Client: Less Common Metals
Project: ‘Mine to Magnet’ PR Launch
Overview
Less Common Metals (LCM) is a global leader in the manufacturing of rare-earth metals and alloys, a critical sector contributing to green transitions and major permanent magnets. With this in mind, Spectra Media was tasked with helping LCM raise awareness of their innovative educational initiative, the ‘Mine to Magnet’ school workshop. This project, funded by Innovate UK and created in collaboration with Xplore! Science Discovery Centre, aims to educate primary school students about the importance of rare-earth metals in sustainable technologies and inspire the next generation of engineers and scientists.
Our goal was to highlight LCM’s commitment to community engagement and STEM education, while positioning them as a forward-thinking industry leader dedicated to building a sustainable future.
Our Strategy
Recognising the compelling human-interest angle of the ‘Mine to Magnet’ workshop, we developed a multi-faceted public relations campaign together with their Communications Executive, Georgia Rigoni.
Here, our strategy was to leverage a combination of traditional and digital media to tell a complete, authentic story.
1. Written Press Release: We drafted a comprehensive press release detailing the workshop’s purpose, its connection to the UK’s Net Zero 2050 targets, and the passionate voices behind it. This includes Georgia herself, LCM’s Project Manager and Process Support Engineer, Sean Bennett and Johnny Price, Xplore!’s Business Development Officer, Katie Williams and even the young people who attended the workshop. This ensured key information and direct quotes were ready for media distribution.
2. Visual Storytelling: We understood the power of visual media to bring this story to life. Hence, we produced a high-quality video that captured the energy of the workshop. The video showcased students engaging in hands-on activities, alongside interviews with the project leads. This content was crucial for social media and online news platforms.
3. Digital Distribution & Outreach: We distributed the press release and video content to a targeted list of media contacts, including the West Cheshire & Northwest Chamber of Commerce, ORIGIN, Xplore!, and many more in North Wales and Chester. The video was uploaded to YouTube (watch below!) to ensure a wide audience reach, while a dedicated article was promoted on their website and LinkedIn and pushed directly to industry peers and potential partners.
Results & Impact
Our public relations campaign successfully amplified the message of the ‘Mine to Magnet’ workshop, generating significant attention for LCM.
- Enhanced Brand Profile: The PR piece and video content effectively highlighted LCM’s role in STEM education and their commitment to sustainability. This resulted in their reputation being strengthened as a responsible and innovative leader in the rare-earth metals industry.
- Increased Visibility: By leveraging both traditional and digital platforms, we ensured the story reached a broad and relevant audience, from local communities to industry-specific stakeholders.
- Expanded Partnership Opportunities: The campaign, including the video content, has enabled LCM to further its goal of national expansion for the workshop. By showcasing the proven model, it has attracted interest from other science centres across the UK, who are now looking to adopt the program. This directly supports LCM’s objective of training staff and scaling up the initiative to reach thousands more children.
Overall, we find that the ‘Mine to Magnet’ initiative is more than just a project. It’s a foundation for the future, and we’re so proud to have helped LCM tell this inspiring story.
We look forward to continuing our partnership as they grow their impact and build a pipeline for the next generation of industry talent! Read more about what else we’ve collaborated on with LCM.
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