glr
CASE STUDY: SUCCESS BREEDS SUCCESS FOR OUR CLIENTS
PUBLIC RELATIONS
Q.
A.
What do people think success looks like? Do they think they’ll achieve it and have they got a plan
to do that?
Our campaign for leading accountancy and financial advice firm, Mazars LLP, helped answer these
questions and got people across the UK talking about their version of success.
GLR Public Relations created the Mazars’ Success
Survey to put financial planning in consumers’ minds
Our approach
SURVEY
E SUCCESS
UT
IMISTIC ABO
AREN’T OPT
SFUL
NG SUCCES
3 10
out of
37%
26%
NS TO
MAKING PLA
WE’RE NOT
ust
WON’T
WILL
eve
they won’t achi
e people think
ess
r idea of succ
SUCCEED
for how
made plans
adults have
essful in life
g to be succ
they’re goin
AGE 35-44
AGE 25-34
AGE 45-54
AGE 55+
%
8% 26% 20
2
%
4
3
%
8
4
5 47 49
38 41 4
AGE 18-24
Have a plan
Have a plan
Have a plan
Have a plan
Have a plan
Our results
Media relations secured widespread
national and regional press coverage
to raise awareness of Mazars’ private
client business. Mazars is a Top 10
accountancy, audit and advice firm in
the UK. They asked us to help them
understand what differentiates their
proposition in the private client
marketplace and devise a campaign
that would highlight the relationship
they have with their clients.
The campaign started with
consumer research to identify what
people consider as signs of success
L BASIC
CURRENT FULN
GHT
STATE PENSIO
O HAVE SOU
ADULTS WH L RETIREMENT
and discover how many have a plan
NA
PER
PROFESSIO
ADVICE
0 WEEK
PLANNING
.3
9
1
1
£
in place to achieve their version of
11%
NNING?
success. We used the research as
IREMENT PLA
RET
OF
TS
BENEFI
WHAT ARE ARE
the basis for a White Paper that
delved into planning for success,
savings, protection and retirement planning.
Age to have
ess’
achieved ‘succ
Age to have
ess’
achieved ‘succ
Age to have
ess’
achieved ‘succ
Age to have
ess’
achieved ‘succ
Age to have
ess’
achieved ‘succ
ances
nt
use of tax allow
imises your
me in retireme
post-tax inco
ement / Max
imises your
s for your retir
needs / Max
Sets clear goal
opriate to your
appr
egy
stment strat
Creates an inve
We supported the White Paper with a news story, infographic and
social media content to get people talking about success, engage
with the brand and download the White Paper.
We discovered people have different ideas about what ‘successful’
looks like and how you get there. For some it’s about money and
status, but we found that isn’t the case for most of us.
Our approach
Although wealth is often regarded as the sign you have made it,
seven in 10 UK adults reckon being happy is the real benchmark.
Less than a fifth of respondents said being a millionaire shows
you’re doing well – however, over a quarter said being charitable
is a true indicator of prosperity.
Somewhat shockingly, the survey also found less than a third of
Brits have some kind of plan in place to actually achieve success.
Only one in 10 people have used a financial professional to help
them plan for a successful retirement – although four in 10 said it
was something they would consider.
The result of our analysis, news
generation and infographic? Coverage
across the UK and a huge leap in
brand awareness for our client:
Press coverage appeared in The Sun,
The Daily Star, The Daily Mirror, The
Daily Express, The Scotsman, The
Yorkshire Post, The Express & Star,
The Western Daily Press, Economia.
com, Sunderland Echo, Northampton
Telegraph, Executary News, Bucks
Herald, Crawley Observer, Warwick
Courier, Lancaster Guardian,
Buckingham Today and 5 other
regional titles.
BRITS’ TOP
10 SIGNS O
F SUCCESS:
1. Being
happy
2. Being
healthy
3. Being
financially
secure
4. Being
debt free
5. Achievi
ng your ca
reer
aspirations
6. Feelin
g fulfilled
in life
7. Being
able to reti
re early
8. Ownin
g your hou
se outright
9. Having
a balanced
work /
family life
10. Having
a happy m
arriage
Our results
The results of our number crunching
15m
audience in the
press
60+
pieces of media
coverage
1: 11.5
ROI
t: 01943 851 311 e: [email protected] w: glrpr.co.uk
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250,000+
audience on
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