CONSOL ENERGY: Quadrupling awareness with a strong branding campaign
|Client: CONSOL Energy
CONSOL Energy is one of the largest providers of coal and natural gas in the U.S. They looked to Brunner to develop a rebranding campaign designed to support aggressive recruitment efforts.
CONSOL Energy had little awareness in target areas. With the dangers of the profession
magnified daily in the press, many negative misperceptions existed for the coal mining
industry. Worse yet, most people had no idea what coal was used for these days.
Awareness in target areas went from less than 20 percent to more than 80 percent, and job applications increased 170 percent