consol energy
One of the most perilous times for a brand to make a change is when its customers don’t think it needs one.
During coal
And that included CONSOL Energy. As the #2 coal company in America and the #1 exporter at the time, the shortage critically endangered operations. What critically endangered their recruiting effort? Not having a brand message that positioned a career in coal mining as attractive to the right audience. (Other attractive facets: highest safety rating in the industry, and a good chance of making six-figures within two years. And no, they don’t use pick-axes or mules in the mines.)
Working as strategist, creative director and writer, I helped create a message that showed the importance of coal to our country. (Again, at the time it generated 50% of America’s electricity.) More importantly, it demonstrated the critical mission entrusted to workers at CONSOL Energy: they were guardians of the American way of life, ensuring the country never went dark.
Elevating CONSOL Energy’s mining and mine-related crews to the status of unsung heroes also elevated recruitment numbers in a big way, creating a surplus of qualified job applicants for each of the campaign’s three years. It also had a big effect upon CONSOL Energy’s brand, making them Pittsburgh’s 3rd most recognized brand at the time.
