Rensburg Sheppards

Case study: Rensburg Sheppards in Liverpool

The issue: Rensburg Sheppards is one of Liverpool's most-established investment management firms, but it was agreed that there was a significant job to do as for many years the business had been reluctant to court the media. Consequently, it had a limited profile in the city and across the region. In addition, there was a widespread perception that investment management was a somewhat reserved, stuffy and male dominated industry and low awareness of what it actually involved. Rensburg Sheppards wanted to challenge these stereotypes, while educating the market and reaching young professionals.

The objectives: In 2007, Rensburg Sheppards' objectives included:
· Raising brand awareness across Liverpool, Merseyside and the North West
· Demystifying the notion of investment management and creating trust among target audiences
· Distancing Rensburg Sheppards from the stuffy and inaccessible image of stock broking
· Helping increase the Liverpool office's annual funds under management

The results: A series of PR tactics were utilised to secure regular print, broadcast and online exposure for Rensburg Sheppards. Establishing a strong relationship with the likes of BBC Radio Merseyside (the most listened to BBC Radio outside of London) enabled us to secure a series of regular platforms for key personnel and effectively communicate the expertise and personality inherent in the Rensburg Sheppards team.
· 46 cuttings generated in target media across Liverpool, Merseyside and the North West
· Almost 3 million people read about Rensburg Sheppards in 2007
· £122,931 of press coverage was generated
· Generated 512% return on the initial PR fee investment

Following a successful campaign in 2007, Paver Smith has been retained for 2008 and has been briefed to provide Rensburg Sheppards in Manchester with PR support.