Accounting for success at PEM

Challenge

PEM, a long-established chartered accountancy firm based in Cambridge, wanted to build on its strong reputation as a trusted advisor to companies in the region’s key business sectors, as well as corporate and private clients.

PEM was looking for a way to raise its profile and gain media coverage that would highlight the firm’s specialisms, its deep roots in the community and its cutting-edge expertise in matters of accountancy, long-range planning and wealth protection.

Strategy

Mobas recommended a sustained, long-term approach, targeting relevant and influential media read by top business leaders in Cambridge and across East Anglia.

Using its media contacts, Mobas was able to arrange a series of exclusive business features that positioned PEM as experts in specific fields, including technology, owner-managed businesses, charities and agriculture – all key sectors in the region.

In addition, Mobas advised on a strategy to influence the region’s ABC demographic, a key target for PEM’s private client services.

Results

Mobas secured a series in the Cambridge News, showcasing each of PEM’s owner-managed business specialities, including property, family-run businesses, start-ups, tax issues and investment lending. The series ran in the newspaper’s popular Business section, with an ‘Opportunity To See’ (OTS) of nearly 400,000.

In addition, Mobas arranged for PEM to reach out to affluent members of the local community on financial and estate planning issues by negotiating an exclusive PEM money advice page. Over six months, the series resulted in more than 540,000 OTS, substantially raising PEM’s profile in the private client sector.

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