Organization
Industry
Utility Infrastructure
Services
Government Relations, Strategic Communications, Branding
$50 Million
In provincial capital funding
MOU Signed
With Enoch Cree Nation
Full Rebrand
Launched in 2023
Unlocking investment, growth and impact.
Canadian Strategy Group helped ARROW Utilities reposition itself, build stakeholder confidence and make a compelling case for investment. The result was $50 million in provincial funding, a successful rebrand, and a stronger platform for new partnerships and growth.
Challenge
Meeting Capacity Pressures
ARROW Utilities, formerly the Alberta Capital Region Wastewater Commission, was presented with the opportunity to expand its wastewater treatment capacity in order to meet growing industrial demand.
Without provincial support, the expansion cost would fall to member municipalities, resulting in significant rate increases for local governments and ratepayers. Compounding the issue, the organization’s role as a regional utility was not well understood, and the lack of clarity limited its ability to communicate with the public and advocate to government.
Approach
Building the Case for Investment & Growth
Canadian Strategy Group developed an integrated plan to reposition ARROW Utilities and present a credible case for investment. Our approach included:
- A bold rebrand that delivered brand clarity and set the stage for the organization’s future;
- A high-impact narrative;
- A strategic, multi-level advocacy approach; and
- Collaborative execution, ensuring consistent implementation.
Outcome
Strategic repositioning unlocked capital support, new partnerships and a platform for growth.
In Budget 2024, ARROW secured $50 million in provincial funding to support its treatment plant expansion, avoiding rate increases for municipalities and enabling continued industrial growth.
The rebrand and increased profile also supported the signing of an MOU with Enoch Cree Nation to expand water access and support community development.
In September 2023, the organization rebranded as ARROW Utilities, establishing a clearer identity and stronger positioning around water reclamation, circular economy opportunities, and long-term sustainability.