We were delighted to receive the Gold Award in the Chartered Institute of Public Relations Welsh PR Awards on Friday for Corporate and Business Communications.
The award reflects the consistent support and offering we are providing to our corporate and business clients, and specifically acknowledges the work we have been doing with Quantum Advisory.
Quantum is an independent financial services consultancy who approached Effective in 2016 to raise its awareness across South Wales and the South West of England.
Following recent scandals in the industry, including Tata Steel and Carillion, Quantum wanted to promote its trusted, high quality pension advice service that is respected and can be used by everyone – not just corporates.
It has therefore been key that the general public becomes familiar with the company, and that people can understand the often complex jargon within the sector.
Effective took those objectives and delivered this award-winning campaign.
Strategy and tactics
Regular and sustained industry opinion articles to create awareness and a sense of familiarity in each region, particularly with the public: Effective focussed on securing regular columns with key media in each region and producing relevant content.We introduced Quantum to influential journalists in key trade publications as well as regional business media.
- Retirement saving not as rosy as figures suggest: Stuart Price, Quantum Advisory
- Focus on saving more for your pension, Western Mail
- Highlights from a year of record investor numbers, Western Daily Press
Reaction pieces – With so much going on in the pension industry, Quantum needed to offer reassurance, give advice, explain repercussions and look to the future. Requiring a fast turnaround, Effective has been on hand 24/7 to write up these reaction articles and issue to relevant media: The Effective team has undergone extensive research into the complex world of pensions, and account members are now confident ghost writing reaction/opinion pieces and comments on behalf of Quantum.
- What does the Hoover pension deal mean for thousands of former workers in South Wales?
- What next for Carillion workforce’s pensions?
- National Library of Wales in denial about cuts, AMs warn
- Pensioners proposed tax to provide for next generation
- Steelworkers ‘rushed into pension decision’, Western Mail
Quantum corporate social responsibility – In March, Quantum held a fundraising ball for Ty Hafan, raising more than £10,000 for the charity. Effective ensured the event was publicised on all key sites and regional media including Cardiff Life, Argus Business Update, Western Mail, South Wales Echo and Monmouthshire Living.
E-newsletters – an effective way to reach stakeholders, Effective created an e-newsletter template to help distribute premium content and insights to clients and prospects. Utilising Google Analytics, Effective is able to analyse the results of digital campaigns to find out what content is being read the most and use this to identify future communication opportunities.
Social media – Effective established a Twitter account for Quantum (@QuantumAdvisory) in order to reach and engage with stakeholders as well as non-business communities.In the build-up to events such as the charity ball, Quantum was able to engage with key sponsors and organisations, allowing them to reach a much larger audience beyond their followers. Effective has also been integral in creating a corporate video for Quantum (https://youtu.be/9eZYZGqd0JU). This video is a key communication tool.
- From June 2017-May 2018, Effective secured 189 pieces of coverage, achieving 39,121,475 opportunities to see (circulation + visitors per month).
- The Quantum campaign crucially hit key regional press and trade including Pensions Age, Actuarial Post, Engaged Investor, Pensions Insight and Pensions Funds Online. We also assisted in setting up responsive broadcast interviews with Stuart on South Wales regional TV, radio and the BBC News website.
- Effective secured regular monthly/bi-monthly columns with South West Chamber magazine, Western Mail, Business News Wales and the Western Daily Press / South West Business until at least the end of 2018.