Developing Brand Consistency - CBAA Webinar 7 Mar 2023

WEBINAR: Developing Brand Consistency - 7 March 2023

Joshua Cole, 6th March 2023
This webinar will explore the importance of developing and maintaining brand consistency and how this applies to community radio stations. 

Recently, The Creative Works were approached by 3CR in Melbourne to refresh the station’s logo identity for the purpose of extending the new look and feel to key pieces of marketing collateral and the station website. As we worked through the design process with 3CR Station Management it became clear to us that the principles of brand strategy and marketing apply equally to radio, a medium that over the past 20 years has become as much a “visual medium” as other rival media channels that are available online and offline. 

Presented by:

Dean McBeth, Account Director at The Creative Works Dean McBeth, Account Director at The Creative Works

The Creative Works is a Melbourne based, fully independent advertising agency that first opened its doors in 1984. It established a reputation initially as a design and brand strategy agency but today offer a fully comprehensive range of services that includes digital marketing, brand strategy and website development. 





Catch up on the webinar via CBAA Learning.


This webinar was held at 3:00PM (AEDT) Tuesday, 7 March 2023

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*Past webinar, click through to watch recording*

We asked Eardrum, the most awarded audio agency globally when it comes to producing effective campaigns and branded podcasts for advertisers worldwide, to create a series of radio spots for your radio station to play which will grow your listening audience.


*Past webinar, click through to watch recording*

In this webinar we will look at how to set up your sponsorship and explore: 

  • How to understand your market and audience 

  • How to determine your value proposition 

  • How to consider your competitors and the wider sector 

  • How to provide evidence of your impact 

  • How to build long-term relationships 


Communication is an important element in devising, disseminating and pursuing the organisational goals for all organisations. It involves informing target audiences about frequent, timely and relevant information. Members were consulted with regard their particular needs; as well as staff who are responsive, knowledgeable and passionate about the organisation. Being very different target groups, we found communication approaches wanted by both groups to differ. We surveyed Australian sporting organisations aiming to examine their communication strategies. Not surprisingly, our findings suggest that many organisations think of communication as an after-thought. We argue that sporting organisations are not making the most the latest communication methods, nor progressing with member’s communication desires or what members are actually seeking. Members want electronic, two-way and fast communication tools including electronic newsletter and bulletin boards. This research opens up debate on how community-based media may value-add to the organisational communication mix, and how digital broadcasting can be developed by the community broadcasting sector to enhance the communications capabilities for the not for profit sector.