b'FOGHORNFOCUS: SAFETYand salon seating procedures. Four of the ten are on the main COVID-19 in-Learn More! formation web page, with additional videos running on other specifi c infor-https://www.forbes.com/sites/danielnewman/2020/05/13/making-video- mation pages All ten are loaded on the an-effective-part-of-your-covid-19-marketing-strategy/#1cd29dce764d CMLF YouTube channel in a special https://blog.hubspot.com/marketing/state-of-video-marketing-new-data COVID-19 Safety playlist: https://bit.ly/COVIDvideos.Although the web remains the foundational resource for COVID-19 use their web sites as the key anchorthe home page similar to Woodwindsinformation at the ferry, the videos for the videos, although WoodwindCOVID-19 message positioning. Then,were kept purposefully short to be places the video on a specially linkedupon check-in, passengers received acompatible as embeds in email and COVID-19 page from the home pagehandout on current procedures and,on social media platforms. In many while Wendella has updates directly ononce onboard, heard announcementscases, the videos were fi rst published the home page content.from the captains on state quarantineon social media, sometimes before or requirements.in sync with web postings. And unlike Video FAQs Although the ferry had a robustthe prior examples, the ferry videos A different approach was taken byin-house video travel channel,used anonymous voiceover talent for PVA Vessel member Cape May-Lewesmonitors were placed inside vesselthe audio.Ferry, which provides a year-roundsalons and the terminals in areasMessage Commonalitiestransportation link between Capethat were initially closed to all pas- Regardless of the type of maritime May, NJ and Lewes, DE as an alternatesengers. The ferrys marketing teamoperation, all of these PVA members route to the I-95 Northeast Corridor.had to rethink not only their videohave found video to be a strong Categorized as an essential transpor- messaging but how to deliver them.tool in their COVID-19 communica-tation service by both the governorsThey also had to create message fl ex- tions toolkit. Each used the videos of New Jersey and Delaware, theibility for different procedures forprominently on their websites with ferry system operated throughout allvehicle passengers and subsequentlyboth the Cape May-Lewes Ferry and stages of the COVID-19 outbreak. Infoot passengersall on an extremelyWoodwind integrating YouTube for addition, similar to Woodwind andreduced budget. improved playback options. Each Wendella, the Cape May-Lewes FerryThe solution was a series of 10used personal messaging from a high-heavily relies on tourism during theshort videos, each dedicated tolevel officer, two on video and one warm-weather months, a different aspect of new safetyvia email. Two used captioning in At the onset of the COVID-19protocols. For instance, once foot pas- addition to audio, a good tip for ADA outbreak, the ferry only allowedsengers were allowed on board, newcompliance, or if the videos are being vehicle traffi c with parties required topre-produced videos were releasedshown in noisy environments such as remain in their vehicles throughouton revised check-in, baggage security,in-terminal monitors. nthe voyage. Walk-on passenger traffi c was suspended until when both state restrictions eased. The situation was fluid with sometimes conflicting re-strictions in each state.About the Author The ferry needed ways to issueRhona Bronson is the Director of Marketing for the Delaware River & Bay Authority (DRBA), a bi-state agency updates on operating procedures asoperating transportation links between New Jersey and news changed.Delaware including the Cape May-Lewes Ferry, and Initially, the ferry relied on emailForts Ferry Crossing to Fort Delaware. She has three messages from Director of Ferrydecades of experience in marketing and communications Operations Heath Gehrke as theworking for trade associations, newspapers, Fortune messages could be quickly crafted500 companies, and advertising agencies. She is a leading proponent for using social media and PR as and distributed. The emails werea business marketing tool. Bronson spoke at the PVA sent directly to all customers via anAnnual Convention at MariTrends 2019 and authored a extensive house list and then postedFOGHORN article in the January/February 2020 issue.on a special COVID-19 information page linked from an alert banner on 10AUGUST 2020FOGHORN'