ALBERT GOODMAN

Executed a media relations campaign to broaden regional focus and position the firm in national discussions on taxation and sustainability.

132

positive media mentions

18%

share of voice against national competitors

53%

positive sentiment

100%

client satisfaction

We remain impressed with the results that AMBITIOUS was able to deliver in 2024. Albert Goodman has evolved a great deal over the course of the last 18 months or so, so ensuring the right narrative and messaging has reached our target audiences has been key to our overall marketing efforts.

We look to form strong partnerships with the businesses we work with in the region, and AMBITIOUS is always on hand to collaborate and provide consultancy wherever it’s needed. After a really successful 2024 campaign, we’re excited to see what 2025 has in store as we embark on a new programme of activity targeting further growth.

Robin Clempson
Marketing Director at Albert Goodman

Developed and implemented a media strategy that expanded regional visibility and positioned the firm as a key voice in national debates on taxation and sustainability.

INSIGHT

Albert Goodman is a leading independent firm of chartered accountants, tax consultants and financial planners, operating across the South West. The firm works predominantly with owner-managed businesses and their advisers to enable success and make a positive difference. Albert Goodman has been helping businesses prosper in the region for over a century and it remains proudly independent.

The firm enlisted AMBITIOUS’ services to help support wider Albert Goodman marketing goals during a period of rapid growth.This included a tailored PR strategy aligned to its core values and long-term ambitions.
Albert Goodman wanted to achieve a broader regional focus across its evolving network of offices, rather than just Bristol.
It wanted to feature within media as part of macro and national issues important to the firm, such as taxation, estates and sustainability – supported by a storytelling-led content campaign designed to engage its core audiences.

Audience:

Start-ups/scale-ups
Owner-managed businesses
Large companies
Firms ready for mergers and acquisitions

IDEAS

AMBITIOUS set about tailoring a series of tactics including a combination of news announcements, such as key appointments and initiatives as well as thought leadership placement within leading business, vertical and regional media.

This included a focus on PR in financial services to highlight Albert Goodman’s specialisms and amplify its position in relevant sector media.
AMBITIOUS’ also publicised a series of new office openings, including new flagship premises in Bristol and a new location in Yeovil.
Passionate about ESGafter becaming a B-Corp last year, AMBITIOUS set to work to ensure an authentic narrative for Albert Goodman and that messaging resonated with key media.
Support also extended to industry awards submissions and proactive press office activity including news hijacking opportunities around events like the Autumn Budget – a prime example of corporate comms for professional firms in action.

IMPACT

Over the course of 2024 alone:

Outputs:
- 132 pieces of coverage were secured
- A total circulation of 108,173,000.
Outtakes:
- 38% percent of coverage secured contained backlinks and 45% of coverage was also shared by the publication on social media.
- 80% of coverage appeared in Tier One Media and average domain authority of coverage achieved over the course of the year was 57.
Outcomes:
- 52% positive sentiment versus 48% neutral was also secured.
- No negative sentiment appeared in the press over the course of the campaign.
Impact:
- At the end of the campaign period, Albert Goodman had 18% share of voice against a key competitor set made up of predominantly larger firms with a national network of offices.

AMBITIOUS is now in the midst of a new programme of activity for 2025/26.

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