Expanding out of the comfort zone
One of the UK’s best-known commercial property agency names wanted to move up a gear, but its prowess in the automotive and roadside sector belied its wider property and planning consultancy capabilities and expertise in areas such as retail, healthcare, commercial, leisure and strategic land. We were brought on board to showcase the full range of know-how and broaden the firm’s reputation among potential new clients and referrers.
Working with the firm’s internal marketing team, we determined the priority sector areas that would benefit most from extra support, and embedded ourselves with the respective teams to prioritize topics and help identify the upcoming issues important to their clients. Using a system of internal “PR champions,” we fostered a culture of news entrepreneurship to help fee earners propose ideas and themes to pitch to and build relationships with the media.
Overall coverage more than doubled in just the first seven months after our appointment, with the quality of coverage also evolving from purely deal-related “name checks” to insight-led commentary on key market and client issues.