A professional association representing UK beauty and spa therapists

Key results:

  • 65% more members (customers) in three years; 75% more in five
  • Improved member (customer) loyalty from 65%-85% each year
  • 497% return on investment for a winback programme delivering £90,000 in year one from returning customers; rising to 1,633% ROI and circa £100,000 in year two
  • Company rebrand which has re-established the prestige of the company and made it instantly recognisable
  • Submission of a 22 page response to a key Government review with six further face-to-face representations; in addition, management of the ongoing consumer and trade PR for the topic. This is still ongoing, but as a direct result of the submission by BABTAC and the continued representation, changed the course of the proposed legislation away from a ban on specific professionals, to support for cross-profession training paths.
  • Outsourcing of the magazine, increasing immediate advertising spend from circa. £5,000 per issue to circa £15,000 per issue in year one, making the magazine cost-neutral by year three at £33,000 per issue with profitability in the pipeline.

Services provided

Overall Business Transformation, Coaching, Targeting New Customers, Retaining Customers, Customer Winback, Website, Reputation Management & Public Relations (National, Trade & Consumer), Events, Awards, Magazine, Design & Print 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)