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

We have been impressed by CID’s professionalism, accessibility and candor. CID has vast experience in the area of media relations and community engagement and has helped us better understand the practice of social responsibility in Egypt. It is always a pleasure to work with professionals who are passionate and knowledgeable about their work and we would wholeheartedly recommend CID to any corporation seeking to improve its media and community engagement in Egypt.

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Marc Dupont
Government & Public Affairs Director, Methanex Corporation – Egypt

EDBE Egypt would like to express its sincere gratitude to the CID team for their efforts in taking part in preparing our annual report. The CID team spirit and dedication is highly appreciated, and their close follow-up and timely action has truly added a real value to the report.

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Ghada Anis
Enterprise Projects Office, Export Development Bank of Egypt