FINANCIAL SERVICES: BANKING
Regionalising Relationship Banking for Allica Bank
About
Allica Bank is a UK-based challenger bank focused on providing banking and lending solutions to small and medium-sized enterprises (SMEs). Established in 2019, Allica combines digital banking technology with personalised customer support to better serve Established SMEs.
The Brief
As a fast-growing fintech, Allica Bank was primed to secure national coverage for its innovation in banking. However, Allica wanted to generate greater awareness within their target customer group of Established SMEs. The challenge of regional and trade media is that they focus on the stories of their audiences, not the vendors supporting them. We had to build Allica Bank’s reputation as more than just bank, but a integral part of the local economy.
Our Work
We worked within two overarching campaign ideas:
1. Develop regional and trade focused stories based on customer cases studies.
2. Develop regional news from national stories by reviewing the data and sharing new insights to hyper-localise the news and make it relevant for regional publications and businesses.
In addition to our primary media relations work, we ran ‘Here is Where the Heart is’, a creative campaign. We championed community events around the country. This regional brand campaign secured global coverage.
The Results
Over the past two years of working together, Rosely Group have secured 750+ pieces of media coverage for Allica Bank globally. By consistently pitching and building relationships with targeted media, the Bank now receives 35 quality media mentions per month.
The stories we land are of real importance to SMEs across the UK, including case studies of how Allica has supported business just like them to grow and scale, or insights and commentary on financial matters that directly affect their business. The Bank’s regional relationship managers consistently receive inbound new business opportunities due to commentary and articles the prospective client read from Allica in a media outlet.
While we have made a splash with mentions in international titles such as The New York Times, our steadfast focus is on building relationships with key regional press and trade titles which is why we have a Average Quality Score of 2.4 (of 3).
“The last few years have been transformational for Allica Bank and the decision to bring in Rosely Group at this stage in our journey is an obvious one. Their network, contacts and partners are precisely what we were looking for in our consumer agency of record and they clearly understood our customer and our vision.”
