13.06.08
The Professional Association of Teachers (PAT), the union for professionals in education, has undergone an extensive rebrand and name change in a bid to attract and retain new members.
PAT appointed Perspektiv to move their brand forward following a successful pitch win against several agencies.
After extensive research carried out by Perspektiv, it became clear that the current name and brand were no longer representative of today’s market. Perspektiv worked closely with PAT to create a new name, abandoning the acronym route often favoured by unions in favour of the emotive and more relevant ‘Voice’. Perspektiv followed the brand creation with a new corporate identity and marketing collateral for the union.
Chris McGillan, Perspektiv Account Manager, said: “The aim was to engage with a new generation of education professionals in a fresh and contemporary way and we feel that the rebrand has achieved that. The response so far has been fantastic and its impact on increased membership figures can already be seen.”
Lynn Wraith, Corporate Relations Officer for Voice said: “We decided to appoint Perspektiv as we felt that they would be best placed to carry the union forward for long term strategic growth. Since the rebrand, we have had application forms flooding in, resulting in hundreds of new members.”
The ‘Voice’ brand was launched at this year’s Education Show at the NEC and has been followed up by a strategic launch campaign. Another campaign is due to start in the autumn.