INTERNATIONAL NEWS: PTA will soon have national branding

WASHINGTON: For the first time in its 100-year-plus history, the

National Parent Teacher Association (PTA) is launching a national

branding and image-enhancement campaign. The three-year integrated

effort - valued at dollars 2.2 million - is being coordinated by

Pittsburgh-based agency MARC USA.



The National PTA is one of America's largest child advocacy

organizations, with more than 6.5 million members and 26,000 chapters

throughout the country. The nonprofit encourages parents, educators,

students, and other citizens to become active in the lives of children,

specifically through local schools.



But the PTA has never before adopted a national logo, slogan, or

marketing materials, according to PR and marketing manager Jenni Gaster

Sopko. "Going from the national to state to local levels, every chapter

has had its own logo and its own message," she said. "It's time to

create a unified image."



The campaign, unveiled to PTA members at its annual convention in

Baltimore, MD last week, officially kicks off July 9.



Although the first year of the campaign will target English-speaking

families only, the second year will feature a push to reach Hispanic

Americans.



That effort will be unveiled at the 2002 convention in San Antonio, TX,

and will feature a revised slate of marketing materials and

advertisements.



CORDIANT TIMELINE



December 1997: Cordiant Communications Group formed on the de-merger of

Saatchi & Saatchi and Cordiant



March 2000: Acquired Healthworld Corporation, since renamed Bates

Healthworld



September 2000: Acquired Lighthouse Global Network, which now accounts

for 50% of group revenues. Lighthouse's IR holdings were Morgen-Walke

and UK-based Financial Dynamics



November 2000: Formed Business Communications International for PR

holdings.



Includes Financial Dynamics and C&FD headquartered in London;

Morgen-Walke in New York; Gallagher & Kelly Public Relations in Ireland.



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