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
That effort will be unveiled at the 2002 convention in San Antonio, TX,
and will feature a revised slate of marketing materials and
December 1997: Cordiant Communications Group formed on the de-merger of
Saatchi & Saatchi and Cordiant
March 2000: Acquired Healthworld Corporation, since renamed Bates
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
Includes Financial Dynamics and C&FD headquartered in London;
Morgen-Walke in New York; Gallagher & Kelly Public Relations in Ireland.