Friendly Expertise

Hillier Hopkins

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Task

Hillier Hopkins LLP, an experienced regional accountancy firm with offices across London and the South East, appointed us to build awareness of their range of services amongst Owner Managed Businesses (OMBs) that had reached a certain size. Our task was to persuade business owners to switch from their existing accountants, but first we needed to identify the likely triggers and key considerations.

Insight

When companies are incorporated they tend to choose a relatively small, local accountancy practice to manage their books and tax returns. However, as their businesses grow and change, so too do their advice requirements, which is often beyond the scope and expertise of their local accountancy firm to provide.

Solution

We positioned Hillier Hopkins as the ‘Friendly Experts’, offering the perfect transition opportunity to those business owners who are in need of specialist advice, but who also want to deal directly with a partner or senior expert at their chosen accountancy practice.

The creative solution required us to research, coordinate and photograph all 26 of the firm’s partners over a three-day shoot in two locations, involving more than 60 props!

This enabled us to deliver the Hillier Hopkins proposition in a unique, differentiated and memorable way to new prospects. In a series of engaging images each partner was shown as an expert in their field, but also as a real person, with hidden talents and interests which spanned the spectrum from Olympic triallists to Jellyfish enthusiasts.

The campaign involved a phased direct mail push, as well press and digital advertising, supported by a redesigned brochure, and a cosmetically improved website. The tone of voice throughout was friendly, welcoming and professional.

Results

The campaign has been well received and has generated a great deal of buzz in the local area. One of the regional adverts, that featured partner Jonathan Franks as a budding guitarist, was re-tweeted over 2,000 times, and favourited over 2,200 times!

The DM also prompted a fantastic response from the target audience, strengthening the prospect base and delivering new client enquiries for the partners to convert.

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