Revitalizing MARAD’s Crisis Communication: A 3-Part Success Story
The Challenge
When pandemic-driven supply chain disruptions peaked, MARAD faced a triple threat: a 40% drop in cadet applications, rampant port congestion misinformation, and an outdated communication strategy failing both industry professionals and the public. Public trust was eroding as shipping delays reached 300% at major ports, while frustrated stakeholders overwhelmed traditional response channels. The agency needed to modernize its outreach quickly to maintain operational continuity and recruitment pipelines during unprecedented chaos
The Strategy
Creatiwave Marketing implemented a three-pronged approach combining audience intelligence, platform optimization, and real-time engagement. We developed data-driven personas like “Cadet Hopeful Sarah” and “Maritime Mom” to tailor content, while reallocating 50% of Twitter resources to LinkedIn where maritime professionals were 70% more active. Our crisis protocol deployed Falcon.io for social listening, enabling rapid myth-busting through threaded explainers and live “Ask the Admiral” Q&As that averaged 3K viewers. Simultaneously, we partnered with maritime academies to co-create cadet recruitment campaigns like #WeNeedMariners, blending authentic storytelling with strategic platform targeting.
The Solution
The results transformed MARAD’s communication effectiveness: within six months, LinkedIn followers grew to 3.5K with 25% higher CTR than other platforms, while persona-based campaigns drove a 40% increase in qualified cadet applications. Our 2-hour crisis response window (versus DOT’s 6-hour standard) reduced repeat misinformation by 30%, and the “Maritime Mom” series alone generated 500+ family inquiries. Perhaps most importantly, these strategies became institutional best practices, with MARAD adopting our multimedia approach as their permanent communication model. For organizations facing similar challenges, this case proves that combining audience empathy with tactical agility can turn crisis into opportunity.
[Explore the full case study here to see how these strategies could work for your team.]
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Client:
Category:
U.S. Department of Transportation
Case Study
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