Case Study: ROCKWOOL turns community opposition into support with Tigercomm

RockWool turns opposition into support for its $250M factory with Tigercomm

The customer, RockWool, faced aggressive community opposition that threatened the construction of its new $250 million eco-friendly insulation factory in West Virginia. A well-organized local group grew to 12,000 opponents, which put the significant capital investment and the company's brand reputation at risk. RockWool engaged the vendor, Tigercomm, for help with a community engagement strategy.

Tigercomm implemented a solution that reframed the project as an economic conversation and engaged supportive local businesses and influential residents. This effort was underpinned by a Facebook strategy to grow supporter ranks and push back on opponents' rhetoric. As a result, the factory opened on time and now employs 150 people who earn 25 percent above the prevailing local wage. Tigercomm's plan successfully turned community opposition into support.

RockWool