update

The Challenge

The Port of San Diego hired Nuffer, Smith, Tucker (NST) to help develop an integrated communications strategy to generate awareness of the Discussion Draft of the Port Master Plan Update (PMPU), a blueprint for the next 30 years of bay wide planning and development around San Diego Bay, and engage the community in a transparent, comprehensive outreach process to refine the draft.

The Tactics

NST used creative public relations, digital marketing and stakeholder outreach to engage target audiences across the Port’s five member cities (Chula Vista, Coronado, Imperial Beach, National City and San Diego) and the wider San Diego region in the PMPU drafting process. These tactics were selected with the goal of providing the Port’s planning team with sufficient feedback to make the first round of refinements to the draft of the PMPU. Additionally, the plan would further the Port’s commitment to transparency, community outreach and public feedback.

NST created a messaging platform that highlighted the significance of the discussion draft and opportunities for the community to provide feedback. Using cohesive messaging, graphics and branding on all collateral, NST helped educate target audiences about the contents of the discussion draft, how to provide input and the outreach events scheduled throughout the public review and comment period.

NST planned and executed a comprehensive digital marketing and advertising campaign to generate regional awareness of the release of the discussion draft, promote attendance at the four discussion events, and encourage members of the community to provide written comment on the draft. NST also used stakeholder outreach and earned media channels to amplify PMPU messaging and participation.