PETA Training & Consultancy Rebrand
DATE: 26th October 2020
TAGS: brand design, brand strategy, marketing strategy, web development
AUTHOR: Vicky Glazier
Serenity Digital have successfully launched PETA’s new brand identity, printed course directory, a range of updated sales collateral and their new website. As well as linking to their back office system, the website also benefits from ecommerce functions which enable customers to book and pay for courses immediately.
PETA approached Serenity to build a responsive website back in 2014 and the two companies have been working in partnership ever since. The initial site not only needed to be designed in a way that would work well on all screen sizes, but it also had to be integrated with their CRM system to allow for booking requests.
Since then, PETA have utilised many of Serenity’s services including web development, graphic design, paid search advertising, search engine optimisation, copywriting, email marketing and social media management.
In 2019, Serenity was invited to assist PETA with rebranding the business. This was an extensive project to include the re-evaluation of their vision, mission, audiences and brand values, as well as the visual elements of the brand including the corporate palette, new logo, typography, graphics and photographic style.
The rebrand was a rewarding and collaborative journey for both parties and included multiple workshops and discussions to get to the core of PETA’s mission. Looking to the future, the rebrand has been designed to appeal to a range of different audiences from mature students, to corporate HR departments, to parents, schools and young learners.
Once the rebrand had been agreed, Serenity started work on a number of other marketing projects for PETA, the most significant being the design and development of the new website.
The previous website allowed members of the public and existing clients to make booking requests for the courses they were interested in; when the user made a booking online, this generated an email to the sales team who would then call to take payment over the phone.
The new website is capable of pulling course availability information directly from PETA’s CRM automatically, so that when the client clicks to book a course, the number of available places is communicated and the required places are held in the basket for 15 minutes, giving the customer time to make a final decision and complete the transaction.
Once they’ve decided to proceed, they can ‘check out’ and pay online. PETA members also have the option to request an invoice at this time if they do not wish to pay with a card.
Serenity Director, Peter Garrett led the project. He said:
“The PETA team is fantastic to work with and have been for the last 6 years now. They were highly engaged with us from the start and we worked together well to generate the concepts that shaped the new brand. Although we faced some delays with the website launch due to the coronavirus lockdown, we were able to navigate these problems together to achieve a successful launch.”
The new website has provided PETA with many advantages; not only is it utilising the latest technology to ensure speedy responses, but it is also visually appealing and easy to navigate. It has reduced the sales team’s admin and enabled courses to be booked and paid for completely online, which saves the client’s time and makes PETA’s products more accessible. The website has been live for around six weeks and early analysis shows that traffic to the website has increased by around 20%.
PETA’s Director of Operations Dawn Halfacre said:
“The refreshed branding and new website development has been an exciting project for PETA as we continue to position ourselves as a provider offering honest and focused solutions in developing the skills needed for business. Serenity Digital’s team have been intuitive and insightful to our needs, and have supported us from concept to implementation with the launch of a fresh new branding that feels modern and agile.
“At every step of this project, the team questioned and challenged us to think clearly as to our end goal, and have offered concepts and solutions that align to our aims. They have invested in learning about PETA, our values and services and we have formed a strong partnership of shared vision and integrity, being flexible to changing priorities whilst ensuring the project was delivered on time. It has been a hugely rewarding partnership and we are delighted with the end product. It’s an absolute pleasure working with such a strong and innovative team!”
PETA Training & Consultancy Services is Portsmouth's leading provider of corporate training, apprenticeships and consultancy services, specialising in today’s most in-demand professional, digital and technical skills. Their award-winning training and apprenticeship programmes have helped thousands of businesses and individuals across the UK to reach their full potential.
Find out more about Serenity and the services your business could benefit from. You can also read more about some of the other businesses we’ve worked with...