Supporting salons and therapists, BABTAC was established in 1977 and has an extensive history of supporting, developing and promoting the industry. The business is also sister company to CIBTAC.
Despite the heritage, the business was experiencing a steady decline in membership numbers, prestige and industry influence. APT was appointed in 2010 to help reverse the decline and develop a robust growth strategy, and continue to support the team.
Working together since 2010 to support the in-house marketing team with day-to-day support and specific project work.
Membership Communications, Business Transformation, Winback, Reputation, Public Relations, Industry Developments, Events & Awards, Magazine, Commercial Partnerships, Third-party initiatives, day-to-day support.
When I started my role at BABTAC the brand was dated and perceived as old-fashioned and the company was experiencing steadily declining membership. apt identified the positioning of the BABTAC brand, the job it had to do and the all- important target audience before preparing a number of concepts for us. These included the brand, keywords, colour palettes, potential straplines and collateral examples. The process was incredibly fast (just 3 months) and we were really pleased with the results; since our rebrand we have seen an unprecedented growth. apt are easy to work with, offering a unique service with a true understanding of our strategies, remaining focused and respectful of our in house expertise.
Julie Speed, Director of Operations, BABTAC (British Association of Beauty Therapy and Cosmetology) and CIBTAC (Confederation of International Beauty Therapy and Cosmetology)