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.