The creation of new Crown corporation in Newfoundland and Labrador, RDC, required expertise in brand development, communications and government relations. In 2010, Libby Carew was brought on to create the new brand for the high profile organization, build a communications strategy, and plan and execute the launch of the organization.
Guided by RDC’s mandate to “strengthen the focus, quantity, quality and relevance of research and development undertaken in the province…,” Libby Carew worked with an external design team to build a unique brand that would resonate with a range of stakeholders including academic researchers, industry and government. Planning and research was undertaken to build a comprehensive marketing communication strategy for the organization. Website copy, program brochures, corporate backgrounders, invitations and press kits were written in preparation for launch.
A press conference and evening reception for 200 stakeholders was organized with all written materials including media advisories, speeches and key messages developed by Libby Carew. The planning and attention to detail resulted in a successful launch of the organization. All major local media attended the press conference and coverage was secured with online, print and broadcast media. Just days after the launch, RDC began to receive applications from researchers interested in applying for their new R&D programs.