GNA supported TraPac in developing and implementing a new brand and communications strategy.
- Communications Strategy
- Media Relations
- Design Services
- Website Design & Development
- Implementation Planning
About the Project
TraPac is a leading container terminal operator and stevedore with operations in Los Angeles and Oakland, California, and Jacksonville, Florida. In 2014, Trapac's Los Angeles location became the first fully automated terminal in the world, helping its customers increase efficiency and productivity, improve supply chain sustainability, and minimize the chance of risk and delays.
Brand Messaging and Guidelines
GNA worked with TraPac to develop a revised brand and messaging strategy to reinforce the organization’s commitment to safety, service, and sustainability. The revised strategy took into consideration TraPac’s wide range of external stakeholders—including shipping lines, beneficial cargo owners, ILWU members, freight trucking companies, the local and greater Los Angeles community, environmental groups, local government, and more. Our work included:
- Corporate brand guidelines
- Customer persona profiles
- Company templates with new branding
- Branded presentation decks and user guides
- Terminal maps and safety brochures
- Sustainability reports
Media Training
GNA developed a robust media training program for TraPac to help ensure its executives were fully prepared to act as spokespeople for the organization. The half-day, interactive training course included:
- Guidance on how to deliver impactful messages that resonate with the target audience
- A checklist on key information to clarify with a journalist ahead of an interview
- Key do’s and don’ts when interacting with a journalist
- Tips on how to answer difficult questions
- Role playing scenarios on how to respond in a crisis situation
Corporate Websites
To effectively demonstrate TraPac’s commitment to premium service, GNA supported the organization in a complete redevelopment and launch of its website, including a corporate site, sites for three terminal locations, and a custom customer service system. Our work included:
- Content and search engine optimization strategy
- Sitemap development and wireframing
- Copywriting, infographic development, photo editing, page design
- Custom WordPress template development
- Integration of live terminal schedule and gate camera feeds
- Integration of container tracking, scheduling, and payments portal
Sustainability Report
GNA provided strategic direction to TraPac to help produce their 2019 corporate sustainability report and accompanying landing page, which highlights emission reductions at TraPac’s Los Angeles terminal, supply chain efficiency, terminal traffic mitigation, and TraPac’s corporate sustainability programs.
Corporate Video
To highlight TraPac’s operations across the U.S. and a Los Angeles, GNA produced a corporate video featuring the terminal operator’s automated and advanced cargo handling capabilities. Our work included:
- Shot list development
- Voiceover talent and music selection
- Video production management
Key Successes
“After receiving our first round of deliverables from GNA Creative, our leadership team went from asking me why a brand and messaging strategy was something we should spend money on, to wondering how we had ever lived without it.”
– Peter Stone, SVP of Brookfield, Board Member of TraPac
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