The task: Appeal was appointed to manage the proactive and reactive media activities for professional services, restructuring and insolvency specialists Begbies Traynor Group across Yorkshire, The North East and Scotland.
The approach: Appeal has introduced new communications systems to enable the positive management of inward and outward media liaison, particularly surrounding insolvency and business administration.
The four-strong account team is now effectively an extension of the firm’s Manchester-based marketing department, working across three defined geographic regions with dozens of target media.
As well as managing the media relations surrounding numerous new business case studies each week, a rolling programme of journalist contact is delivering improved business coverage and ‘expert comment’ positioning across the North and Scotland.
Results to date: Appeal has delivered significant increase in profile and, crucially, it has improved the accurate reporting of administration and business failure appointments. The campaign typically delivers in excess of 10 times monthly costs in equivalent advertising value media coverage and very high control of complex key messages.