Strategy consulting: Ongoing reputation management for Alphamin

When you are a pioneering tin exploration and mining business that’s trying to develop one of the most significant tin deposits in the world, it is pivotal to have a sound communication and media strategy that supports your business objectives and to ensure a sustainable shared future for the business, employees and for the communities in which you operate. That’s why Alphamin turned to Stone for their trusted counsel.

Client profile

Alphamin is a listed company on the TSX Venture Exchange in Canada. It is busy developing the Bisie Tin Project located in the North Kivu region of the Democratic Republic of Congo (DRC).

Alphamin has a supportive, international anchor shareholder, Denham Capital, with significant resources at its disposal. Denham Capital, through its African mining-focused subsidiary, Tremont Master Holdings Limited, holds 44% of Alphamin. Alphamin owns 80.75% of Alphamin Bisie Mining (ABM), the in-country operating unit, while the Industrial Development Corporation (IDC) holds 14.25% and the Government of the Democratic Republic of Congo (GDRC) has a non-dilutive, 5% share in ABM.

On the assumption that construction activities will commence in Q1 2017, first production of tin in concentrate is anticipated in 2019. The operation will deliver on the commitment to develop the first large commercial tin mine in the eastern DRC that will produce conflict-free tin concentrate, while promoting community development, safety, health and environmentally sound practices.

The challenge at hand

• The total pre-production capital cost (CAPEX) for the Bisie Tin Project was estimated at US$151.4 million. Alphamin therefore needed a robust communication and media strategy to communicate to all audiences that Alphamin is on track to deliver on the commitment to develop the first large commercial tin mine in the eastern Democratic Republic of Congo that will produce responsible, developmental, conflict-free tin concentrate, while promoting community development, safety, health and environmentally sound practices.
• A stakeholder engagement strategy and a local and international investor directed media relations campaign needed to be deployed to communicate the advantages of the Project to potential investors – Bisie is one of the world’s largest tin deposits and among the most advanced tin projects being developed.
• To gain media traction the Project not only needed to be positioned as an attractive opportunity to develop one of the highest grade known tin deposits in the world, but also as an opportunity to promote economic growth and stability in North Kivu.

Stone’s approach to meeting the need

• Stone used its bespoke Pebble Ring Thinking© methodology to develop Alphamin’s key messages that supported Alphamin’s business objectives.
• Stone applied its tried and tested three-cluster target audience mapping model to map Alphamin’s audiences in detail from an influence, growth and effectiveness perspective and to ensure that the appropriate tools were used to engage with these audiences in the appropriate manner at the correct level.
• Stone proceeded to develop a Q and A briefing sheet for Alphamin’s executive team to prepare them for any media interviews (hostile and friendly).
• Stone facilitated a personal one-on-one media training session for Alphamin’s CEO, Boris Kamstra. Freek Robinson, television news and current affairs anchor conducted the training and empowered Boris to convey Alphamin’s key messages to the media.
• The Stone team played a pivotal role in Alphamin’s brand refresh and brand roll-out. A modern and fresh logo that communicated Alphamin’s vision, goals and what it holds dear was developed. The refreshed corporate identity was rolled-out to Alphamin’s digital communication platforms. Stone created the navigational structure and generated the content for Alphamin’s new and more functional website and facilitated the development process.
• Stone also designed several electronic newsletters that are distributed to Alphamin’s employees and external stakeholders on a monthly basis. The newsletters are distributed in English and French.
• Stone launched a local and international investor directed media relations campaign to position and profile Alphamin’s CEO, Boris Kamstra and the rest of the Alphamin leadership as a trustworthy team of talented professionals that are unified in their goals.

Results achieved and value added for Alphamin

Stone managed to gain significant national and international exposure for Alphamin. Here are the links to some interviews with Boris on BBC World News – Focus on Africa, Sky News and Mining Weekly that Stone facilitated among others:

• BBC World News – Focus on Africa
• Sky News
• Mining Weekly

The Stone team played a pivotal role in Alphamin’s brand refresh and brand roll-out. A modern and fresh logo that communicated Alphamin’s vision, goals and what it holds dear was developed. The refreshed corporate identity was rolled-out to Alphamin’s digital communication platforms. Stone created the navigational structure and generated the content for Alphamin’s new and more functional website and facilitated the development process.

Stone also designed several electronic newsletters that are distributed to Alphamin’s employees and external stakeholders on a monthly basis. The newsletters are distributed in English and French.

In August 2017, the Stone team assisted Alphamin in hosting a media round table in Johannesburg where senior journalists had the opportunity to engage with the North Kivu Minister of Mines, Electricity, Small & Medium Enterprises, Industry and Hydrocarbons, Minister Professor Anselme Paluku Kitakya, the North Kivu Provincial Director of The Ministry of Mines’ Centre of Evaluation, Expertise and Certification, Dr. Daniel Ngoie Mbayo as well as the senior leadership of Alphamin.

In October 2017, the Stone team facilitated a visit to the Bisie Tin Mine project for several local senior journalists. Stone continues to provide quality counsel to Alphamin.