In June 2017, we were appointed by insolvency practitioners, Poppleton and Appleby to handle the management of the PR and social media to raise the organisation’s profile following the merger of Manchester-based Poppleton & Appleby with Brook Business Recovery based in Huddersfield.

Poppleton and Appleby specialise in providing professional advice to a variety of businesses, individuals, their advisors and funders to help them manage financially difficult situations to help them navigate the best way forward.

The Brief:

Alongside our remit to deliver ongoing PR and Social Media management we needed to, first of all, create a new website which would be able to host a range of insightful content which would provide visitors to the site with the ability to navigate the site with ease.

One of the main things to consider was that most visitors would be visiting the Poppleton & Appleby site in distress and be looking for answers. Therefore it was crucial that the website aesthetics and functionality demonstrated professionalism but at the same time a human and compassionate approach.

Regulatory criteria in terms of its content also needed to be considered as part of the website development.

The approach:

Working with our trusted website development partners, we successfully project managed the development of Poppleton & Appleby’s website from start to finish taking over from a web project which had stalled by another agency to identify the best approach to menu structure, layout, style navigation and content.

After the frustrations experienced during the previous development phase, we ensured that the client was informed at every step of the project and clearly understood the different phases of the project to ensure that all stakeholders were clear of expectations.

The outcome:

The result was a website which was developed quickly due to the excellent levels of engagement between all stakeholders meaning that Poppleton & Appleby were not offline for long.
Poppleton & Appleby’s new website clearly demonstrates the business as a trans-pennine practice which is big enough to undertake large scale requirements but small enough to care.
The website is clearly laid out enabling visitors to clearly identify the services available and includes clear and concise case studies and testimonials. While, the ‘Your Questions Answered’ section makes it easy for visitors to understand the language used within the insolvency industry, which is often half the challenge!

A ‘sticky menu’, was used to ensure that no matter how far down the user scrolls down the page, the menu is always visible, ensuring ease of navigation. Strong “calls to action” feature within the menu and throughout the website making it as easy as possible for visitors, who are often in a distressing situation, to get in touch.

As part of our ongoing marketing support, we are responsible for researching and writing blogs for the website, which provide insightful, informative content which supports SEO.

The stats: 

The website only launched in late December, using a brand-new URL. However, the website has been well received and stats are demonstrating it is performing better than the separate organisations previous websites.

We’ll continue to monitor its performance and update when we can.

The feedback:

This is a project that we have really enjoyed working on. The Poppleton & Appleby team immediately put their trust in Wild PR, engaging proactively with us to ensure we met their expectations.

Commenting on working with us, Charles Brook, Partner at Poppleton & Appleby said;

‘’It was important that our marketing partners had experience of working with a professional practice and the capacity to readily understand the sometimes complex vagaries of our industry. We knew it was going to be a long journey once we got started and getting off to a flying-start was fundamentally important.

Wild PR proved to be a breath of fresh air for our website project. The team, especially our Account Manager, Laura and MD, Katrina, didn’t jump to conclusions; they didn’t rush to hook us in, they took a long, considered look at what we said we wanted and came back to us with a proposition that immediately made sense. It was clear that this was the team that could deliver on the brief.”

Keep an eye out for the PR activity we’re currently undertaking for Poppleton & Appleby which has included press coverage in the Daily Mirror, Daily Mirror, This is Money, bDaily and much more…

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