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

By establishing the domain and website www.nmcopperrules.com, The Garrity Group featured authentic, local faces and stories of the New Mexico mining industry. The website featured video interviews that framed the conversation to focus on a better-managed environment and improved economy. Our work included messaging, collateral development, 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
As a result of a team effort, the New Mexico Water Quality Control Commission approved the New Mexico Environment Department’s proposed “Final Copper Rule.”