2016 marks the fortieth year that the CF Industries Nitrogen Complex, formally Canadian Fertilizers Limited, has been operating in Medicine Hat. The organization has been quietly chugging along at the edge of town; providing steady jobs and supporting the local community and economy this entire time. It's easy to say that we were honoured when CF Industries approached Evoke to help them celebrate their 40th Anniversary with the public.
The Challenge: Being that the local CF Industries facility is a part of a much larger corporation, we had a few extra checks and balances to go through when it came to communications. The company came with an established logo and specified Public Relations and Branding policies for us to work within. As well, the local complex does not yet have any social media accounts, nor do they have the opportunity to market directly to their end users. The genuine goal of the campaign was to thank their employees, contractors and the city of Medicine Hat for being a part of their successful 40 years.
The Solution: Evoke crafted a purely PR campaign that not only aligned with CF's communication policies but would also give back to the community that made them.
We utilized a number of tools to share CF Industries Anniversary message including:
- An Anniversary Logo (Thank you Sarah-Lynn from Flag5 for the great banner graphic)
- Signage that included printed banners and decals
- Custom Thank You cards
- Their internal Email and Electronic Bulletin Board Systems
- The 40 FOR 40 donation campaign
- Staff Events
- Radio Advertising
- Newspaper advertisements
- And leveraged social media
In the 40 FOR 40 Campaign, CF Industries shares the celebration of their 40th Anniversary by donating 40 widgets to a different charity every quarter. These donations were in addition to their annual donations and sponsorships. CF started the year with a monetary donation of 40 lunches for 40 days to the Brown Bag Lunch Program at the Medicine Hat Food Bank; that is 1,600 lunches! In the second quarter, CF supported the Medicine Hat YMCA Strong Kids Campaign by financing 40 days of summer day camp for deserving children in our community. We will be announcing the Q3 donation at the beginning of August, so stay tuned!
The CF Industries management team wanted the past and present staff to feel how much their time and efforts were appreciated. Moreover, they wanted to recognize the employee's families for being a part of the CF Team, so we were able to have some fun with staff events. The day of the anniversary, an appreciation BBQ lunch was held at the plant site and that evening was suppose to be a CF Industries sponsored event, which was unfortunately postponed due to rain. However, tonight we will see employees and their families at the rescheduled CF Industries sponsored Mavericks baseball game!
This PR approach allowed us to share CF Industries excitement with the public throughout the year. The 40 FOR 40 Champaign provided material for regular press releases and radio advertisements. We were also able to gain social media exposure, as recipient charities would post about the donations on their social media accounts. The custom Thank you cards and internal items gave CF an easy way to include their contractors in the festivities. And finally, sponsoring a Mavericks game and inviting employees and their families was a SUPER fun way to thank them for the dedication to the company.
Most importantly, we were able to customize a public relations campaign that authentically represented an established brand’s principle of valuing their employees, contractors, and the community.