National PTA

Integrated Marketing

Overview: For more than a century, the National PTA has been a powerful voice for children and public education. Its membership fabric is made up of families, students, teachers, administrators, and business leaders committed to the education of children.

National PTA approached Varident to help redefine and rebuild their flagship annual campaign, PTA Back-to-School Kit. The organization desired to evolve the paper-based campaign into a digitally driven effort. The challenge was to form a marketing strategy that would allow for the greatest amount of end user adoption to a digital platform.

Varident collaborated with organization stakeholders to carefully map out a multi-year campaign strategy. The body of work initially included a blend of conventional marketing vehicles with web-based and digital components. Currently, the campaign is driven completely by the web, supported by on-going digital marketing efforts.

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Services for this client included: