The City of Brisbane Investment Corporation (CBIC) is an independent investment company tasked with delivering long term capital return for Brisbane City Council, and ultimately the residents of Brisbane.
CBIC has historically adopted a deliberately low profile in its engagement with the market and the public more generally and did not seek proactive media coverage.
As a result, CBIC’s operations were not well known or understood, resulting in misconceptions and misinformation that impacted the organisations’ reputation. In addition, the lack of market awareness – particularly among potential project partners – was a constraint on CBIC’s ability to diversify its portfolio and access new opportunities.
BBS was engaged to provide strategic marketing communications advice to guide CBIC’s emergence into a more public profile organisation, help build awareness and understanding of its operations and mitigate any risks from existing misinformation that had arisen due to CBIC’s lack of public engagement.
Our consultants developed key messaging, along with a brand narrative and proposed visual identity refresh to support proactive media engagement being undertaken to raise CBIC profile in market and create stronger awareness and understanding of the business.
In addition, BBS developed a number of tools for the business including media, social media and communication policies and protocols, as well as the creation of an issues register to provide a working document to record stakeholder issues and concerns, which has served as a foundational template for issues management as CBIC has sought to raise its profile.
This work has resulted in CBIC being represented by a clear and consistent voice in the market, with key messaging and communications tools now in place within the business to help mitigate any risks to brand or reputation.