Iowa leads the nation in fertilizer usage. Thus, when OCI N.V. reached out to policymakers about the possibility of building a $3 billion fertilizer plant in Wever, Iowa, lawmakers listened. The plant was designed to produce 2 million metric tons of fertilizer annually and generate 220 permanent jobs and 3,500 construction jobs. Although there was general agreement regarding the benefits to Iowa famers of a state of the art fertilizer plant, concerned citizens questioned the amount of state tax subsidies offered to OCI.

To address these concerns, OCI engaged LS2group to plan and coordinate a groundbreaking event to mark the start of construction of the new facility and highlight the benefits of the project. The groundbreaking showcased the plant’s state of the art innovations to media, stakeholders, project supporters, and the community at large.

A collaborative marketing and media effort provided a significant opportunity to engage media and the broader community around the key features of the plant and its leadership team. The goal was to maximize favorable media coverage and further develop relationships with media and stakeholders, both locally and throughout the state of Iowa. LS2group secured the attendance of several statewide elected officials, pitched news media, and brought more than 200 community industry leaders to the event.

The groundbreaking was successful in creating goodwill within the community, establishing important business connections, and bringing the state government and private sector together. The event also provided a platform to deliver positive messages about the new company, which was celebrated throughout the Midwest.