To accomplish this, Alder Consulting conceptualised what is known as the Heart of Africa Project (aka the Nigeria Image Project), a programme for Nigeria's image management and economic progression.

In developing the overall framework for the project, we conducted a Brand Asset Audit of Nigeria and evaluated the strengths & weaknesses of those assets. (This was done to identify strong and credible Nigerian brands to be marketed). We also executed extensive research to identify Nigeria's brand eroders and their effects.

Based on the results of the Audit and research, a detailed implementation plan was developed by Alder which was adopted by the Ministry. A logo (and other graphical elements) was designed for the Heart of Africa Project. The implementation plan was subsequently presented to various stakeholders using customised multimedia presentations and Cds.

Marketing materials were designed including internal/external marketing
communication materials (print adverts, billboards, marketing brochures and other publications) and a budget and comprehensive media plan were developed. During the course of the Project, we were called upon to script a series of CNN advertisements. An advance website for the Project was also developed by Alder.

The programme is currently being implemented under the auspices of The Federal Ministry of Information & National Orientation and Alder has been retained as consultants on the project. A Business Support Group has been constituted for the Project from the Private Sector.