Strategic communications
Increase share of voice
Objective
A leading UK financial services group appointed JPES to strengthen its media presence within the UK DB and DC pensions market, to ensure its leadership position was better reflected in its share of voice compared to its competitors.
Approach
We conducted an in-depth media audit, engaging with senior national, personal finance, and institutional journalists to assess perceptions and experiences of working with the firm.
Using these insights, we developed a targeted media engagement strategy to elevate the group’s proactive share of voice. The approach included bespoke research for consumer media on critical topics such as the UK’s gender pension gap and auto enrolment among lower-income earners.
Additionally, for pensions-focused media, JPES conceptualised and delivered tailored initiatives, including exclusive media events and the development of a DB climate pensions tracker.
Result
As a result, the group’s media visibility increased substantially within key target audiences, with overall coverage significantly rising year-on-year. Following this success, JPES was further entrusted with enhancing the profile of another part of the business, expanding its visibility among institutional clients.
