Taurus attracts new audiences for premium independent financial services company
Life Sherpa is a solution to the financial challenges facing all of us in today's fast-moving world
The Life Sherpa Story
There is a fascinating story behind its ethos and creation. Sir Edmund Hillary and Sherpa, Tenzing Norgay, conquered Mt Everest, the world’s highest mountain, on May 29, 1953. In the case of Sir Edmund Hillary, he had such large hands, they swallowed the friendly hands of those who congratulated both him and his trusted sherpa companion. Decades later, the spirit of the sherpa to guide and support is reimagined by Vince Scully, founder of Life Sherpa, which in today’s modern world is providing much needed independent online financial advice and support.
In April 2021, Taurus accepted a brief to tell the unique Life Sherpa story to a wider audience with an extensive PR campaign that recognised its role in making financial advice accessible to everyone.
Financial Communications campaign breaks new ground
Initial Skepticism
It was evident from the beginning that management were sceptical that an agency could deliver on key performance indicators. In 12 months those doubts were cast aside and Taurus greatly enhanced the company’s visibility in the marketplace and in media circles with over 100 pieces of media coverage.
The Taurus team used the Taurus Bullseye™ methodology to develop an integrated communications strategy for Life Sherpa.
Expert Leadership Positioning
This task was enhanced by the fact that Vince Scully is a dynamic character and published author with more than three decades in the financial services sector. Vince is well regarded by his peers as the ‘go to guy’ for wealth management and financial advice.
The media warmed to his honest advice as they realised the company is not owned or licenced by any bank, insurance company or super provider.
“Life Sherpa have seen numerous examples of the Taurus strategy methodology driving enquiries and attracting new prospects.”
– Vince Scully, founder, Life Sherpa
Media breakthrough with high-profile appearances
ausbiz Interview Success
A highlight was Vince’s guest appearance on ausbiz, Australia’s revolutionary financial news platform (co-founded by Kylie Merritt and David Koch), with an interview focused on ‘Helping Young Australians Get their Life in Order.’ Vince hit a chord with the media explaining “It’s about sharing the knowledge of the journey and getting to your destination.”
Developing the brand to attract new prospects
Taurus placed significant emphasis on extending comms outreach to enhance the online brand awareness and reputation. This involved finding new ways to communicate to both existing and prospective stakeholders to add and extend the ‘personality’ of the brand.
The Taurus personal branding expertise through Taurus Profile™, positioned the experts behind Life Sherpa via thought leadership articles across the media landscape as well as creating tailored content.
Media reaches total audience of millions in one quarter alone
Across mainline (28%), business (18%), lifestyle (18%), podcast (9%) and finance (27%)
Taurus created growing interest in Life Sherpa, pitching a wide range of angles to the media. In one recent quarterly period, total audience reach was 33 million across mainline (28 per cent) business (18 percent) lifestyle (18 per cent) podcast (9 per cent) and finance (27 per cent).
Life Sherpa use Taurus Social© media expertise
The Taurus team were keen to maximise the brand’s online presence and created a social media strategy and regular posts.
Life Sherpa has a growing audience on different social media channels. This is already showing promising results as engagement with key influencers provides leads to new business opportunities.
What Taurus did for LASHD
- PR planning and strategy
- Achieved widespread coverage
- Widened audience reach
- Personal branding Taurus Profile™
- Thought leadership
- Engaged with key associations and influencers to increase the number of followers on social media
- Built brand awareness/recall with key media
- Taurus Social©
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