What we helped with

Media relations


The client

Bethan Customs Consultancy provides clear and practical advice, as well as training and on-going support to businesses in relation to customs compliance and supply chain requirements.

 

The brief

Since Nicola Alexander established Bethan in 2015, the firm has experienced huge growth. Now numbering 5 members of staff, the team supports clients, both local and national, across a wide spectrum of industry sectors.

Nicola felt that the time was right to make a concerted effort to raise the firm’s public profile. She was keen for us to heighten awareness not just of the business itself, but also of Bethan’s distinct brand values, to all stakeholders. Press coverage was identified as a key factor in achieving this, highlighting the firm’s successes and strengths, not least of which is their staff who have years of experience and expertise in their own fields. Nicola also wanted to drive traction on their social media pages, so the two elements would work in tandem.

 

The work

 Brand development

True to our ethos of ‘starting at the end’ Eilidh and Pauline spent time doing the groundwork with Bethan. It was crucial for us to understand Bethan’s aims and objectives, as well as their story, personality and values, so that we could weave this messaging through everything we do.

 

Press releases and features

 Our first piece of work was a press release about the huge growth of the business, highlighting the latest appointment who had joined Bethan following a very distinguished career with HMRC. Accompanied by some newly commissioned photography, the press release enjoyed extensive coverage, from industry specific websites to national newspapers.

We subsequently issued a press release about an internal promotion for one of the Bethan team to a newly created post – the result of new contracts and increased business.

We liaised with Bethan and the Federation of Small Businesses (FSB) to draft a Q&A for publication in the P&J’s Small Business Focus, which also appeared online.

 

Thought-leadership

 We have worked with the Bethan team to draft two thought leadership pieces so far. The first, which was featured in the P&J’s Business pages, centred on the value to businesses of applying for Accredited Economic Operator (AEO) status.

 

The coverage

We have concentrated on generating coverage in the North-east, particularly in the P&J, as Nicola has identified this as a key publication for targeting potential clients and influential figures in the industry. However, Bethan’s stories have been picked up far and wide: from websites with an international readership such as Oil and Gas Vision, to national newspapers such as The Scotsman.

Nicola and her team are widely regarded as the authorities on all things customs related by those in the know. Our aim with the thought leadership pieces was to spread the word more widely, establishing a position of trust between potential clients and collaborators and Bethan.

 

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