Strategizing technology-backed alternative investment solutions

Challenge

Gold has always signified affluence and status, but there's more to the precious metal than just that, especially for Egyptians. Regardless of class or status, Egyptians have always looked to gold as a source of financial security due to its high value. For centuries, Egyptians have traded and invested in physical gold to safeguard their wealth in the long-term and to monetize their assets. However, with the start of a new era, the digital era, the gold and precious metals market has been witnessing a shift globally through the introduction of innovative types of gold and precious metals trading and investments. On a mission to disrupt the local market, Evolve Holding aimed to champion gold trade and alternative investment in Egypt by establishing a full-fledged precious metals ecosystem supported by technology. The challenge facing Evolve Holding was that of introducing a digital concept to an otherwise traditional gold and precious metals market. Their mission is to support and empower the community to grow their wealth and diversify their assets through enabling innovative gold-backed investment solutions that are digitally powered. Evolve Holding sought CID’s support in establishing trust and credibility among public sector stakeholders, private sector stakeholders, and international institutions, as well as, developing the brand identity of the company and its subsidiaries as market disruptors, cutting through the status quo with a brand reveal that tells their story. ​

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Approach

Across two phases, CID’s integrated approach to build Evolve Holding’s brand equity focused on four key pillars: Brand Purpose, Brand Community, Brand Experience and Brand Story.

Evolve Holding needed to establish credibility and trust with key stakeholder groups that are integral to the creation of a coherent precious metals ecosystem​ in Egypt.  To establish cohesive and comprehensive brand positioning, CID set a base through a comprehensive communication audit and stakeholder mapping exercise to understand the ecosystem and Evolve Holding’s status vis-à-vis the market. This came as a building block to craft a strategic communication and marketing strategy, reinforced with a brand architecture exercise, that effectively facilitated the strategic market penetration for Evolve Holding by positioning the company as a credible ecosystem builder addressing all relevant stakeholders.

CID aided Evolve Holding’s branding through various tools, including:

  • Developing corporate communication tools to support strategic communications tailored to their diverse audience and potential investors, while fortifying and leveraging existing partnerships.
  • Providing ongoing strategic advisory for Evolve Holding’s media and stakeholder engagement
  • Working on corporate communication activities and external relations initiatives
  • Advising on tailored media engagement activities by securing exclusive interviews on top tier news platforms
  • Supporting with media relations by building strong relationships with local media and educating them through media roundtables and training sessions on the company’s state-of-the-art solutions, tech-enabled offerings and its efforts in setting the cornerstone to a precious metals ecosystem in Egypt
  • Developing a comprehensive internal and external crisis communication framework and protocol that would safeguard the company’s brand reputation in case of crisis
Results

Gold has always signified affluence and status, but there's more to the precious metal than just that, especially for Egyptians. Regardless of class or status, Egyptians have always looked to gold as a source of financial security due to its high value. For centuries, Egyptians have traded and invested in physical gold to safeguard their wealth in the long-term and to monetize their assets. However, with the start of a new era, the digital era, the gold and precious metals market has been witnessing a shift globally through the introduction of innovative types of gold and precious metals trading and investments. On a mission to disrupt the local market, Evolve Holding aimed to champion gold trade and alternative investment in Egypt by establishing a full-fledged precious metals ecosystem supported by technology. The challenge facing Evolve Holding was that of introducing a digital concept to an otherwise traditional gold and precious metals market. Their mission is to support and empower the community to grow their wealth and diversify their assets through enabling innovative gold-backed investment solutions that are digitally powered. Evolve Holding sought CID’s support in establishing trust and credibility among public sector stakeholders, private sector stakeholders, and international institutions, as well as, developing the brand identity of the company and its subsidiaries as market disruptors, cutting through the status quo with a brand reveal that tells their story. ​

WHAT OUR CLIENTS SAY

CID provided invaluable support to EFE in designing a scaling and sustainability strategy for its programs in Egypt. This assessment contained four major components: scaling through external partnerships in the ICT/BPO sector, improving EFE’s internal operational efficiency and effectiveness, assessing various methods of achieving indirect scale and impact, and developing a financial sustainability plan. The CID team was very professional and dedicated, and the final report and recommendations were informative, insightful and realistic. We greatly enjoyed working with them on this project.

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Sarah Little
Senior Program & Grants Manager, Education For Employment

Plan International has been working very intensively with a very high qualified and motivated team of professionals from CID, to develop a new communication strategy. In our efforts to raise our profile and be better place to advocate for children’s rights in Egypt, CID has help us identify the level of awareness there is in Egypt and develop specific communication messages and tactics for our target audiences.CID managed to develop an excellent strategy ensuring full staff participation and Plan's ownership of the process, which is something very difficult to get when outsourcing external consultancies.

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E. Mac Abbey
Global Advisors Team Senior Manager, Plan International