Background
Smith & Williamson appointed JBP in 2005 to build the company’s regional profile as a leading provider of high level accountancy financial and business advisory services to SMEs, mid to large corporates and private clients.
Strategic approach
- Raise awareness of Smith & Williamson’s expertise in the South West and nationally through a sustained programme of media relations.
- Position Smith & Williamson partners as authoritative media spokespeople on a range of business, finance and tax issues.
- Focus on the company’s niche strengths in te region such as environmental tax allowances and investment management
- Connect the firm’s partners with movers and shakers in the regional business community.
Tactics
Media Relations
- Press releases have been produced for the SW regional press on a range of key company announcements
- National business and financial issues have been exploited to gain regional media coverage
- Client case studies have been produced and pitched to the media
- Created a media guide highlighting the key spokespeople amongst the Partners and their specialist subject areas
- Instigated and arranged the Private Business Dinners
- Brokered a research partnership with Bristol Business School to understand how many SMEs were successfully applying for environmental tax allowances and seeing the environment as a strategic opportunity
- Identified sponsorship oportunities at the SW Financial & Corporate Communications Awards and the Winning Financial Communications Forum
Results
- JBP has continued to meet media coverage targets set by the client
- A high profile research study has been completed with Bristol Business School, entitled Environmrent & the Corporate Agenda
- The Private Business Dinners with have proved hugely popular with senior decision makers in South West based companies
