Mining3 and CSIRO Project Details
Mining3 is a world-leading research organisation. Working in partnership with CSIRO, and directed by its global mining industry members, it develops and delivers transformational technology to improve the productivity, sustainability and safety in the mining industry.
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Brand
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Communications
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Assets
REQUIREMENTS
- Creating a new name and brand.
- Launching a new partnership with CSIRO’s mining division.
- Updating and increasing the marketing collateral for better understanding of the partnership and research projects.
- Improving member engagement.
- Driving funding for research projects and interest in spin-off companies.
CHALLENGES
Managing multiple high-profile stakeholders across Mining3 and CSIRO. Involving ministers and the Federal Government in the process.
Navigating the technical nature of the research projects.
Interpreting academics and engineers in layman terms for increased understanding.
Engaging a national and international membership base – including Vale, Anglo American, Rio Tinto and Anglo Gold Ashanti.
APPROACH
Engagement with all stakeholders, including the employees of Mining3, helped to define Mining3’s new brand and positioning.
Through workshops and meetings, we able to:
Update the brand
- Decide on a name that represented the three pillars of engagement – researchers and engineers, OEMs and our members – while also being easy to remember.
- Secure the company’s position as a “transformer” of the mining industry.
- Create a vibrant, standout brand that was representative of their transformational positioning.
Launch
- Develop an expansive plan to launch the new brand and announce the new partnership with CSIRO.
- Create and circulate a press release in conjunction with CSIRO to the media.
- Brief and deliver a coordinated ministerial announcement.
- Hold a launch party to celebrate the project.
Marketing collateral
Update all external facing marketing material and assets, including:
- A new website
- Corporate video
- Corporate brochure
- Banners
- Signage
- Project brochures
- Posters, colour coordinated to project areas within the mining value chain
AWARENESS AND FUNDING
A critical part of the marketing objective was to help members better understand the projects and the benefits delivered (and in which areas of mining).
This included rolling out the following plan of activities:
1.
Write project summaries in simple language, while maintaining technical integrity.
a. All summaries were colour coded and linked to the mining process to understand where they fitted in.
b. This was then communicated on the website, in brochures and posters.
2.
Create a monthly newsletter to highlight each new technology.
a. These needed to be simple to understand yet contain in-depth information.
b. The goal was to help members and potential members understand if this was something they would be interested in funding.
3.
Develop of a technology roadmap to help explain the innovation aspirations of Mining3 over a 10–year timeframe.
OUTCOME
- A significant increase in project investment dollars from members and non-members from the monthly newsletter and social media posts. One of which was from Rio Tinto, who were not a member at the time.
- Doubled LinkedIn followers and tripled contact in the CRM, insightly.
- Successful launch and uptake of the new brand by CSIRO, Mining3 employees and members.
- Professional look and feel that remains modern and relevant.
