Port of Oakland
A Zero Emissions Seaport
From June 2022 to August 2024, Telegraph provided wide-ranging communications support to the Port of Oakland.
The firm developed messaging as the Port moves toward zero emissions at its seaport. Building support for funding, stakeholder agreement on its approach, and shaping the conversation on the projects needed to achieve this goal.
Driving Innovation: Zero Emissions Oakland SymposiumIn 2024, the Telegraph provided media support for the Port’s award-winning Environmental Symposium. Our work gained media attention for the event, building support from the community and industry partners.
Telegraph also provided internal communications support to the Port including crafting the annual “State of the Port” address presented to employees and partners, advising on labor issues, developing materials on regulatory issues, and messaging on the A’s stadium at the Howard Terminal property.
From June 2022 to August 2024, Telegraph provided wide-ranging communications support to the Port of Oakland.
OAK Name Change
Telegraph led the media and communications effort for the Port of Oakland as it changed the name of its airport to address a lack of geographic awareness among the traveling public and changes to how airline tickets are purchased through web and online platforms.
Based on a series of marketing studies and recommendations from airline industry executives, the Port of Oakland moved forward with a name change in 2024. Telegraph developed and implemented the media plan for the launch of this rebrand.
Our Approach
To make sure our message had impact, we collaborated with the Port to craft a release that featured a video from Port Commissioner Barbara Leslie and targeted KTVU Channel 2 and The San Francisco Chronicle.
Following the strong adverse reaction from San Francisco International Airport, our firm assisted the Port with an immediate press response, highlighting support from East Bay businesses and politicians. We also crafted and placed an opinion piece for Port Director Danny Wan and coordinated media appearances for Port leadership.
The proposed name change is still in court, yet the Port of Oakland's commitment to taking the necessary steps to attract passengers has helped it maintain traffic and routes during a challenging time for air travel.
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