It’s Mine. All Mine.
May 11th, 2009 | Posted by Stan Yamamoto
Resolution Copper Mining (RCM) has recently launched a new outreach campaign to help educate the public on their copper mining project in Superior, Arizona. Park&Co was tasked with developing a creative platform that would be used in a new website, print ads, collateral materials and email marketing.
Now right off the bat, many people might think, “Man, how interesting could it be to talk about a mine?”
Well, let me tell you. In my experience, every client has an opportunity to have their communications be memorable, effective and very creative. They can set themselves apart from what may be considered the industry norm. RCM was just such a client and the campaign was a classic case study of working in a true partnership that elevated everyone’s game.
The campaign was based on the fundamentals - solid primary consumer and industry research from Dr. Bruce Merrill, Ph.D., Cronkite-Eight Poll and Elliott D. Pollack & Company. Just as important was the open sharing of information and viewpoints from RCM executive staff, consultants like Policy Development Group and Park&Co. The end goal of educating people and building support for the mining project was the focal point of every planning session. With such focused cooperation, when it came time to start developing the creative platform, there was a strong, definitive, strategic direction for the campaign. It’s amazing what the effect of having a clear objective can do for developing compelling creative executions.
The outreach efforts needed to highlight all the straightforward facts and figures of the mining project and also inspire a sense of local community with an emphasis on the potential of a better future for Arizona. Not an easy task in today’s world, especially on a modest marketing budget. So, we dove right in with big smiles on our faces. I mean, we’re supposed to solve problems and get results on for our clients, right! (I’m sure I read that in some ad book somewhere).
Well, I could go on and on about the final campaign executions and how excited the client is. But as they say, a picture is worth a 
thousand words. So the best way to get a better taste of the campaign is to visit RCM’s new website securearizonasfuture.com. Once there, you might even be compelled to sign up to “Stay Informed” and get RCM updates as you discover the fascinating world of copper mining. We know that people are doing that now. Isn’t it great how you can track everything on the web.
Wow! Who would’ve thunk it. It’s cool to talk about a mine.
Tags: arizona, copper mining, Land Exchange, Park&Co, Resolution Copper, securearizonasfuture.com, Superior
This entry was posted on Monday, May 11th, 2009 at 7:01 pm by Stan Yamamoto and is filed under | Advertising / Branding | Agency News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
May 16th, 2009 at 7:57 am
I used to think the same thing until I worked hand-in-hand with Texas Mining and Reclamation Association on several environmental education initiatives for Texas Science teachers. I participated in a series of workshops, visited Texas mining operations to view how they reclaimed the lands, and wrote and evaluated curriculum. It was an eye-opening experience for me and one I will never forget. I have a much deeper appreciation for the fact that everything we do has an impact on the Earth and it’s all about choices.
May 18th, 2009 at 3:54 pm
Jeff,
Thank you for your comments and sharing your experience and views. It sounds like the eye-opener for you was seeing how things were made in the kitchen and that it wasn’t very appealing. If I misinterpreted your comment, please let me know.
The positives I am seeing are Resolutions Copper’s transparency on sharing information on their entire process, their current due diligence to identify all potential environmental impacts of their mining operations to minimize negative effects, and looking ahead to positively impact local communities in the future. Resolution Copper brought a different business philosophy to this operation and I am hoping this will be a win/win for every one involved.
Thanks.
May 23rd, 2009 at 1:09 pm
Hi Stan,
It’s interesting how different people can look at the same thing and have different reactions. You said, “Man, how interesting could it be to talk about a mine?” For me, being a bit of a rock hound, I would find it very interesting. But I fully understand where you’re coming from. I do the marketing for my stock photography business, StockPhotosArizona.com, and I always assume that people won’t be interested in what I have to say. It motivates me to go beyond the surface and answer questions like, “What’s in it for me?” as well as educating people about me, the stock photo industry and how they can use my services. I feel that approaching advertising with this mind set keeps me from doing quick and easy things, and motivates me to delve deeper and go the extra mile in my marketing.
Have Fun,
Jeff