Strategic Brand Review for CIOB.

Challenge

The Chartered Institute of Building (CIOB) not only offers chartered status to individuals but also offers this prestigious status to companies and consultancies through its CIOB Chartered Building Company/Consultancy CBC programs. Like most professional organisations, they had agencies on a roster but weren’t happy and felt frustrated by what had been supplied by their old agency and needed a fresh approach to promoting themselves and their services, starting with the CBC programs. So they invited Toast to look into the challenge and conduct a comprehensive brand review of the programs.

Approach

We were happy to help and it quickly became clear that these programs have been running for a while but where not achieving the right results or realizing the internal goals that CIOB had set for them.

At Toast we believe that the best way to come up with the most effective creative solution is to be truly dedicated to understanding the problem or challenge, so, we sat down with key stakeholders at CIOB to clearly define what the implicit and explicit needs were.

This involved an investigative workshop where we identified the key issues relating to the project, what the fundamental deliverables were and in short what success would look like. Toast’s impassioned approach to this cornerstone project impressed senior management and was therefore invited to join the preferred supplier list.

Application

The successful delivery of the CBC project, on time and budget secured Toast’s position as a friendly agency that can be trusted to deliver excellent results quickly and efficiently.

Since then Toast has been the first agency that any of their marketers call on to deliver several projects, from large annual events to the everyday business of brochures and leaflets.

The CIOB were looking for an agency that could not only apply a given design or style to various channels but also experienced enough to investigate a whole range of marketing challenges and create a strategy and plan to resolve it.

Toast are the perfect partner for CIOB, capable of delivering both the strategic thinking to solve problems as well as the experience & enthusiasm to deliver the creative solutions across a whole range of communications.