Royal Institute for Deaf and Blind Children
Annual Report 2016

Undertake a Brand Review and Increase Services Marketing to Build RIDBC’S Profile

RIDBC benefits from having a trusted and mature brand. However, as we evolve and grow our services and expand our reach, we must ensure our brand remains relevant, strong and impactful.

In 2016, we undertook Phase 1 of the brand review project to scope, research and provide an evidence base for the brand review. Interviews with staff, clients and healthcare professionals were undertaken; initial brand architecture concepts were developed; and additional workstreams were identified to ensure that the necessary and appropriate internal systems, processes, culture and infrastructure are in place to support the eventual launch of any potential new brand.

Phase 2 of the project is now well underway with recommendations given on brand architecture, the role and purpose of the brand, brand values, brand personality (tone of voice, communications style), and brand positioning.

There was a significant increase in social media activity across RIDBC’s social media
platforms in 2016 which maximised our engagement with existing and new followers

Caption: There was a significant increase in social media activity across RIDBC’s social media platforms in 2016 which maximised our engagement with existing and new followers

Increase Effectiveness of Internal and External Communications Channels to Maximise Engagement

Throughout 2016, RIDBC’s Marketing and Communications Directorate focused on supporting the organisation through major change, increasing services marketing, and responding to the needs of our community with effective information and communication strategies. Our strategic priorities focused on:

Services Marketing and the NDIS

Services marketing activity increased significantly in 2016, with the implementation of overarching RIDBC and SCIC Cochlear Implant Program campaigns as well as localised marketing activity to support our 18 sites. Highlights included:

Media Coverage

RIDBC successfully secured coverage in a broad range of local and national media in 2016 including features about:

Lucy Overcomes the Obstacles

Lucy is ready for ‘big school’ with support from RIDBC and life-changing technology – the cochlear implant.

Channel 7’s Sunrise program featured Lucy with her sister, Hannah, preparing for their first day of school

Caption: Channel 7’s Sunrise program featured Lucy with her sister, Hannah, preparing for their first day of school

When Natalie and Sean’s twin daughters, Lucy and Hannah were born their lives started to take very different paths.

“The girls were affected by twin to twin transfusion in utero,” said Natalie. “When Lucy was born we found out she had mild cerebral palsy and auditory neuropathy, a condition that can cause hearing loss.”

In 2013, Lucy received a cochlear implant through RIDBC’s cochlear implant program, and went on to have her second implant in 2015.

“Before the implants Lucy was definitely more frustrated, but then her learning just accelerated,” said Natalie.

In 2016, RIDBC worked with staff at Lucy’s new primary school to ensure a smooth transition for Lucy and her family.

“RIDBC has been supporting the school with information about Lucy’s cochlear implants,” said Natalie. “They have also been providing information about classroom acoustics and the specialist equipment Lucy needs such as a hearing loop that can link to her cochlear implants during school assembly.

“Our hope now is that Lucy’s learning will continue and that this is the beginning of a wonderful time for Lucy and also for her sister Hannah.”