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Financial Services -repositioning of Fund ManagerJanuary 2016
The Challenge Slater is a fund manager with a pedigree. Headed by Mark Slater, son of veteran City investor and author of the seminal ‘Zulu Principle’ guide to successful investment, Jim Slater, their funds have recovered from a lean spell to top the leagues against bigger, better known rivals. With star player Neil Woodford leaving major competitor Invesco and Slater once again able to offer table-topping returns, the challenge was to raise Slater’s profile to attract money leaving Invesco in the wake of Woodford’s departure and to position the Slater offering as a go-to destination for investors looking for high performing fund management free of capacity constraints. Our Approach RepComms resurrected the lessons of ‘The Zulu Principle’ to position Slater as the expert and investor-friendly player in fund management. Through a programme of journalist contact meetings, authored comment pieces and top tip columns targeting key media for HNW money savvy investors, RepComms put Slater front and centre for those looking to relocate from Invesco or newly liberated annuities. The Results RepComms delivered widespread coverage across the national personal finance pages, including a number of features in The Daily Telegraph as well as the FT, several pieces in the Times, Daily Mail and Mail On Sunday. Combined with enhanced journalist relations including commentators from the Evening Standard and The Times, Slater reported increased traffic to their website and an up-tick in investment with each new piece of coverage.
Radio Advertising Bureau's 20th AnniversaryJanuary 2016
The Challenge The Radio Advertising Bureau (RAB) celebrated its 20th anniversary with an event for clients, staff and media looking at 20 years of radio innovation from the RAB. The event, which was held at the London’s British Museum, also saw the launch of two new initiatives from the RAB aimed at helping advertisers, media agencies and creative agencies get more from the medium. Our Approach We announced the anniversary and customer event to the trade press, set up a #tag for the event, and then drip-fed news of speakers and developments in the run-up to the event. We worked with the RAB to generate supporting collateral to set-up features with target media in advance of the 20th anniversary event. We wrote up a press release to support the launch of two new initiatives, WeLoveRadioAds app and RadioGauge Predict, and pre-briefed journalists with interviews and supporting images. The Results Superb coverage achieved in all the target trade press, including The Drum, Campaign, Media Week, Brand Republic, Broadcast and Radio Today. Coverage spanned both the anniversary event and the launch of the RAB app and RadioGauge Predict media tool. Features placed included a timeline of commercial radio and its successes, a Talking Heads feature with industry luminaries looking the future of radio and a top 20 radio ads from the last 20 years. We also arranged for the RAB’s Managing Director, Simon Redican, to do an interview with Campaign magazine, which was also supported by a video interview in their online edition.
Digital Crisis CommunicationsJanuary 2016
Reputation Communications were asked to help an SME who develop and build high-spec, luxury accommodation.
The company ran into trouble when developers fell behind with the building schedule. The accommodation was still far from complete with residents expecting to move in in just a few weeks. Realising that the accommodation would not be fit for purpose, let alone live up to its luxury billing, the management company started to put in place emergency measures to mitigate the disruption.
However, as residents began to arrive to discover their luxury apartment was still surrounded by building work, they took to social media to voice their anger and dismay.
What We Did
Firstly, RepComms recommended putting in place robust social media monitoring to identify the key influencers and those most affected by the disruption. Secondly, we suggested the company significantly increase the compensation measures in place to help those inconvenienced by the over-running work. Finally, RepComms recommended stepping-up communications to keep residents informed of the work schedule, ensuring any noisy work was contained within certain hours.
Having identified the ‘vocal’ few on social media, we engaged directly to take the conversation ‘off-line’ and invite them to meet the management team to voice their concerns. A comprehensive compensation package was put together for all affected residents, including cash-back on rent whilst work was ongoing.
Resident’s concerns were heard and acted upon. Social media was used to update residents on progress, details of compensation as well as updates to the work schedule and reminders of when workmen would be onsite.
Finally, a drinks reception and barbeque, linked to a major summer cultural event was also paid for and hosted by the management company. Social media was used to engage directly with residents for input into shaping the occasion. What started with disgruntled residents led to a relaxed, informal event of socializing with neighbours, helping to create a real sense of community.
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