Joined up thinking
We have been working with Voice for 4 years. We have developed a clear understanding of their business objectives which has allowed us to create an innovative range of communication materials which are right for them and their audience. Voice have taken full advantage of our integrated marketing service offering - some of the work we have done for them is featured below.
The birth of an effective brand
The Professional Association of Teachers (PAT), the union for professionals in education, needed an extensive rebrand and name change in a bid to attract and retain new members. Brand assessment, independent focus groups and in-depth questionnaires were carried out with participation from professionals in education.
It became clear that the current name and brand was 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.
The aim was to engage with a new generation of education professionals in a fresh and contemporary way. Since the rebrand, Voice have had application forms flooding in, resulting in hundreds of new members.
Award winning member communication
As part of the rebrand, Perspektiv designed and developed a prospect pack which won the marketing leaflet/brochure category at the prestigious MemCom 2009 Membership Marketing Awards.
New blog for education professionals
Perspektiv are now guiding Voice through their online digital strategy. We have designed a blog site which engages with a new generation of modern education professionals, allowing the union to communicate with the industry as a whole and share its wealth of knowledge. Firm believers in constructive dialogue, Voice values the input of professionals in education and believe their thoughts and opinions should not only be heard, but taken on board and used to inform the industry. The site will also form a critical part of Voice’s autumn press campaign.
The site has already received a lot of positive feedback from members and non members alike. Clear and easy to use, it provides a greater level of engagement and two way communication. Allowing Voice to ‘own’ dialogue in the industry, it is hoped to become a trusted source of insight in education as well as ensuring that members’ voices are truly heard.
Voice has a strong membership of various education professionals throughout the UK with each requiring access to different information. Perspektiv has therefore designed and developed a new website for Voice which enables the content to be dynamic and personalised to each member so that they only see information relevant to them.
An online application requires members to input information about education sector, geographical location etc. This data is then used to personalise the content that the member sees when they log in. As the site is preference driven, members can still access other information with the content seen capable of being expanded or reduced depending on what is required via a simple interface.
The new site is easy to use and navigate, is dynamic in terms of the content and also serves to reinforce the image of Voice as a modern union.