CASE STUDY:
IMB Bank Community Foundation
The Brief:
Since 1999, IMB Bank’s Community Foundation (ICF) has donated over $10million to charities big and small. BPPR’s brief was multi-faceted: tell the good news stories to drive more submissions, lift the profile of ICF in a cluttered not-for-profit market, and re-imagine ICF to appeal to a younger audience.
The Strategy:
Amplify the grassroot community groups’ voices: locally and nationally. Lift recipient profiles, with unique ICF projects cherry-picked for national profiling. Plus, create a new youth-focused category: ‘Future Heroes’ – aimed at recognising projects driven by people under 30.
The Result:
A strategically timed mix of organic, wide-reaching media coverage and digital content. This helped drive awareness in key markets, and boost ICF submissions to the highest number yet. IMB Bank’s Community Foundation is now recognised as a national leader in its field.
