Safety, Sustainability & Mining
Communications Portfolio

For many years we’ve had a dedicated team of strategists, writers and designers supporting the mining industry. From launching global safety initiatives, to ongoing sales support, to corporate internal communications, our focus has been to help our clients communicate meaningful messages to their audiences within the mining community.

Helping clients share knowledge and insight

In an effort to demonstrate that the value it provides goes far beyond equipment, Caterpillar produces a magazine to share its insight and knowledge of the mining industry. “Viewpoint: Perspectives on Modern Mining” provides practical information and best practices examples so that mining companies can learn from industry experts and each other how to continuously improve their operations, operate safely and efficiently, improve productivity and increase profitability. Caterpillar partnered with Converse to coordinate, write, design, edit, print and distribute this publication to over 40 countries.

The last mile from every tire: How haul road maintenance can extend tire life
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Seeing clearly: Improved visibility means safer mine sites
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Finding technology solutions to combat operator fatigue
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Coal: Solution for an energy-dependent world
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Improving productivity through technology integration
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Influencing equipment performance through maintenance metrics
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Mining fleet achieves 100,000 hours and beyond: People and processes are key
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The reclamation of Sudbury: The greening of a moonscape
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Telling the emissions story

Global climate change has increased public scrutiny and put pressure on carbon emitting companies to take action to reduce their greenhouse gas emissions. Converse has helped companies communicate the issues associated with emissions, as well as the steps they are taking to address this growing problem. We interviewed Caterpillar and industry experts and reported on alternative fuels for heavy equipment, in particular biodiesel; we worked with the Caterpillar Emissions Solutions team to communicate its range of cost-effective air quality solutions; and we helped tell the story of a unique partnership on the world’s first carbon sequestration project at an ethanol plant.

Educating on better haul road maintenance

Recognizing that haul road maintenance continues to be a major issue in cost control, mining companies are interested in finding new solutions and learning best practices to improve dust control and watering, protect tires and make roads safer—all resulting in a lower cost-per-ton for their operations. We have helped customers focus on this important topic in a number of ways—sharing new haul road watering technology and discussing best maintenance practices in an industry magazine; helping to market an innovative road solution that turns on-site soils into all-weather pavements; and creating new marketing materials for a revolutionary concrete breaking and soil compaction technology.

Spreading safety and sustainability messages

Companies are more focused than ever on the importance of Health, Safety, Environment and Community. As they strive to keep employees safe, improve the communities where they operate, and protect the environment, companies are finding that good corporate citizenship is also good business. We helped a number of companies spread their HSEC message and demonstrate their global leadership at a conference in Las Vegas, Nevada, which featured best practices from mining companies and industry organizations. In addition to developing materials for the overall show, we worked with each participant to present and package their message on individual booths. We also developed promotional materials, messaging, support literature and communications for the event.

Presenting solutions to an important safety issue

Around the clock operations are commonplace in the mining industry. Companies are looking for new ways to help manage the fatigue that goes along with shift work. We have helped customers present this message in a variety of formats: A DVD and booklet to help operators and their families manage this difficult lifestyle; a trade show booth that addressed the problem and offered useful advice; and trade publication articles focusing on technology solutions to address this prevalent cause of accidents.

Launching a new division focused on safety

Recognizing that its customers needed information and training to help them keep employees safe when they are in, on or around heavy equipment, Caterpillar Inc. launched a new division specifically focused on this important topic. Converse helped craft the message for this new division and plan the strategy for the launch of its website, SAFETY.CAT.COM. We also helped develop thousands of on-site safety training tools, trade show materials and multimedia support.

Building awareness of safety issues

As companies focus on health, safety and environmental issues, they find that a major component of their efforts is public awareness. Converse has worked with two global companies on campaigns to call attention to these issues. In support of Caterpillar's Customer Safety Services Division, we developed two public awareness advertising campaigns on safety issues faced by those who work in, on or around heavy equipment. These print ads ran in trade publications in a number of industries. In addition, we helped Archer Daniels Midland Co. launch a global, internal campaign to over 50,000 employees in more than 20 countries in support of their annual Global Safety Week initiatives.

Promoting the protection of people and environments

Enabling profitable business while protecting people and preserving the environment is an essential part of good business practices. We've focused our efforts a number of times on projects in this area. We named, packaged and promoted the release of a groundbreaking film educating the public about mining’s intrinsic value to society; we worked on a local level to promote a working seminar for people interested in learning about sustainable development concepts to improve the quality of life in their community; and we helped tell a company’s environmental efforts in an annual report.

