Financial media expert

"The team at Capital B Media have become critical friends, who have helped both me and my business accelerate on the road to our achievements, goals and aspirations, in a timely and fun manner."
Jillian Thomas

  • the brief

    Jillian Thomas engaged Capital B Media to help position her company, Future Life Wealth Management, as the financial advisers of choice for the generators and receivers of wealth in the Sheffield area and beyond. The potential clients include business owners, inheritors, divorcees, widows and retirees. Jillian wanted a particular emphasis on pensions and to be seen as the local expert in pensions advice.  She also wanted to appeal to successful business people in the Sheffield area. Then she wanted to build on the local coverage to gain national exposure, all with the over-riding aim of bringing in more client enquiries and increasing the turnover of the business.

  • the action

    The PR campaign took a two-pronged approach - placing stories in the media and promoting Jillian Thomas in an expert role. We ran one-to-one media training sessions with Jillian to help her become more comfortable in front of a microphone or camera. We also promoted Future Life by placing stories, such as news of staff appointments, in the local business media to raise the company and Jillian's profile with business people. We created other content as well to promote Jillian's 'expert' role. For example videos for a Future Life YouTube channel, which we set up and manage, and photographs and audio for the website or to supply to other media outlets. We helped refresh the website and the monthly e-newsletter, and gained Jillian a regular column in a local newspaper and business magazine.

  • the outcome

    Jillian Thomas has become the go-to expert for many local and national media outlets, with appearances secured on BBC 5Live, BBC Breakfast, BBC Radio 4’s Woman’s Hour, BBC Two’s Newsnight and BBC Radio Derby.  Jillian is also the regular pensions expert on BBC Radio Sheffield. Press releases aimed at local media have gained coverage in outlets including First For Business, Sheffield Telegraph, Sheffield Star, Commerce and Industry, Yorkshire Business Daily, Yorkshire Post, BQ Live, Business Desk and Bdaily. Jillian reports that the increased profile and enhanced reputation of her company has helped the company grow, with significantly increased client enquiries. It has also meant Future Life has been able to take on top quality new employees due to more credibility among potential recruits.