Professional Services firm Prosperity Advisers CEO chooses Taurus for financial PR
Building brand awareness in a saturated market
Award-Winning Financial Services
Award-winning Chartered Accounting and Financial Planning firm Prosperity Advisers was referred to Taurus by a longstanding associate. Our brief was to build brand awareness of a mid-tier accounting and wealth advisory firm as well as repair a former media relationship that had turned sour through a misunderstanding and was affecting SEO.
The Challenge
The challenge was to move the journalists’ perception from negative to neutral and then to create a positive relationship. The journalist in question was a respected commentator in a key Tier 1 publication.
CEO and founder Allan McKeown was also seeking a no bull approach to leverage his expertise within the company at director level and build the employer brand to attract talent.
This meant building and establishing robust relationships with key media influencers who were heavily focused on the big four accounting firms that usually dominate the press.
Taurus spearheads strategy towards a 180-degree media turnaround
Strategic Three-Phase Approach
The first step was to take Allan through the Taurus Bullseye™ session, setting the appropriate media strategy for an 18 month period. From this session, we put into action a 3 phased approach.
Phase 1 focused on restoring negative perception to neutral; Phase 2 on introducing Prosperity Advisers to key media and Phase 3 on building and expanding the efforts and relationships from Phase 1 and 2.
This was shortly followed by comprehensive media training where we workshopped key messages, outline statements and set boundaries. The Taurus team then presented this to the Directors to ensure they understood the strategy and content needed to fuel the PR engine. Practical media training combined with personal branding tips were paramount in drawing out Allan’s integrity and demonstrated the reasons behind past misperception. The strategy has resulted in a 180 degree in the media’s perception.
Taurus uses the Taurus TopicBubble© to widen media interest
Taurus believes in capturing journalist interest based on merit and value of content. The team at Taurus maintained an open dialogue about Allan and Prosperity with key journalists, keeping it conversational by sharing details of Allan’s admirable efforts in the community outside of work.
This provided extra depth and insight so that in the eyes of the media; Allan is more than just a ‘finance guy’. Allan understood having his voice heard and community stories created a multi-dimensional image of him in the eyes of the media and his target audiences.
Rome wasn't built in a day and neither is a genuine relationship
Throughout the process, we managed Allan’s expectations and encouraged him to continue to attend and invest in relationship meetings with the media. Taurus also worked towards educating the partners that long-term investment reaps lasting rewards.
We built the Prosperity Advisers brand not only through the CEO and founder but by expanding their share of voice using the staff and Directors as spokespeople, building their brand and their expertise.
Having the recognition and respect of key financial and business publications has increased Prosperity Advisers profile, employer brand and validated their expertise, positioning Prosperity Advisers as a trusted voice in the financial advisory market.
A systematic approach to media introduction
Under Phase 1, Taurus set up a series of relationship meetings with the media to lay the foundations of trust and understanding between Allan, his Directors and his customers. Targets were divided into business, small business, regional and industry verticals such as medical and dental media publications.
Each phase had specific KPIs. Within four months, we were generating positive media coverage across all targeted sectors.
In 18 months, Allan’s relationship meetings with journalists propelled him and Prosperity Advisers as the go to commentators in the media, securing press mentions alongside the big four.
Today, Allan and his Directors have built strong personal relationships with key media, who often reach out to them directly or via Taurus for industry related interviews, commentary and thought leadership articles.
“Taurus has been a great asset for us to be able to secure media coverage and build connections with industry media in a meaningful way. I have always found the team to be responsive, strategic and to offer advice and ideas when it’s needed. They have always been there to assist when we needed it and are supportive during tight deadlines and equally understanding of our internal processes.”
– Anne Adams, Prosperity Advisers
What Taurus did for Prosperity Advisers
- Taurus Bullseye™ PR strategy
- Media relations
- Recovered brand from negative to neutral to recall in 18 months
- Media training
- Developed wide media networks
- Taurus Profile®
- Set 3 phase PR strategy
- Defined positioning and key messages
- National press and TV coverage
- Helped educate Directors on side
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