Evelyn Partners: Raising awareness of rebrand in the South West
Our client Evelyn Partners is a leading UK wealth management and professional services group, created following the merger of Tilney and Smith & Williamson.
Empica has worked as the retained PR agency for the firm’s Bristol office since 2017, strengthening its PR presence in the South West and ensuring that national campaigns are communicated effectively within the region.
So when the group announced it would be consolidating its brands under the new Evelyn Partners name, we were ideally placed to get the message out regionally and ensure a joined-up PR approach.
What we did
We worked closely with the firm’s London communications team to make sure the new brand identity was rolled out successfully across the South West and that messages were consistent.
The campaign formed part of our ongoing PR support which has enabled the firm to maintain a strong regional profile during significant milestones such as the recent rebrand and previous merger. The campaign used the following PR tactics:
Media relations
We targeted the regional business and lifestyle media with newsworthy stories that raised awareness of the new name and the range of professional services offered by the Bristol office.
Using our excellent contacts in the regional media, we also secured thought leadership opportunities which helped to position Bristol partners as expert business commentators and reinforced the new name.
Digital content generation
We boosted the firm’s content on digital channels by repurposing editorial such as press releases and turning it into blogs. This was shared by fee earners via individual LinkedIn accounts which boosted their professional profiles.
Other promotional opportunities
To support the editorial effort, we also liaised with key media about advertising opportunities and publicised events sponsored by the firm under the new brand name.
Media training
Empica provided expert media training to ensure partners in the Bristol office had the skills and confidence they needed to maximise print and broadcast interview opportunities.
Outcomes
The ongoing PR support that we have provided since 2017 has enabled the Bristol office to punch above its weight in PR terms, in a highly competitive market. Our work regularly exceeds the agreed KPIs and has had a positive impact on the firm’s business development activities in Bristol and the wider South West.
By working in lockstep with the London marketing and communications team, we have ensured that national campaigns - including the firm’s rebranding in 2022 and previous merger - were communicated effectively to target businesses, individuals and referrers across the region.
The press materials we issued to announce the rebrand resulted in widespread publicity in the regional media which was crucial to raising awareness of the new identity.
Nigel Hardy, managing partner of Evelyn Partners in Bristol, said: “I’ve been delighted with the way Empica has handled our PR requirements. They always provide thoughtful, relevant and speedy advice, their written output is first class and they work seamlessly with our national communications team, which is vital for a business with multiple offices.”