The challenge
Regional accounting collective Sumer aspired to being recognised in the broader accountancy sector, keen to leverage news that it had reached a commercial milestone – £100 million turnover – just one year after launch.
Sumer also wanted to publicise the amazing service it offers SMEs, and to highlight the finance skills of its 1,000+ employees. Brand positioning work was also required, to create a consistent identity for Sumer as client-centric, dependable, approachable, and a champion of community-based businesses.
The solution
Sumer’s distinctive brand position and a communication strategy were developed by The Think Tank in early 2024.
Once agreed, a PR campaign was executed, highlighting the impressive turnover and employee stats. Sumer becoming a ‘Top 15’ UK accountancy firm, after operating for just one year, was also factored into the messaging.
Tier one business titles, national media and broadcasters were targeted with a press release, as was the accountancy press and SME and investment-focused titles.
To secure maximum impact, PR activity was interlinked with the broader business objectives and marketing endeavours.
Regional hubs were provided with a comprehensive PR and comms toolkit and guidance, to participate in regional campaigns and support the nationwide activity.
The results
Sustained media relations activity raised awareness of Sumer and its leadership team, positioning the company as a disruptive force for good within the accountancy sector.
The campaign secured news coverage, profiling interviews and thought leadership and commentary opportunities – 46 pieces in one month. Highlights included two interviews in Accountancy Web, an interview in Accountancy Today, and a regular column secured for CEO Warren Mead, in Accountancy Age. Coverage is ongoing as we move from the launch to creating a thought leadership profile for the Sumer leadership team.
“The launch went smoothly and had a strong impact. We were particularly pleased with how our messaging – some of it quite nuanced – came through loud and clear in the media coverage. We’ve seen more people contact us off the back of the launch. Thanks for your swift grasp of our needs, and the help and support over the past six weeks. It’s been very much noticed within the business.”
James Taylor
Chief Client Officer
Sumer
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