Industrial Marketing

The Port of Vancouver's 2010 Industrial Marketing Plan will build on the success of the port's previous efforts as well as adding the important analysis of the port's Strategic Competitive Advantages.

The port sees 2010 as a year where we will be looking to leverage a rebounding global economy through a Focused Differentiation Strategy:  promoting those things which the port has to offer that are unique to the industry, intensely focusing on specific target markets in such an exceptional manner that the port clearly establishes its outstanding market benefits.

The 2010 Industrial Marketing Plan will go through a detailed review of the port's Strategic Competitive Advantages and then focus on the two areas of emphasis for this year:

1. Organic Growth
2. Industrial Marketing and New Business Recruitment

Tenant Retention and Development = "Organic Growth:"
The port is committed to maintaining its existing tenants in as strong a position as possible. Their success is ultimately the port’s success.  The port believes in the old adage that “it is easier to keep a customer than to find a new one” is very true and is taking steps to make every effort to understand better how we can be more actively involved with each of our tenants to help them maintain positions of strength in their respective markets and to take a new focus on "Organic Growth Opportunities." This means that we really need to know each of our tenant’s opportunities and challenges and communicate regularly with them and develop ways to work together.

Industrial Marketing and New Business Recruitment:
The port is in some unprecedented new territory with having a larger than traditional mix of light and heavy industrially zoned properties that are ready to market. This has caused us to reconsider our strategies from the past years of being more “reactionary” to the market due to the small amount of available inventories that the port had in their portfolio, to a position now where we are adopting a more active marketing approach where we are going after new business opportunities in specific market segments as opposed to letting them just come to us. We will be promoting the port's industrial product using a Pull Strategy where the objective is to "pull prospects into the port" using our various marketing channels, creating a demand that prospects cannot ignore. 

Industrial Marketing Team - Marketing of the port’s industrial facilities is successfully accomplished using a team approach. Each team member plays an important role in promoting and marketing the port’s industrial facilities. We are also working with the other Ports in Clark County to see what synergies can be developed and joint activities can occur that will bring value to the entire region, perhaps even outside of the port’s district boundaries. In addition to port staff our industrial marketing team consists of the following members:

• City of Vancouver
• Ports of Camas/Washougal and Ridgefield
• Columbia River Economic Development Council
• Clark County
• BNSF Railway Company and the Union Pacific Railroad 
• Grady Britton
• Select Commercial/Industrial Brokerage Firms
• Site Selection Firms
• Southwest Washington Workforce Development Council
• Selected Developers
• Clark Public Utilities
• Greater Vancouver Chamber of Commerce
• Identity Clark County