Long valued for organizing the world’s largest annual convention devoted to mineral exploration, the Prospectors and Developers Association of Canada (PDAC) was having difficulty communicating their larger role as an indispensable advocate and information resource for their constituents. They needed help with brand positioning and expanding their profile.
Mapping the geology.
We sent out surveys, met with every department in the association, interviewed board members and conducted workshops with the full 35-member board. We also audited every page of a 1,500-page website to determine which were dormant, which were vital and how the whole could be made more accessible and dynamic.
Observing the valuable finds.
Once we had some valuable finds, we went back to the board with a full spectrum of proposals governing strategy and execution. With many interests to be taken into account, we engaged in question-and-answer sessions and an extensive process of feedback and revision. To help build consensus, we presented their new logo and visual identity in a special launch video. Their brand is now the bedrock for everything they do.
Polishing the edges.
With a well-conceived brand and marketing strategy in place, we completely revamped the website. The convention still got its due but dynamic changes to tools and information provided new impetus to PDAC’s advocacy work and helped members attract investment and succeed in the field. The digital side was supported by print collateral including a new magazine, new-look annuals, billboards and merchandise.
Dripping in diamonds.
With the website serving as a key information hub, the PDAC’s profile among members, government and the general public has improved significantly. Not only have their social media hits risen five-fold but their advocacy efforts have scored a number of wins. “It’s been,” PDAC announced, “a huge resource.”