CAPITAL POWER – BRANDING + IPO LAUNCH

THE CLIENT

In early 2009, Edmonton-based EPCOR Limited decided to spin out a significant part of its electricity-generating business through an initial public offering (IPO). This created Capital Power Corporation, an energy producer with facilities across North America.

THE CHALLENGE

To create and execute a major, integrated branding and communications campaign to build public support for the public offering and generate investor interest. This was a potentially divisive initiative, requiring bmir to manage concerns among private and public stakeholders.

THE THINKING

To ensure a high-performing IPO, bmir needed to create a high-impact presentation. We developed a comprehensive solution, including a big-event launch presentation, as well as print and digital information kits. We also provided media training, issue-management guidelines to anticipate the tough questions, and sales presentation workshops for Capital Power executives. At the same time, bmir was tasked with developing Capital Power's visual brand identity, both in print and online. We designed and populated their investor-focused web presence. We also produced a comprehensive brand identity guide covering everything from letterhead and signage to uniforms and vehicles. All in time for the start of trading.

THE PERFORMANCE

The IPO was a huge success, generating proceeds of $503 million for a 25 per cent stake in Capital Power. Following the successful IPO, bmir continued to be a strategic partner to Capital Power, providing IR counsel and communications support.