Background
JBP works with Allied Irish Bank (GB) to raise awareness of its business banking credentials in the South West and to broker new connections within the wider business community.
Strategic approach
- To maximise effectiveness, JBP has developed an integrated PR strategy which blends media profiling with brand development initiatives and relationship management activities.
- JBP focuses on raising awareness of AIB (GB) via third party endorsement in media editorial to build the company’s credibility and authority.
Tactics
- Targeting news, business and careers pages of print media and business/news programmes of broadcast media.
- Meeting key journalists from the local media to build relationships.
- Issuing news stories based on business milestones and announcements.
- Thought leadership articles on key economic, banking and business issues.
- Identifying and supporting sponsorship activities.
Results
- AIB (GB) has been the headline sponsor of the prestigious South West Financial & Corporate Communications Awards and the Winning Financial & Corporate Communications Strategies Forum which is attended by CEOs and Financial Directors of the region’s quoted companies.
- Regular media coverage achieved in target regional press.
- Attendance at key regional networking events resulting in business leads.
