ARLINGTON, VA: The Council for the Better Business Bureau (CBBB) has selected Richmond, VA-based CRT/Tanaka to develop and manage its first-ever national branding campaign, including development of a new website. Raleigh, NC-based Capstrat will help design the new site as part of the campaign, the value of which was not disclosed.
Charlie Underhill, CBBB SVP, said that while the 94-year-old organization is well known, it doesn’t have a singular identity – everyone knows it for something different, such as handling complaints about shady business practices or as a source for consumer information on credit cards, travel, or other topics.
“Each local bureau has its own Web presence and we have a national Web presence with a search engine for all of them, but this [campaign] will help pull them all together and give the public a better cohesive sense of the organization,” Underhill said.
He said the organization plans to have its strategy and tactics understood and underway by September, in time for a CBBB meeting in Vancouver, British Columbia, involving all 116 US and 14 Canadian bureaus of the BBB.