Long-standing client WestBridge had an especially busy end to 2020.
As well as successfully completing exists from two portfolio companies and appointing a new investment manager, it invested £12.8m in Bolton-based Aptus Utilities.
This was especially satisfying as it marked the firm’s second deal in the north west since opening a Manchester office in September.
As well as organising photography, which is always a challenge when trying to get everyone associated with a deal in the same room at the same time, we post such news items on the WestBridge website – which we designed and built last year – and on their social media channels.
We also write, design and distribute regular newsletters for WestBridge, who must be applauded for the meticulous management of their database – evidenced by extremely high open rates; no bounces; and no reports of spam. It really does make our job much easier.
In addition to the above, we are also tasked with securing regular media coverage for WestBridge. As you’d expect, this always dovetails with their strategic objectives and is therefore always influenced by where they are in their fundraising cycle.
Securing coverage in the private equity and corporate finance press is always a constant part of our brief. However, at other times – typically when they have just completed a fundraise and have money to invest – we will be targeting publications read by management teams and professional advisers in order to attract interest from companies seeking investment.
At other times, generally leading up to a fundraising period, we’ll be keen to secure profile in titles ready by institutional and high net worth investors.
Some of the coverage we generate will be ‘hard news’ – reporting on transactions and new recruits. At other times, we will secure opportunities to submit by-lined thought leadership articles and pieces that contain useful advice.
WestBridge is a perfect example of a company that uses PR and marketing to strategically support its commercial objectives. It works. And you know who to contact if you’re after private equity investment!