As part of an ongoing PR brief, Souters discovered that Director Chris Langrick had a passion for financial education in the young, knew it was generally under-resourced and was keen to get involved in doing something about it. Souters knew that the right association in this area would not only meet an urgent need in society for better skills, but would help differentiate the Langricks accountancy brand regionally and nationally, building awareness and contributing to growth targets for the firm.
What we did
We researched the financial education sector and found huge gaps in provision in schools, eventually coming across a national charity with a small educational arm already working in schools but desperate for more funding. DebtAware is the education arm of the national charity Debt Advisory Foundation which provides free and impartial debt advice to anyone worried about loans, credit and debt. DebtAware was established to offer school children the chance to understand how to manage money to try to prevent them from getting into debt in the future. They are working in 160 schools in Lancashire.
Souters got in touch with the Education Manager at the charity Brian Souter (no relation!) to find out more. It was a perfect fit for both parties. Langricks adopted them as its charity of the year and the firm has started a programme of fund-raising and awareness-raising activity to demonstrate the value of early learning with money. To launch the association the firm partnered with pupils from Euxton Primrose Hill Primary school in Chorley, who were filmed showcasing the benefits of Money Skills for Life. The video was uploaded to the Langricks web page on a new area of the site dedicated to the campaign, recommended by Souters. This was supported by a series of news releases targeting regional, national and sectoral journalists and social media support to drive awareness of the issue and Langricks new involvement. To kick off the fund-raising there was a Charity Golf Day organised at Shrigley Hall in Macclesfield. Pop up banners were created as further collateral and an e-newsletter was developed to keep supporters, clients and introducers informed.
At the heart of the campaign was a pledge from Langricks to:
- To raise enough funds to help develop a DebtAware team in Cheshire and Yorkshire – so minimum 160 schools in each county – by 2023
- To mobilise its network behind the issue to do more quicker
- To talk to other interested parties to look at ways in which we can bring pressure to bear on government to create space in the primary school curriculum to make the teaching of money management mandatory
The results we helped generate
- At the first fund-raising event Langricks raised £3300 for the charity to kick start its efforts in building a Money Skills programme in Cheshire
- We attracted over 60 people to the event from influential financial backgrounds who were introduced to the charity’s work, Langricks campaign and were helpful with intros to local schools (as Governors and Parents)
- The launch generated coverage in nine local Cheshire publications – in line with the wider PR brief for Langricks – reaching over 22,800 people with a suite of pix from the video used to amplify the impact on page.
- Chris has been invited to co-host a stand with DebtAware at the national Talk Money 2018 conference in London in November.
- At its height, engagement on social media was the highest for the firm to date with some tweets earning 1200 impressions and 37 engagements and quadrupling overall monthly tweet impressions from earlier in the year to 7000+.
- The activity played a part in increasing traffic to the website during the launch period
- The ongoing charity association is providing a long-term pipeline of great content around money skills for kids tapping into a national news agenda which will encourage engagement and help build Langricks’ commercial profile