The Copper Rule

Work >> The Copper Rule

With new rules related to the copper mining industry at stake, The Garrity Group helped frame the conversation with online branding, social media and pay-per-click advertising.

Challenge

While preparing to defend proposed rules from the New Mexico Environment Department that would inevitably shape the future of the state’s copper mining industry, The New Mexico Mining Association engaged The Garrity Group to spearhead a digital and online approach.

Solution

Through www.nmcopperrules.com, designed and developed by The Garrity Group, our team featured authentic faces and stories of the New Mexico mining industry that featured video interviews, framing the conversation to focus on a better-managed environment and better economy. Our work included video production, online branding, website development, print and pay-per-click advertising, search engine optimization (SEO), and social media engagement.

Results

Through brand awareness, 45 % of visitors accessed www.nmcopperrules.com by typing it directly into a browser, and 20% of visitors accessed through Google
73% of www.nmcopperrules.com traffic was made up of new visitors; accomplishing the goal of informing a new audience on the New Mexico mining industry
On average, website visitors accessed three or more pages, a positive indication of improved education
Videos produced by The Garrity Group received more than 600 views

In September 2013, The New Mexico Water Quality Control Commission approved the New Mexico Environment Department’s proposed final copper rule.