Cowens SC

Services: Public Relations

Situation

Cowens SC was an established insurance broker that had undergone a revolution. It had rebranded, realigned its products and positioning and had a new website – but there was a problem – aside from happy clients and referrals, no-one knew about them.

 

Task

Cowens SC turned to bcsAgency to remedy the situation. It tasked the agency with raising the profile of the business and of its key personnel. As well as specifying that it wanted to become known in its own sector, Cowens SC wanted to promote itself in key industry sectors too.

 

Action

Before embarking on any actions, bcsAgency spent time immersing itself in the activities of Cowens SC so that account personnel knew exactly what the broker offered, how it differentiated itself from its competitors and how they could develop key messages. Once complete, a two-pronged media relations campaign was developed to meet the objectives. Press releases to general media and business sector publications focused on the idea that businesses were missing out by not having Cowens SC on board to solve business continuity and insurance issues. bcsAgency also liaised with insurance and broker media to arrange relationship-building meetings.

 

Result

From a standing start and within six months, Cowens SC had coverage that exceeded their expectations. From weekly and daily newspapers and business websites up and down the country, to thought leadership pieces in trade and insurance titles, the name of Cowens SC became well-known. Two major highlights of the campaign include the fact that one of the two directors was featured on the front page on the highly-respected Professional Broking magazine and when the business was shortlisted and won awards in its first time of trying. When Cowens SC launched its online SME service, insure4biz.com, it straight away turned to bcsAgency to handle the PR campaign.