CHALLENGE

A major software and financial company needed to gain ground on its competitors in the tax and accounting space.  As is often the case with global companies, the needs of the local marketing teams had been lost against the global priorities.  GingerPR was asked to help create a localised UK PR campaign to drive up its visibility in the debate around the digitising of HMRCs tax processes and the impact this was going to have on businesses with a particular focus on finance, tax and accounting professionals.

APPROACH

As an expert in its field, the company had lots of great white papers and blog content related to the changes taking place around HMRCs Making Tax Digital plans.  As the company was already behind the curve, in PR terms, compared with competitors, a two-prong approach was developed.  The first strand was to start turning existing content into thought leadership pieces that could be placed immediately in key media titles in the accounting, finance and business press.  The second strand was to work with the team to build a programme of proactive news stories that would talk to the challenges accounting professionals were facing, and primary sentiment research in the community.

This gave us a campaign that was focused on using what was immediately available to hit the ground running, and had no dependence on customers or product news.

OUTCOME

By creating a programme combining re-purposed existing content, fresh thought leadership research and two surveys, we made significant inroads into a highly specialised and focused UK sector.  Over 40 pieces of coverage were generated in the first 12 months, reaching an audience of 6 million.  All tier one press met with subject matter experts to build relationships and this led to the placement of no less than 19 thought leadership articles, that we created.