Mosaic Taps Power of Internet & Social Media to Save Jobs
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Challenge: Mosaic is the world's leading producer and marketer of concentrated phosphate and potash, and currently employs over 7,000 people in eight countries. Faced with a court ruling and preliminary injunction effectively halting phosphate mining at the Hardee County extension of Mosaic’s South Fort Meade Mine in central Florida, the company needed an online presence and strategy to engage citizens in a conversation about the issue. In addition to the hundreds of jobs that were impacted, the injunction jeopardized millions of dollars of economic development funding for Hardee County.
Solution: Mosaic tapped Cornerstone to develop an online and digital strategy to educate, engage and build support for the mine as the case worked its way through the system. Timing was critical, and the company needed an online presence in short order.
Cornerstone quickly developed a strategy for the company. We developed and executed an online communications campaign to compliment and integrate with the company’s offline campaign. The plan included:
- Interactive and informative website with action center : www.SaveSouthFortMeade.com
- A Facebook page specific to the issue and mine
- Targeted online advertising including local media and Google search and display
Result: Thousands of people joined the conversation about the issue on the South Fort Meade Mine’s Facebook site and immediately began discussing the impact of the ruling locally and with families who were temporarily laid off. The geo-targeted online ad campaign sent thousands of local residents and others to the site to help raise awareness. The Mosaic Company recently announced it had reached an agreement that will allow limited mining of the Hardee County Extension of its South Fort Meade phosphate rock mine this month and allow approximately 140 people to return to work.