The Client
Spectro Alloys operates one of the highest efficiency aluminum recycling plants in the United States, turning used metal into high-quality alloys that become products people use every day.
The Services
The Goal
In 2023, Spectro Alloys announced a first-of-its-kind, $71 million recycling expansion project at its Rosemount facility. Spectro wanted to make a splash with the project’s construction groundbreaking ceremony in March 2024, showcasing the positive impact the new facility will have on the environment, local community and Minnesota’s economy.
With the goal of avoiding predictable groundbreaking ceremonies with golden shovels, we developed an event communications and media relations plan including the following materials:
- Key messaging, talking points and an outreach plan for inviting elected officials – including Minnesota Gov. Tim Walz – to the event
- A ceremonial, Spectro Alloys-branded aluminum sheet for attendees to sign
- Targeted media pitches to local news outlets
- Event photography and subsequent video production for use on Spectro’s social media channels
With the help of Goff Public, Spectro Alloys hosted a well-attended groundbreaking event that garnered significant attention not only from the media but also Minnesota leaders. The event featured glowing remarks from Gov. Tim Walz, Rosemount Mayor Jeff Weisensel and The Opus Group’s Beth Duyvejonck. It landed coverage in 24 local print, radio and television outlets, including Minnesota Public Radio and the Star Tribune.
$300,000
in advertising value generated by social media and news coverage
31.6M
people reached through social and media coverage
Rosemount recycler breaks ground on $71 million expansion
MPR News; March 27, 2024
Rosemount aluminum recycling firm begins major expansion project
Star Tribune; March 27, 2024
Spectro Alloys breaks ground on $71M expansion
Recycling Today; March 28, 2024
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