MEMBERS COLLOBORATE TO REBRAND LEADING GLOBAL TRADE ASSOCIATION FOR ACADEMIC & PROFESSIONAL PUBLISHERS

A number of Pimento Members were selected to work on the rebrand of STM. 7 Members were involved including Kingswick, Berlin, Applied Insight, Someone, PPR, Crush and Peter Harold.

As a succinct team, they successfully executed the planned rebrand of STM on time and on budget, created a new corporate identity with a fresh tagline (Advancing Trusted Research), a comprehensive brand guidelines with a more modern contemporary colour palate. The redesign was intended as a catalyst for the reappraisal of both the STM and the Industry it serves, to give confidence for the establishment of a more assertive series of communications to rebuild trust with its varied audiences and stakeholders.

They also developed a communications strategy and channel plan with a move to more pro-active and less reactive communications. Campaigns included the creation of the Covid Research Story, and a further opinion piece on Fake Science that were published in June and November.

STM said “The rebrand and comms activity has given the STM its mojo back, moving from reactive to proactive comms, building confidence and unearthing stories to rebuild trust.”

Driving awareness:

• 300% increase in web traffic
• Significant increase in unique visitors – with demonstrable visibility of the campaign pages leading to wider exploration of the new STM website
• Members of the SCC have contributed media space worth nearly $850,000, this has helped to drive awareness and hits through to the website and landing pages.

PR coverage:

• Coverage book – 12 outlets
  • 18 pieces of coverage
  • 3.8 bn readership
  • 2.9m views
  • 361 social shares