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Background
Lloyds TSB Corporate is a division within the Lloyds TSB Group, one of the UK’s major banks, providing a dedicated service to businesses with annual turnover in excess of £2m. Hare Carding has managed the regional public relations and profile of Lloyds TSB Corporate (LTSBC) for over two years. During that time LTSBC has worked with the Hare Carding team to develop and re-enforce its position as a leading provider of business finance and support in the area.
Project Objectives
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To develop a proactive PR strategy which will re-enforce the local team’s position in the business community and ultimately increase business. |
Our Solution
Hare Carding’s solution was based around a number of tools for meeting the primary objective of raising awareness of the banking services in this specific geographic area.
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This has been achieved,
and is still on-going, via customer case studies
which demonstrate the team’s
banking expertise. In addition to the success stories,
the Hare Carding team proactively generates ongoing
and regular materials centred on regional comment and
business reporting. These pieces are then individually
tailored for specific media titles covering Salisbury,
Poole, Southampton and Portsmouth to counteract the
challenge of media saturation. Careful programme management
ensures good levels of ongoing coverage.
In addition
to media relations and copywriting, the team has
been involved in media awareness training for all
the LTSBC client contacts to improve overall results. |
Results
The secret of this on-going success? A fundamental understanding of the core client objectives and an excellent working relationship, ensuring that the partnership is effective at all levels.
Within the regional press LTSBC has raised its profile amongst other competitors, showing not only depth but also breadth of service.
What our client says:
“Hare Carding works closely with Lloyds Corporate
in my area. We meet monthly and they are very effective
in providing PR in local papers and magazines for us.”
“They liaise closely with our clients helping the PR stories they create
be of good use both to the Bank and the client. Caroline Searle is our main contact
and she maintains very close relationships with my team and external publishers.
She has been very creative in the articles produced for us and local professional
firms have commented on our increased profile in the three years since Hare Carding
has been involved.
“I am delighted with the work done, a boon for us. I know they have made a difference to our success.”
Mark Handscomb, Relationship Director, South Central Area
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