CAF –Development Bank of Latin America

Since 2012, Newlink’s multi-disciplinary team has helped position CAF, Development Bank of Latin America, as an model multilateral institution in the region.

OBJECTIVE

Position CAF as THE development bank OF Latin America FOR Latin America. Make it the model for the region.

Recipients

General public, multilaterals, governments, credit agencies, banks and private companies, academic audiences, partner organizations, current and potential clients, think tanks, CAF officials, the media, and opinion leader

CHALLENGES

a) Little clarity on CAF’s role and leadership; b) IDB has greater standing in Latin America; c) Big communications focus on technical, as opposed to human, aspects.

INSIGHT

Humanize CAF’s communications by creating and executing an orbital strategy focused on connecting the institution to its WHY as opposed to its WHAT, highlighting what sets its apart, and firmly correlating the knowledge and leadership of its executive president with the institution itself, as well as underscoring CAF’s contribution to Latin America’s sustainable development.

Solution

To achieve the set objectives, generate engagement with the intended audience, and capitalize on anticipated opportunities for CAF –the Development Bank of Latin America –, our team focused on developing and humanizing the organization’s reputation and image and on strengthening the positioning of the executive leadership, supporting a process of continuous change within the institution and thus transforming the way in which it interacts and communicates. This led to the execution of the Ongoing Reputation Management and Proactive Executive Leadership programs. The strategies developed after these programs were implemented included a collaborative component with other Newlink areas of expertise, including Integrated Production, Creative & Branding, Branded Content, and Social Marketing.

Strategic Consulting:

Newlink programs

1 Institutional and executive positioning strategy, updated every year since 2012.
2 Strategies for specific areas of CAF.
2-6 Strategies per year for CAF events around the world.
2 Orbital Speaker trainings (President García and emerging leaders).

Journalistic Content:

117

Press releases

Interviews

Opinion columns

2769

Organic reprints

3 books

Conversing with CAF, Management Report, and CAF Conferences publication.

Creativity:

2 Re-workings of graphic identity

1 logo design

1496

Creative pieces

Audiovisual:

311 Videos produced

9 Documentaries

87 videos

Conversing with CAF videos(programs, capsules, and summary videos), which obtained + 83,290 views.

Social Media:

61.474.055

Impressions generated via Facebook.

1.500.862

Visits to specific sections of CAF’s Web site, generated by 43 traffic campaigns.

FB Live sessions, which obtained 163,102 views.

Increase of followers:

+25.025

Facebook

+20.038

Twitter

+34.337

About the client

CAF is a development bank created in 1970, owned by 19 countries - 17 of Latin America and the Caribbean, Spain and Portugal- as well as 13 private banks in the region.

It promotes a sustainable development model through credit operations, non-reimbursable resources, and support in the technical and financial structuring of projects in the public and private sectors of Latin America.

With headquarters in Caracas, Venezuela , CAF has offices in Buenos Aires, La Paz, Brasilia, Bogota, Quito, Madrid, Mexico D.F, Panama City, Asuncion, Lima, Montevideo and Port of Spain.

Download full case