HollyFrontier Community Relations Campaign

Note: During my time with Linden, I organized a large-scale research and communications plan for HollyFrontier Cheyenne, an industrial producer client that was experiencing a period of significant, visible changes to their business. Following a series of qualitative research studies, I analyzed what was meaningful to the public and crafted a proactive, comprehensive community relations campaign. The campaign unfolded over the course of one year. Each tactic was aligned to a specific objective and given a timeframe and budget. As a result, it impacted how employees felt about their company and opened important conversations with local residents. Even the local Chamber of Commerce took note, naming the company its Business of the Year, citing its communications as a deciding factor.

Throughout that project, I enjoyed consulting with the client team as well as collaborating with personnel from all departments of the agency to create top-notch collateral, video, and messaging.

OVERVIEW

A major industrial producer in the heart of Cheyenne, HollyFrontier emphasized actions over words, quietly working toward the benefit of employees and the economy. But as they prepared for significant, visible changes to the campus—and the speculation those changes would bring—leadership approached Linden to launch a proactive community relations campaign.

CAMPAIGN COMPONENTS

Press Release / News Story

4-Page Brochure (Newspaper Insert)

Billboard

Video

https://vimeo.com/148929130

Fact Sheet

Annual Report (Newspaper Insert)