Overview.

Case Study: PDAC

PDAC logo

What do you do when you're recognized as a gem but your full value remains hidden?

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 indispensible advocate and information resource for their constituents. They needed help repositioning their brand and expanding their profile.

SERVICES

Design

  • Experience Design
  • Branding
  • Marketing Material
  • Strategy & Planning

Technology

  • Responsive Websites
  • Content Management
  • System Integration

Content

  • Strategy & Planning
  • Content Management 
  • Overview
  • Gather
  • Shape
  • Build
  • Engage

Gather.

Our first step was 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.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage
handwritten notes gathered on PDAC's website
PDAC's website Information Architecture
cs-pdac-gather

Shape.

Once we had made 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.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage

Build.

Our work had many rich seams.
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.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage
PDAC Website displayed on two mobile devices
PDAC's website displayed on a tablet
cs-pdac-engage-1-HIGHRES

Engage.

“It’s been,” they have told us, “a huge resource.”
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.

  • Overview
  • Gather
  • Shape
  • Build
  • Engage
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