Case Study
Using digital and traditional PR to help grow national insolvency firm
Client:
BWA Insolvency
The Project:
The Challenge
Auckland-based BWA Insolvency is a highly successful insolvency practice specialising in a range of insolvency matters including voluntary administration and liquidation. In 2022, BWA partnered with Scope to help grow the professional services company’s online presence, as well as the profile of BWA’s founder, Bryan Williams.
To do this, we developed a Digital PR strategy to deliberately target SEO keywords that are important to our client. Regular content (blogs and thought leadership articles) supports organic search rankings and we ensure BWA maintains a top spot in Google Ads – so we have Search covered with organic and paid activity.
Our Approach
In addition to our Always On approach, we created a bespoke Quarterly Market Report for BWA. Using their data and insights, we craft the stories around what’s going on with Kiwi businesses facing insolvency issues. The BWA Quarterly Market Report has been so successful, we’ve noticed BWA competitors creating their own versions of it. When released, the QMR always attracts significant pick-up in media outlets.
We also helped refresh the BWA brand with managing the redesign of the new website and digital communications tools.
Results
After the first 12 months of working with BWA, we achieved:
- A total of 97 media mentions with a potential reach of 3,493,990 and an ASR (advertising space rate) of $755,816
- Bryan approached for major TV and Radio interviews about insolvency matters
- BWA ranked within the Top 5 organic search positions for specific keywords
- Nine target keywords in the Top 10
- Increased overall users to the website by 184%
- 40+ quality backlinks in 12 months
Services
About Scope Media
Scope Media is a boutique marketing communications consultancy that specialises in digital PR. The consultancy helps brands gain visibility through the power of authentic storytelling, personal connections and digital insights. Scope Media offers strategic communications, crisis communications and reputation management, community engagement and stakeholder relations, digital PR, media relations and media releases, editorial and special publications, website copywriting for SEO and digital advertising.