ST JAMES’S PLACE FINANCIAL ADVISER ACADEMY

Driving profile for company career podcast

10million+

campaign reach

articles showcasing the new podcast

backlinks to The Switch podcast

127

average monthly podcast downloads in 2024

AMBITIOUS have been transformational in our approach to content development and distribution. With their expertise, we’ve been able to showcase the value of a career in financial advice to untapped audiences.

They’ve unlocked new opportunities for us to get our messaging in front of new eyes, resulting in increased engagement in our podcast and wider lead generation, helping us hit our corporate targets. Plus, they’re a delight to work with – responsive, creative, and experts in what they do. Thank you to the team (in particular Elli, Chloe, Helen and Joe) for all your support.

Hannah Steiner
Social Media and Content Consultant, St James’s Place Financial Adviser Academy

Developed and executed a strategy to enhance the podcast’s reach by securing earned media coverage and driving listener engagement among audiences considering a career change.

INSIGHT

St James’s Place Financial Adviser Academy (SJPA) needed to expand the reach and visibility of its new podcast to its target audience of career changers and potential students.

‘The Switch’ is a career-change podcast that shares the remarkable career journeys and transformations of some of the most extraordinary individuals across the UK, hosted by Gee Foottit, Senior Manager at SJPA.

The podcast features varied perspectives including a TEDx speaker (Dr T), entrepreneurs (Rowan Morrison), financial experts (Rob Gardner), Olympic athletes (Annie Vernon), and authors (Gail Muller) which appeal to multiple different sectors and demographics.

This effort called for tailored, strategic PR support to amplify visibility, ensure message relevance, and connect meaningfully with SJPA’s key audience segments.

Audience:

The Switch’s key audience segments included:
Potential SJPA graduates
Career changers

IDEAS

AMBITIOUS’ role was to boost listener metrics and brand affinity through the placement of backlinks within earned media coverage, helping the podcast reach wider audiences of people considering a career change.

To deliver measurable results, AMBITIOUS created an integrated content approach that turned the most engaging insights from The Switch into targeted, media-ready stories.

Extracted guest insights and developed tailored media pitches for specific verticals — such as finance, education, and lifestyle — ensuring each story had a natural connection to the podcast content.
Leveraged the background and sector expertise of each guest to tailor outreach across media verticals — drawing on AMBITIOUS’ expertise in PR in financial services, education sector PR, and professional services PR campaigns to maximise impact.
Applied a storytelling approach to highlight guest journeys, making each feature relatable and shareable while embedding backlinks to individual podcast episodes.

IMPACT

Inputs

Developed compelling targeted media pitches for each story
Created thought leadership content from the insights of podcast guests
Used a storytelling approach to highlight guests’ expertise and build audience connection
Established ongoing media relationships
Implemented a strategic backlink placement strategy

Outputs

Secured 33 total pieces of coverage
Reached 10,342,300 people with stories from The Switch

Outcomes

Average domain authority of 43 across all coverage
Secured 29 backlinks to The Switch

Outtakes

Major national coverage with Hello! magazine (DA 78)

Impact

Significant boost in podcast awareness
2024 average monthly podcast downloads – 127

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