Cameco, the world's largest uranium company, has two major operations in Port Hope. The company has a long historic relationship with Port Hope and the surrounding community. Limelight has worked closely with Cameco over the last three years.
We have been instrumental in helping develop the company's positioning and brand both in the community and with customers and stakeholders (e.g., Canadian Nuclear Safety Commission). This has involved a wide range of communications disciplines, from advertising and collateral material to community newspapers, public forums, trade shows and special events.
The Cameco brand is anchored in the company's long-term, three-pronged communications strategy and key messages:
- Leadership: Understated leadership that reflects a "quiet," yet proud, participatory strength in the community (rather than an "out-front," big corporation positioning)
- Information: Provide information through an open and sustainable dialogue
- Inclusiveness: Create a perception of an equal, not dominant, participant in the community. The company, its employees and all residents are "friends and neighbours."
Implementation
The Cameco brand is evident in all its communications (visual, written, audio), from advertising and collateral material to special events and public announcements.
1) Community support advertising: Designed to show
strength of support while Cameco's identity is low-key and understated (includes radio)
2) Community event advertising ("Let's talk" concept):
Designed to be informative, with a reader-friendly approach
3) The brand image is carried throughout brochures, special events, exhibits, community newsletters, public statements and press releases
The brand
Cameco's brand is designed and managed to reflect:
- Quiet strength of leadership
- Pride of community
- An informative, open and inclusive approach
- An approachable friend and neighbour
