---
title: "Radio Advisory Board of Canada: Repositioning"
date: 2025-10-01T10:32:00-04:00
author: Stephanie Chartrand
canonical_url: "https://www.alphabetcreative.com/work/radio-advisory-board-of-canada/"
section: Work
---
research &amp; discovery

## Dialing in on the problem

We sat down with stakeholders, members, and partners to learn about the industry and how RABC’s membership model worked. The process also included studying the market and the behaviour of both primary and secondary audiences. Our research uncovered three key findings:

 

### The current membership model limits eligibility

Private companies and independent members struggle to join RABC because its membership model is designed for associations.

 

### RABC isn’t speaking directly to decision makers

Communications are aimed at radio engineers and SMEs, even though business development managers and executives sign off on memberships.

 

### The tech landscape is growing faster than RABC

So many new users are accessing the RF spectrum and RABC’s current membership model limits the potential for growth.

 

 

 

 

 

  strategy &amp; execution

## **Tuning into the solution**

The strategy was to position RABC as an agile advisor—a leader in an industry that’s always changing, a business and policy enabler, and an expert on how to use the RF spectrum. To drive memberships, we suggested offering tiers for both associations and emerging businesses. And to balance credibility with growth, we defined audience groups and value propositions that engaged both technical experts and decision-makers.

 

 

 

 

        

  ![Three colleagues collaborate in an office, with abstract digital waves overlaid.](https://www.alphabetcreative.com/assets/transforms/clients/rabc/_800xAUTO_crop_center-center_none_ns/rabc-motif-people-2.jpg)  

 

 Brand Positioning Statement

RABC is Canada’s most trusted advisor on the optimal management and use of the radio frequency spectrum.

 

 

Brand Pillars

- RABC is Canada’s community of radio frequency spectrum technical experts
- A clearer, quicker path to market
- When we collaborate, we all advance
 
 

    

  ![](https://www.alphabetcreative.com/assets/clients/rabc/rabc-video-thumb.png)    

 

 ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.**

 [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) 

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