Lloyd's market PR campaign for
accountancy firm

PR case study: Media realtions and targeted marketing  

PR campaign for accountancy firm goes from "never" to "always" on the tender list

Lloyds of London

Our client, a mid-tier accountancy firm with a practice that has worked in the Lloyd's of London reinsurance market for over a century, identified a strategic need
to raise its profile as an expert on financial and regulatory issues affecting insurance brokers and
other businesses in the market.

The firm was in the position of being a "best kept secret" in their specialist market. Their insurance sector clients thought that they were great, and valued the high level of technical expertise its partners had - yet no one outside of their client base knew about the firm.
The impact of this meant, amongst other problems,
they were never invited for audit tenders.

With a major regulatory change happening that would effect all businesses in the Lloyd's market, Kelso Consulting devised and helped deliver a major campaign to highlight our client's expertise, increase its brand awareness, generate leads, and enable it to build relationships with finance directors and other decision-makers.

Thought Leadership campaign delivers dramatic results for accountants

A Thought Leadership programme of bimonthly “countdown” guides containing authoritative management advice for preparing for the changes, combined with press coverage and briefing seminars brought a strong reaction.  

In addition to publicity and relationship building, event attendees were called by a telesales agency to arrange meetings with the firm's partners.

Over a relatively short period of time, the result was profound. Within a year of the campaign being devised the firm went from "never on the tender list"' to "always on the tender list" within their niche market and they had won their biggest ever audit.

It was clear the campaign was succeeding before then though. Through the way it was devised, there were lots of clear indicators of success that could be measured as the campaign progressed. These included: requests for their quarterly guides; feedback from clients; attendance at the seminars; the number of "follow up" meetings arranged after the seminars; and the increase in number of audit tender invitations.

 

Download the full case study. 

To contact Kelso Consulting please call director Tim Prizeman on 020 7242 2286 or use our contact form. 

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