case studies.

CASE STUDY - Custodian Investment Plc.

Positioning an investment brand using annual reports and other collaterals.

Custodian Investment is a wholly-owned Nigerian investment company with significant holdings in companies and brands including Custodian and Allied Insurance Limited, Custodian Life Assurance Limited, Custodian Trustees and Crusader Sterling Pensions Limited.  It currently has group-wide assets under management in excess of NGN 300 billion (approx. $1b).

The Challenge.

Custodian requires a bouquet of strategies and initiatives that facilitate the promotion and positioning of its brand within the marketplace. 

The Solution.


Media Monitoring & Intelligence Gathering


Annual Report


Social Media


Programme Conceptualisation & Deployment

Media Monitoring & Intelligence Gathering.

To ensure that Custodian has the intelligence to make strategic decisions, Alder monitors a cross-section of offline and online media platforms on behalf of the Group. Responsorial strategies and advisory are provided where required.

Annual Report.

Over the years, Alder has consistently conceptualised annual reports that align with Custodian’s strategic objectives, while serving as tools for the promotion of its brand and those of its insurance subsidiaries. Brand collaterals (e.g. notebooks) are developed based on the annual report concepts. In addition, Alder also manages the production of all reports.

Social Media.

Alder Consulting worked on Custodian’s #TrustAndPartnership campaign in 2018. During the campaign, Alder developed content, graphics, videos and competitions for the organisation’s Facebook, Twitter and Instagram platforms. Chatbots were set up for Facebook and Twitter. In addition, promotional materials were developed for the Custodian’s products and its Max chatbot.

Programme Conceptualisation & Deployment.

Alder conceptualised and deployed Custodian’s Mentors Conference programme which brings together young professionals and entrepreneurs from across Nigeria with mentors they could learn practical lessons from. The first edition held in 2018.