Using expert insights to boost profile

Bibby Financial Services is a leading funding partner to over 7,000 businesses in the UK, advancing more than £24 billion since 2010. Bibby asked us to reinvigorate their existing PR activities and make their media engagement, content and customer case studies work harder for them. 

As the largest independent invoice finance specialist in the UK with decades of experience, Bibby was not getting the recognition it deserves in national and international media.  Our brief was to position Bibby Financial Services as the independent business funder of choice, create strong and engaging content and manage relationships with global, national and regional media to generate coverage.

After an in-depth review of Bibby’s existing research and insights, we created the new and improved SME Confidence Tracker.  We took over ownership of writing the full report, distilling newsworthy insights, and developed infographics working closely with a design agency to ensure all materials were consistent with the Bibby brand and message.  The findings of the tracker are now regularly reported and tracked in The Mail on Sunday, thisismoney, and the Daily Telegraph.

We have also taken the strong, straight-talking opinions of Global CEO David Postings to create a regular drumbeat of commentary in key national press read by the UK SME audience, with headlines achieved such as “Crowdfunding 'could be the next bubble to burst': Warning as peer-to-peer sector lends £507m in a quarter” and “SMEs relying on friends and family for survival, says finance specialist.”

Since our partnership, Bibby Financial Services has consistently ranked second in media share of voice on a three month rolling average, up from fifth before we started working for Bibby. In January and April 2016, Bibby surpassed all competitors, coming first in share of voice. We are now looking to grow Bibby Financial Services’ voice in important policy debates examining how to support small businesses and their significant contribution to the UK economy.

Not content with media coverage, we have also developed weekly blogs for David Postings and Bibby Financial Services, which are now read by trade association ABFA and wider influencers. We developed all customer case studies to be featured on The Daily Telegraph’s website, as part of Bibby’s media partnership, showcasing growing British businesses, such as Ripmax, Turtle Wax and Morris Furniture. 

Hill & Knowlton Strategies Search