WSPA who?

The World Society for the Protection of Animals (WSPA) has launched a rebranding in an attempt to stop confusion over the charities name and to increase awareness, globally.


Despite 50 years of charitable experience with animal protection, research involving nearly 6,800 people revealed fewer than 7% thought of the charity when asked to think of an animal protection organisation. The rebranding efforts consist of the charities name being changed to World Animal Protection.  International director of comms at World Animal Protection, Pippa Rodger said the purpose of the charity, which worked with consultancy Wolff Olins for the rebrand, was “not clear” and the acronym WSPA “was meaningless in many languages”. Rodger added, “World Animal Protection is clear, distinct and memorable. Changing the name to World Animal Protection brings our name in line with what we are trying to achieve – protecting the world’s animals.”

The aim of the rebranding is to create a clear and easily-understood strategy worldwide that allows people anywhere in the world to understand the charities core aims. The rebrand will roll out across the organisation’s 15 offices worldwide by the end of June.

0_414_0_http___offlinehbpl_hbpl_co_uk_galleries_ORP_WPA_picWhilst reading through the latest news this morning on, I found the article ‘The World Society for the Protection of Animals tackles “great confusion” with rebrand’ quite engaging; as I am a PR student who is interested in environmental charity work and campaigns. I personally think that the new name for the charity works a lot better and as the saying goes, it rolls of the tongue a lot better. I also like the logo change (pictured above) that incorporates the brands iconic orange colour but also introduces a compass style design that embeds the charities global strategies. The statistics mentioned above show the lack of awareness that people have of WSPA making it clear that change needed to happen. The new design gives a more confident and globally-appealing theme to the charity, making their presence within animal protection charities stronger and smarter. There are currently two separate websites running throughout the transition but World Animal Protection should be in full swing by the end of June.

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‘Should I do Digital?’ – Justin Wilson Perspective

I recently had the opportunity to pitch a 6-month social media strategy plan to a live client whilst on placement at Atelier Studios. The client was Varissa, a car-sourcing website. I pitched my ideas to the client, along with fellow intern Sangeeth, and what was noticeable at the end of the pitch was the lack of knowledge about the power of ‘digital’. The client began asking questions such as, ‘What is Pinterest?’, ‘How can LinkedIn help my business?’, and ‘How will a digital strategy help me gain more customers?’ Justin Wilson, a Digital Marketing Manager working in the automotive industry, blogged about the key elements that business owners should know when it comes to a digital approach, which I found very useful. Here is what he had to say.

6th June 2014 – Should I do Digital?

Posted on June 5, 2014 by Justin Wilson


When people ask what I do for a living, my answer is normally followed by ‘so what is digital and why do people do it?’ Good question eh? So, what if you own a business that does not sell their product or service online – do you need to invest in a digital presence?

Let’s take a company where you would traditionally think that no digital presence was required. What about a company that makes specialist parts for aeroplanes and sells business to business on a face-to-face level. Why should they invest in digital and what should they do?

The conversation needs to be moved away from price: Many companies fall into the trap of leading conversations with price – I have worked with some culprits of this, and when you are the cheapest product, this works great. However, you are training the customer to shop by price, so when you are not the cheapest offering, the customer will buy elsewhere.

Building up the value proposition and moving away from price (a race to the bottom) is not easy, but discussing the value of your products and why you should be the first choice are sections that should be on your website. And these should be the messages that you take out to your audience.

Your reach will grow and (fairly) cheaply: If you think that your audience does not spend time online, there is a 95% chance of you being wrong. That’s not to say that they are easy to find. Maybe LinkedIn would be a good starting point for a specialist B2B product. A simple search for groups linked to the airplane industry shows hundreds of results – or try LinkedIn advertising for a very specific message to an audience that you can segment yourself. The cost of this sort of advertising is very low considering the audience. Or run some small scale advertising on an industry website where your audience spent their time learning about the market place. Or send a communication out to the industry website subscribers?

Differentiate: There are a number of ways in which digital allows you to differentiate your company from the competition. Your tone of voice on your website; running some interesting content of the website which is not just B2B facing, as B2B buyers are consumers too (e.g. videos of planes using your parts); writing about the issues that your customers are facing (e.g. our specialist parts are 20% lighter than they were two years ago, which drives fuel efficiency).

You can tell if it’s working: Traditional methods of reaching out to audiences like these has been a little hit and miss – a mail drop here, attending a conference there, etc. All of these are really hard to measure. But digital is on the whole very transparent – if you have spent money, you will be able to see how many people have viewed that communication, and even if this has resulted in enquiries.

Now, I must confess that I am bias…..I think that digital should play a role in whatever type of marketing your are planning – and don’t let the industry that you operate in be a limiting factor – you may just have to think a little further outside the box.

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