Chetwood Financial: Executing a cohesive, integrated brand-building strategy
Chetwood Financial is a UK-based digital bank offering innovative, customer-focused financial products and services, alongside specialist buy-to-let mortgage options. Based in Wrexham, the company prides itself on speed, ease of use, and competitive rates.
Although Chetwood Financial operates as the main banking entity, it also manages individual product brands: SmartSave, LiveLend, and ModaMortgages. This structure presented a unique challenge: Chetwood needed a PR strategy to enhance the visibility of these brands and their offerings while improving its own corporate profile as a digital bank.
We crafted a comprehensive PR strategy that effectively linked Chetwood’s individual brands to the overarching Chetwood Financial name. Our goal was to elevate the entire group’s reputation and increase recognition for each brand within its specific market.
Our approach included detailed market research to identify and address key issues and trends in personal finance. This research was vital in positioning Chetwood and its brands as thought leaders which truly understand the financial challenges faced by their customers. We used these insights to develop content that resonated with the target audience, ensuring Chetwood maintained a credible and influential media presence.
We also focused on providing timely and impactful reactive comments for Chetwood’s founder and spokesperson. These comments were crucial in covering significant financial stories, such as inflation data and interest rate decisions, keeping Chetwood at the forefront of media discussions.
In addition to managing proactive media relations, we supported Chetwood through several communications crises. Our responsive and careful handling of these issues helped mitigate any negative impacts and preserved the positive perception of the brands.
Our efforts resulted in 297 pieces of coverage secured in 2023, with an additional 300 pieces in the first half of 2024 alone, achieving an estimated 12 million views. High-profile coverage included prominent mentions in The Telegraph, Daily Mail, Evening Standard, The Express, and a range of regional and finance publications.
As our ongoing partnership with Chetwood continues to thrive, we look forward to further building on our successes and driving even greater results together. The effectiveness of our PR strategy has been clearly demonstrated, and we are excited about the future of this collaboration.
Hector Johnston Stewart
Account Manager
About the author
Hector joined CRC as a communications executive in 2021, having previously held PR and comms roles at companies in the UK and the Middle East. Since arriving at the company, Hector has worked with clients from the finance, tech, property and hospitality sectors. His responsibilities include liaising with clients and journalists, generating content, and working with the accounts team to provide input on messaging and strategy.
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