What a fantastic 2014! Thank you for everything you and your team assist with. Coeur is a much better company with a partner like you. I look forward to further achievement in 2015.

Keagan J. Kerr
Senior Vice President
Corporate Affairs & Human Resources

Challenge

In 2013, Coeur Mining Inc., the nation’s largest silver producer and a significant gold producer, recognized it had outgrown its business model. The company set out in the fall of 2013 to radically transform its processes and culture to meet the needs of today’s stakeholders. The transformation included moving its long-time corporate headquarters from Idaho to Chicago and bringing in a new senior leadership team. A critical part of this transformation was communicating the changes that were taking place to the company’s stakeholders outside of the communications sent through investor relations. Hearing about Sterling Kilgore’s reputation for building image and brand from a colleague, Coeur contacted Sterling to support its communication goals that included:

  • Establishing and maintaining trust through sustained engagement with stakeholders
  • Demonstrating Coeur as a thought leader—a company taking new approaches in the mining industry
  • Increasing awareness of Coeur’s new senior leadership team
  • Positioning Coeur as an employer of choice for the best talent in the industry

Results

During the period from 2013 to 2015, Sterling secured the following:

 

  • More than 215 feature articles (not including investor relations articles, which are handled by Coeur’s IR team)
  • Coeur received positive coverage in national media publications such as Barron’s, Bloomberg News, Wall Street Journal, Chicago Tribune, Kitco News and Platts
  • Coeur’s executives have been featured in magazines such as Human Resource Executive, Smart Business, CFO, Talent Management and Chief Executive Magazine
  • Media hits had a total reach of more than 207 million (circulation and unique monthly website visitors)
  • Media coverage has earned Coeur’s CEO speaking opportunities
  • More than 25 news posts written by Sterling about Coeur initiatives were posted to Coeur’s news hub on its website

 

Additionally, Sterling launched and grew Coeur’s social media. In under three years:

  • Coeur’s social network grew to more than 10,900 people across all platforms, including LinkedIn, Facebook and Twitter
  • The program engages with impressive influencers within Coeur’s target audience, including national, local and trade media as well as analysts, industry associations and higher education mining programs
  • Coeur’s social media accounts have received more than 265,000 total views and 3,753 interactions
  • Tweets that drove traffic to Coeur’s website, earned media coverage, and social media properties elicited 9,439 total clicks, accounting for 43% of all clicks generated by the @CoeurMining Twitter account
  • Earned recognition as one of Mining Global’s “25 Mining Companies You Should Follow on Social Media” in 2015

Target Market Focus

  • Investors
  • Mining industry
  • Communities where Coeur’s mines operate
  • Non-government organizations
  • Government and regulators
  • Potential employees
  • Targeted mining schools

How We Did It

With a goal of promoting Coeur’s transformation, senior leadership team, mine operations and corporate responsibility initiatives, Sterling used the following tactics:

 

  • Developed key messages
  • Developed relationships with business journalists at national media outlets and news services
  • Created and launched branded social media platforms, which included Twitter, Facebook and LinkedIn
  • Identified key industry influencers to target for engagement on social media
  • Research relevant third-party content to share on social media to position Coeur as a thought leader and expert
  • Secured interview and bylined article opportunities for Coeur’s leadership team with media focusing on corporate management and trends
  • Developed bi-monthly company news posts for Coeur website’s that featured senior leaders, corporate initiatives, community projects and employees
  • Researched award opportunities and coordinated the nomination process