Strategic Plan (2020)
The Port of Green Bay is guided by a Mission and Vision focused on enhancing and growing the Port to benefit the people and economy of northeastern Wisconsin. The mission of the Port of Green Bay is to enhance the prosperity of the people of Northeast Wisconsin by providing facilities and infrastructure able to effectively and efficiently move commodities and goods across the nation. The following are four strategic themes this strategic plan will focus on.
• World Class Operations
Strive for the Port of Green Bay to be autonomous with world-class operations focused on maintaining existing infrastructure, building new infrastructure and removing barriers to moving commerce.
• Strong Business Development
Strong business development efforts will focus on opening port opportunities for moving raw or finished goods to and from Northeast Wisconsin businesses through cost-effective and environmentally-conscious waterborne transportation. Ideas include; reaching beyond existing markets, establishing new economic development initiatives, facilitating or collaborating with others including public and private organizations and educational institutions that provide knowledge and contacts to new markets.
• Enhanced Financial Performance
Enhance financial performance by looking internally at existing revenues and expenses while focusing on how to better the rate of return on resources. Expand markets and revenues by looking for ways the Port can generate new sources of revenue while maintaining existing revenue streams. Expand markets that focus on economic health, sustainability and self-sufficiency. Revenue opportunities may include the foreign trade zone, land and building leases, beneficial reuse of dredge material, infrastructure, etc.
• Effective Public Relations and Marketing
Effective public relations and marketing need to focus on sustainability, economics, and environmental messages. Deliverables need to be creative, market-based decisions that strengthen the Port and the regional economy while protecting the environment. These efforts discourage pollution and other environmental side-effects while simultaneously helping to develop and support new markets and economic prosperity. Sustainable economics are based on moving toward “green” initiatives that are desired by public opinion and which may develop a market opportunity. This could include collaborating with environmental groups, recreational boaters and other groups to work cooperatively towards a greener, cleaner economic environment.