LAFARGE EXSHAW CEMENT PLANT
Engage a community on the fence line of industry to become advocates and citizen engineers
Lafarge in Exshaw approached us in 2012 looking for a communications and community relations strategy. We agreed to provide them with an action plan to bridge the communication gap that had developed between the company and their key stakeholders—namely the communities neighboring their plant. We also wanted to build trust and excitement around their $500+ million plant modernization and the environmental benefits it would bring; provide clarity around Lafarge’s community investment approach; and communicate the benefits of a new Lower Carbon Fuels Research Project that will drastically reduce emissions.
To develop a solid strategy, we met with the company’s executive team and then we went out and talked to community members living in the Bow Valley to learn more about how they felt about Lafarge and their communications and community investment activities. We built our action plan using stakeholder insights and set realistic goals.
We worked with the Lafarge team to define what it means to be a good neighbor based on audience input and use this definition as a filter for decision making.
We continue to manage Lafarge’s community giving program, handle their community relations activities, host public consultations on operating activities, manage their website and ongoing print newsletter and are pleased to report that research shows Lafarge has exceeded their communication goals in the Bow Valley. They have also been consistently recognized by the community as the #1 community partner in the Bow Valley (benchmarked by a community survey supported by the Rocky Mountain Outlook).
Shift Consulting Inc.
PO Box 16, Banff AB T1L 1A2