Saskatchewan Mining and Minerals

Saskatchewan Mining and Minerals has been in operation for more than 60 years, and is North America’s leading producer of sodium sulphate. The company, with its primary plant in Chaplin, Sask., has seen many changes over its long life and has shown innovation and vision when adapt to shifting circumstances.

The Challenge

Saskatchewan Mining and Minerals came to RedPoint because it needed a way to communicate directly with its large base of multinational clients, as well as other stakeholders and the media. As a commodity producer, the company needed a way to differentiate its offering from that of competitors, by emphasizing reliability and responsible management.

The Solution

RedPoint developed The Element, a quarterly (later monthly) e-newsletter campaign. The e-newsletter featured relevant content, images and integrated video related to different pillars of the company’s vision, from its product testing standards and logistical operations to its Canada’s Best Managed Companies designation and new partnerships. A RedPoint photo shoot resulted in images highlighting both the company’s operations and the distinctive beauty of its Chaplin location.

The Results

The e-newsletter created a new and powerful communication channel between Saskatchewan Mining and Minerals and its audience. The open rate of The Element consistently exceeds industry standards, and the company’s customers, which include Procter & Gamble, S.C. Johnson and Weyerhaeuser, have acknowledged The Element as a benchmark of meaningful corporate communication.