Helping clients develop skilled employees

One of the most difficult areas for the mining industry has always been managing and maintaining a skilled workforce. Together with Caterpillar, we developed a recruiting “toolkit” that conveys the benefits of building a career in this industry. “Think big about your future” was a message conveyed throughout videos, brochures, tradeshow materials, posters, media kits, advertising templates, presentations and a website. These were distributed to recruiting contacts at schools and equipment dealerships around the world. For over 10 years, these materials have continued to support this program with enrollment and additional participating countries increasing each year.

Making the most of annual reports

Annual Reports are much more than a financial recap of the past year. They are also an opportunity to tell a story, build a brand, develop loyalty among critical audiences and strengthen employee pride. Converse has years of experience developing best-in-class annual reports for a number of clients. We’ve produced reports for Caterpillar Inc., Cat Financial and Caterpillar Global Mining. In fact, one report we produced for Caterpillar Inc. was ranked number one in the world by the League of American Communications Professionals, earning perfect scores in categories such as overall narrative, message clarity, first impression, financials, and letter to shareholders.

Reaching audiences around the world

As historical and geographical divisions become increasingly irrelevant and companies compete in a global marketplace, communication to a worldwide audience is critical. Language translations and global distribution plans are an important part of doing business in a global economy. Converse routinely develops and translates materials for use on every continent. We produce and manage distribution of Caterpillar’s “Viewpoint: Perspectives in Modern Mining,” which is translated into eight languages and distributed worldwide; we developed a number of Chinese-language materials for MINExpo 2008; and developed a video for use at a building industry trade show in Germany.

Producing magazines from concept to distribution

While producing an industry magazine may not be a core competency for manufacturers or mining companies, it can be a powerful sales and marketing tool. Converse partners with clients to produce industry publications, working with editorial boards to develop editorial calendars, then providing writing, design, translations, print coordination and distribution. Our writing services include interviewing subject matter experts and conducting extensive research to develop an understanding of technical information—then putting it into easily understandable language. Design services include developing concepts, design and layout, and coordinating global photo shoots. We also coordinate back-and-forth revisions and secure approvals from sources.

Connecting with internal audiences and building pride

How employees and other internal audiences view your company is critical to its success. Clear, professional employee communications help build employee understanding, trust and pride in their company. Converse knows how to communicate well on the inside as well as the outside, and we’ve helped many clients achieve strategic internal objectives while connecting with the hearts and minds of their employees, distribution or sales channels, and even vendors. We helped communicate the introduction of a company’s new improvement process; designed and implemented environmental signage that communicates values through stories from the field; developed booklets to bring a company’s strategy to life; and gathered, analyzed and reported feedback from a post-event survey.

Developing and communicating focused messages

Every successful marketing endeavor begins with the right messages—and we have a proven process to develop them. For example, Caterpillar’s presence at global trade show MINExpo 2008 was a major marketing investment that allowed the company and its dealers to deliver focused messages and build relationships with virtually every one of their key customers. Converse played an important role in the event, helping develop the messaging, theme, look and feel for many of the components. We also helped plan multiple customer events in locations around Las Vegas, developed videos and multimedia presentations and branded the Las Vegas Airport to make a further impact on arriving customers and dealers. We also helped Caterpillar take advantage of the opportunity provided by the production of its 50,000th off-highway truck by developing a 10-page document containing important messages for each potential audience.

Helping roll out new products

Companies get just one chance to launch a new product or service. Converse helps them leverage the opportunity and achieve the greatest possible impact. Having invested the largest-ever sum of research and development dollars on developing a new fleet of mining trucks, Caterpillar turned to Converse to help roll out this new fleet at MINExpo 2008. Converse wrote and designed an informative fleet brochure that customers received in a specially conditioned “Truck Room,” that included the premiere of a special behind-the-scenes video. Converse also helped Caterpillar launch its new Safety Services division, focused on keeping people safe in, on or around Cat equipment.

Managing messages and distribution

Successfully managing public perception is crucial for all companies—especially those that have an impact on environments and communities. Converse helps clients develop the desired message and manage its dissemination through trade and business press to increase awareness, build credibility, support their brand and generate business. We develop media relationships, plan and execute press conferences and media events, develop presentations and support materials, and coach speakers. We have placed numerous articles in local community press as well as launched global press campaigns. We also developed presentation materials and wrote speeches for an international press conference at MINExpo 2008.

Developing trade shows that deliver the right messages

Trade shows and events are valuable opportunities for customers to deliver important messages. They’re also major investments in time and resources. Converse has extensive experience helping clients plan for and participate in these important venues, ensuring they deliver the right message and helping them manage their resources in a cost-effective way. At MINExpo 2008, we conditioned a "Truck Room” where Caterpillar used a video written and directed by Converse to introduce its new fleet of mining trucks. We also developed a section of the main Cat MINExpo exhibit space for the industry magazine “Viewpoint: Perspectives on Modern Mining.”