alder case study

The Ministry engaged Alder Consulting to assist in the development of a comprehensive brand strategy and the implementation of the strategy via various media channels.

The Ministry of Solid Minerals Development (MSMD) was set up to focus on the research and exploration of solid minerals in Nigeria.

The Ministry was established in 1985 as a bold attempt by the Nigerian Government to spur the rapid and beneficial development of the country’s solid mineral resources and in doing so, unlock the economic potential of the solid minerals sub-sector. 

Since 2007, the Ministry has operated under the new title of Ministry of Mines & Steel Development.

The Ministry faced many challenges at the onset of the programme. Some of these included:

The absence of a recognisable identity and brand

Widespread ignorance of the existence and practices of the Ministry

A dearth of foreign investors in the solid minerals sector

Proliferation of illegal miners

Inadequate organisational structure

At a strategy session with the Minister (and the critical thinking members of the Ministry), the purpose of the Ministry was defined as well as its mission and vision. An acculturation session was held for over 1000 staff members to enable buy-in. Feedback from the session was very positive.A logo was developed for MSMD as well as a brand mark highlighting the 34 minerals being promoted in Nigeria. The Ministry's entire visual suite was redesigned and an extensive marketing communication campaign was developed incorporating advertisements and brochures.

Interactive multimedia CDs were developed for the Ministry's campaign. In addition, the Ministry's website was fully revamped and transformed from an information conduit into a full branded portal.The Ministry of Solid Minerals Development was a sponsor at the INDABA - Africa Mining Conference which held in South Africa in February 2006 and Alder was responsible for all marketing materials and exhibitions. Alder also handled the packaging for the Ministry's exhibition in 3 other countries. (Canada, China and Ghana).The visual brand was launched in Nigeria in 2006 at an event attended by the Senate President and the Minister of Finance. A 'mineral wagon' was designed as one of the PR highlights of the event.