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CIBTAC (The Confederation of International Beauty Therapy and Cosmetology)
Services Used: Winning additional centres, PR & awareness, centre (customer) communications, student communications, copywriting, design, filming, day-to-day support, and much more!
Profile: Run alongside sister company BABTAC, CIBTAC is an international awarding organisations for beauty, holistic and spa qualifications
Relationship: Two years day-to-day support; three years strategic support
Support by apt:
Following our appointment in 2010 the projects completed for CIBTAC include evolving the brand to make it relevant to both the UK and International markets, raising the profile, approaching lapsed centres to win them back, as well as approaching new centres and much more.
One of the first tasks for apt was to build the CIBTAC website in twelve weeks, giving it unique functionality including a course-centre search and a document management centre, to cater for the four main audiences: centres, candidates, tutors and examiners.
At the beginning of 2012, apt took on a more active role for CIBTAC, helping to look at the direction of the organisation and the potential revenue opportunities. Planning an upcoming winback campaign to approach lapsed members, as well as compiling the application for a UK Government Funding opportunity worth up to £250,000 has kick-started a rapid expansion plan to drive the company forward.
- Successful UK Government funding application worth £250,000
- International awareness drive resulting in confirmation that CIBTAC will be the only qualification provider for the Japanese market with 12 member schools initially and 190 over five years (postponed as a result of the Tsunami)
- Increased retention in a difficult market
- Improved international awareness of the brand and its experts
Letter of recommendation relating to apt’s services for BABTAC & CIBTAC:
“apt brought to the companies the much needed Marketing & PR skills that only a professional company with dedicated professionals who go over and above their call of duty and really know their industry, can bring. [They] were instrumental in supporting and guiding me to achieve my visions for both companies. With their skills and knowledge, together we completely rebranded both companies, bringing them up to date with today’s business environment, maintaining the ethics and mission of the organisation.
They were instrumental in launching our annual awards, the marketing and rebranding of our membership insurance services to reach a wider customer base and add value for our customers, raising the companies’ profiles across the press and media, supporting us in being the voice of the industry across many causes, building new customer interactive websites that added value to our internal and external customers, creating 13 Training DVDs for our awarding body centres, put together and supported not only events in the UK but in Europe and across our international markets which often required short notice and grounded experience in understanding different cultural environments and needs, in aiding in the relaunch of our company magazine, and supported the employees and board members across a variety of PR areas.
In my opinion I have no hesitation in recommending APT to meet the needs and requirements of your organisation, at the end of my tenure all my visions had been fulfilled beyond my expectations with the organisations ready to continue facing the future as the leaders at the forefront across all areas of the beauty industry in membership insurance services and qualifications awarding body.”
Kim C. A. Ford, Vice Chair of BABTAC & CIBTAC 2009-2010; Chair 2011-2012