Equilibrium

Roland Dransfield have really helped us step things up and have supported our own in-house team with wider reaching media relations and networking opportunities. We’ve been able to increase our visibility to our target audiences through the press, key introductions and a strategic approach to communications. We’ve already seen new business from this and are making great headway into new geographical areas such as Manchester City Centre.

Gaynor Rigby, Managing Partner

Question

Equilibrium Asset Management is a wealth management business based in Wilmslow and Chester that has experienced exponential growth. Equilibrium now manages more than £700m worth of assets for more than 850 families, primarily based in the Cheshire area. To help Equilibrium achieve their desired growth plans they wanted a new PR partner and strategy that would help them to become the dominant market leader in terms of share of new assets under management in the regions in which they operate, as well as gaining business from clients who live / work in Manchester City Centre.

Create

The Roland Dransfield team created a strategy that was closely aligned with Equilibrium’s growth strategy.

As well as influencing positive and compelling headlines in broadcast and national media there was a focus on winning attention in regional and trade press titles.

The campaign we created was designed to achieve the following:

Establish Equilibrium as the leading financial and investment management expert with high net worth individuals and professional service firms across the North West region
Generate online and print press coverage with an effective mix across local, national and trade press
To increase brand recognition in Chester, the Wirral and North Wales and particularly also in Manchester city centre

Deliver

We delivered a campaign to support the growth strategy, increasing the Equilibrium client base to include higher net worth individuals with portfolios of more than £2m. We also focussed on communicating the Equilibrium offer to a younger audience across a wider geographical reach, with focus on Manchester City Centene.

We launched and delivered Equilibrium’s Social in the City events – an exclusive, invite-only event, for high-net-worth business people, introducers, influencers and media. These events not only attract potential clients but also embed the Equilibrium brand in Manchester ensuring it is part of the city centre corporate scene.

Analyse

75 press cuttings to date
9 million people reached on and offline
ITV News exclusive secured