The ChallengeThe American Airport and Seaport Police Association turned to Adfero Group to raise public and media awareness about the organization and its efforts to establish the highest standards for port safety and security. The association is also working with Adfero to build its membership and better engage and retain current members.
The SolutionAdfero developed an on-going communications strategy incorporating direct communications and earned media techniques to build relationships with key journalists covering homeland security issues, members of Congress and the Administration, and other port security leaders in the private and public sectors.
Adfero also developed an internal communications program to facilitate greater interaction between the organization and its members to expand the association’s voice in regional markets around the country.
And, finally, Adfero developed traditional and interactive marketing and advertising programs to increase revenues for the association.
In conjunction with these efforts, Adfero managed on behalf of the association the International Port Security Conference featuring a range of speakers influential in the homeland security and law enforcement community, including Rudy Giuliani, Asa Hutchinson, Ralph Basham, Kip Hawley, as well as international counterterrorism representatives from Heathrow Airport, Pakistan Ministry of Defense and the Home Office of the United Kingdom.
The ResultAdfero increased awareness of port police activities and port security issues among key media outlets, governmental organizations and private sector businesses dealing in homeland, port, cargo and transportation security issues; secured numerous news stories about the association; and successfully managed the International Port Security Conference, widely regarded as the most successful conference to date.
From a membership and financial perspective, Adfero’s marketing efforts helped garner additional revenue through increased sponsorship and exhibitors at the International Port Security Conference, and raised awareness of the association among potential new recruits and advertisers.