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communicating and conversing with the world

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The Port of Montreal is one of the key drivers of economic success on a local, regional and national scale. Ressac was chosen as a strategic partner to extend that success to the social media landscape.

As a central point for past, present and future commercial success stories, the Port of Montreal has gone forward in maximizing communication on digital channels and platforms, including social media.

The Goals

Ressac supported the Port of Montreal in the creation and execution of a complete digital multi-channel communication strategy in order to reach their objectives.

  • Strengthen its ties with its clients and partners
  • Enhance its role as a responsible citizen in the community
  • Raise awareness of its facilities.

Speaking to a mixed audience of highly specialized logistic experts and companies, port neighbours as well as representatives of political and lobby groups requires a multi-faceted approach.

Ressac created a communication roadmap based on a solid and creative editorial strategy supported by a technological backbone to monitor and measure results on social channels.

Following an intensive analysis of the Port of Montreal's communication ecosystem, Ressac developed a full social communication strategy for Facebook, Instagram, LinkedIn and Twitter. The inherent strengths of each social media platform was mapped to match the different communication goals and targeted audiences for the launch of the Port of Montreal’s social media strategy. An editorial plan was put in place to guide the new internal multidisciplinary social media team in their tasks.

An internal governance model crafted by Ressac, aided in creating synergies between communication, innovation, IT and marketing departments. This same model also helped keep social media operating costs low and guarantee a political buy-in of all concerned parties. Internal ambassadors were recruited to provide their unique perspective on the Port of Montreal's activities. These ambassadors benefited from several workshops to increase their digital independence on social channels.

Continuous consulting made the Port of Montreal an effective communicator in the social media sphere. In the fast moving social media landscape, Ressac supports the Port of Montreal with trend scouting and social media consulting to pave the way for the continuous success on all social media channels.

This project perfectly demonstrates the added-value of a digital transformation strategy tailored to the client's needs and pace.

The Results

  • The Port of Montreal is now present on 5 social media channels
  • Interactions drastically rate higher than industry standards