BARWOOD CAPITAL

Growing positive reputation with investors and property industry at large

200%

growth in social media reach

increase in LinkedIn engagement levels

appearances in tier 1 titles

95%

positive stakeholder feedback

We have been working with Ambitious for around five years now and they have become an essential part of our team. Working with us to produce press announcements, long form pieces and social media posts. Their valuable input has seen our social media reach grow with over 200% increase in followers and a 4% increase in engagement on LinkedIn. We’ve also received comments from peers in our network about the fantastic and regular content we are producing. We are looking forward to expanding our relationship with the Ambitious team in the year ahead.

Hayley Gordge
Business Development Manager at Barwood Capital

Mapped audiences, created campaigns, and delivered a multi-channel content strategy to boost visibility, trust, and investor engagement for Barwood Capital

INSIGHT

Barwood Capital (Barwood) is an owner managed business founded in 2009, specialising in UK regional investment and development. Its purpose is to innovate and unlock value, generating strong and sustainable growth.

Barwood achieves this by investing responsibly in UK regional real estate and combining nimble capital with the talents of its exceptional people and experienced partners.

In the autumn of 2021, Barwood sought to boost its profile with investors and SME developers in the wider property community. The business needed to build trust by demonstrating market activity and earning third-party endorsement. It also aimed to showcase its deep expertise and market knowledge.

As a people-driven industry, property also demanded visibility for the Barwood brand and its experts – a challenge that required considered strategic PR support.

AMBITIOUS’ brief began as media relations but quickly evolved into a multi-channel programme that combined news, evergreen content, and thought leadership to maintain a regular drumbeat of activity and build visibility – a comprehensive approach to PR for property development.

IDEAS

The multi-channel programme that AMBITIOUS recommended and quickly set about deploying included:

Using insights from interviews with known investors and desktop research, to conduct a deep dive into Barwood’s target audiences and to understand their motivations, interests and the channels they consume.
Regular quarterly editorial meeting which AMBITIOUS hosts with the wider Barwood team to develop a regular cadence of stories for press and social media. Content produced can also then be used by the Barwood team for direct investor communications as required.
Reviewing how to connect the existing networks of the Barwood team to the LinkedIn content programme.
Planning and scheduling of content for Barwood’s company LinkedIn channel
Aligning the brand with other high-profile players and partners to drive trust through endorsement
Driving the profile of those who speak to investors to show the human side of the business
Announcing milestones including purchase and disposal of properties, progress made on development, acquisition of new tenants, fund launches and Barwood’s growing team to show activity in the market
Developing and publishing thought leadership pieces on a range of subjects from economic predictions through to sector opportunities in later living, commercial, self-storage and multi-let schemes to demonstrate market knowledge and expertise
Proactive media outreach to generate regular coverage in top tier media titles.
Content produced for investor newsletter and across all owned and earned channels
Delivering communications support for Barwood’s ESG programme – a key priority for PR in financial services where trust and transparency are critical.

IMPACT

Output:

Barwood now appears regularly across top tier property media including Property Week, Green Street News, CoStar, Commercial News media.

Barwood is growing its presence in regional media press in relation to specific projects around the country.

The output on LinkedIn is now structured and consistent with content pillars framing the topics covered and giving us focus.

Outcomes:

AMBITIOUS has helped Barwood to grow its follower footprint on LinkedIn by 200% and drive a 4% increase in engagement levels.

Impact:

AMBITIOUS helped to position external communications as a vital tool for driving positive reputation for the business across all audiences.

Anecdotally, the company has received positive feedback from stakeholders about its growing presence and quality of content published, driving positive reputation.

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