Campaign: Cashflow – The Curse of Jobbing Contractors
To raise awareness of Exchequer Accountancy in the construction industry, positioning them as thought leaders through targeted trade media communications and email marketing.
Web backlinks secured in all online coverage
Coverage achieved in leading titles in the plumbing, electrical trade and heating industries
increase in organic traffic to the site
open rate for email marketing campaign
Exchequer Accountancy provides accountancy services and advice for small and medium sized enterprises that operate predominantly in the construction industry.
Exchequer wanted RMS to put them on the radar of construction industry workers through strategic media relations and email marketing – agreed as our two key routes to market.
Direct approaches were made to editors at the key trade construction titles to introduce Exchequer and secure interest in a thought-leadership advisory piece about managing cashflow.
Alongside this, we also drafted, designed and managed the distribution of an email marketing campaign to a targeted list of construction industry workers to promote Exchequer’s Construction Industry Scheme (CIS) expertise.
Our activity resulted in four long-form thought-leadership pieces in national construction trade magazines, both in print and online.
Backlinks have featured in all online articles and every piece of editorial is bylined by Victoria Delafaille, Director of Exchequer which enhances the firm’s credibility and positions Victoria as a recognised authority in this specialised field.
Another three thought-leadership articles have been secured in key plumbing and building industry titles. Our media relations activity is also leading to requests from journalists for editorial contributions and comments for features throughout the year.
The email marketing campaign about the Construction Industry Scheme secured an open rate of 26% (compared to an industry average of 15%) and led to many calls to Exchequer from potential clients.
Since adding fresh content to the website, we've seen a 44% increase in organic traffic to the Exchequer Accountancy website.
Our work continues.