Promoting exceptional chartered accountants

Brief

Established in 1983, Perrys Chartered Accountants operates seven branches in London and Kent. To promote its exceptional service and help establish its growing presence in the capital, Perrys enlisted the help of PMW and its comprehensive marketing capabilities.

Overview

During its time working with Perrys Chartered Accountants, PMW has provided the business with a wide range of marketing solutions. Our work has included PR, events, branding, design, web development, advertising, copywriting and social media.

Why PMW?

With a full suite of creative services at its disposal and a proven track record of delivering successful outcomes for financial services clients, PMW was ideally positioned to provide Perrys with the marketing it needed.

Results

During 2017/18 alone, we achieved the following PR for Perrys:

 
132 pieces of media coverage
27.05 in PR coverage for every £1 spent
2605 return on PR value investments
844 PR value

PMW has secured coverage for Perrys Chartered Accountants in a variety of national, regional and trade outlets:

Making headlines

As a central part of PMW’s marketing strategy for Perrys, our PR service encompasses many facets.

PMW has carried out a series of national surveys on a range of topics including wills, inheritance tax, and tips and gratuities. The data collected from the response to these surveys has helped shape newsworthy press releases that have gained national coverage, as well as providing valuable business insight for the client.

We also craft expert articles and reactive commentary on public interest financial stories such as the Budget or changes to buy-to-let legislation. Thanks to our media connections, the coverage these pieces secure in a host of respected publications has increased awareness of Perrys, and helped position it as a source of authority in the financial sector.

This content is supported by a regular series of accounting blogs written by PMW’s knowledgeable copywriters, focusing on a variety of related industries, from property to hospitality. As well as demonstrating the company’s range of expertise, these articles help to provide a steady stream of content for its website, which also benefits its Google ranking.

A night to remember

Part of our marketing strategy for Perrys includes events.

PMW created the annual event entitled The Exceptional Awards. This saw Perrys recognise the outstanding work of Kent-based organisations and individuals.

PMW planned and managed the awards from beginning to end, including booking venues, and organising guest lists, invitations, and catering. We also wrote scripts for the presenters, and produced videos of the finalists in each category, which were shown during the ceremonies.

In addition, PMW organised Exceptional Encounters, a series of exclusive events featuring guest speakers with exceptional experiences to share. Open to current and potential clients of Perrys, the events offered opportunities for networking and business development. Again, we managed all aspects of the events, including the provision of a questionnaire, the results of which were used to generate leads for future business.

A logo with history

PMW provided Perrys with an extensive rebrand focused on modernising the visual identity of the company while retaining its core essence.

The colours, fonts, iconography and imagery presented a look to match the high level of performance and value that Perrys’ customers have come to expect. Together they formed a collective visual metaphor for the company’s positioning statement: Exceptional as Standard.

The illustrated wren that accompanied the logo was a recognisable symbol of the company’s energy and sociability. By modernising its image and incorporating it into a new logo with a bolder version of the font, we retained a connection to the company’s past while communicating its vision for the future.

Looking good

Using the new branding, PMW’s studio team produced a wealth of printed and digital marketing material for Perrys including:

Advertising – eye-catching and informative advertorials for a range of lifestyle and news publications.

Customer guides – high-quality printed literature providing expert guidance on subjects such as inheritance tax and buy-to-let.

Office stationery – compliment slips, note pads, letterheads, envelopes and pocket folders helped create a unified visual corporate identity.

Business cards – tastefully designed to reflect the company’s exceptional service.

Office signage – large-scale window graphics, polished stainless steel signs, swing signs, and fascias, for use in the company’s various offices.

Tax data cards – printed fold-outs containing useful tax information for customers to take away.

Perimeter boards – for eye-catching advertising during sporting events.

Roll-up and pop-out banners – for use at events and exhibitions.

Social media imagery – mobile-friendly profile images for Facebook, Twitter and LinkedIn.

Online accountability

PMW built an attractive and highly functional new website for Perrys to update the company’s online presence.

Utilising the new branding, the site’s modernised appearance and streamlined structure provide an improved user experience while actively communicating the high-quality service on offer.

The site is user-friendly, with a sophisticated look and feel, and contains all of the information necessary for visitors to understand and enlist Perrys’ services. With an accessible content management system, the site can be easily updated by the client to keep content fresh and help improve visitor engagement and search ranking results.

Financial status

PMW’s social media team manages Perrys’ social accounts across various platforms.

We create a regular series of posts on LinkedIn, Facebook and Twitter, sharing the company’s latest news and expert advice. This activity has helped to build awareness of the Perrys brand and to promote the company’s work and expert accounting services.

The team also runs successful social media advertising campaigns, targeting potential customers and issuing calls to action. This is an effective way to attract businesses to a specific branch or point of contact, such as a property tax specialist.

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