Rebranding a Membership Scheme for the CIOB
We helped the world's most influential professional body for the construction industry in rebranding a membership scheme for their CBC program.
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 programs. Like most professional organisations, they had agencies on a roster but needed a fresh approach to promoting themselves and their services, starting with the CBC programs. So they invited Toast to look into the challenge of rebranding a membership scheme they run called CBC.
We were happy to help and it quickly became clear that these programs have been running for a while but were not achieving the right results or realising 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 interviewing current CBC members and carrying out a strategy workshop.
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. Toast is now a rostered agency, working with the marketing team to deliver a number of projects, from event materials 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 larger long-term projects and the fast design services needed by busy marketing teams.