B2B PR • FINANCE, PROFESSIONAL SERVICES

Unity Trust Bank

Marking 40 years of social good

MISSION:

Unity Trust Bank’s mission is to create a better society, with its distinctive ‘double bottom line’ strategy balancing impact with profits.

Working as its dedicated press office since 2019, our remit sees the delivery of a comprehensive B2B PR strategy that is designed to secure high-quality press coverage, promote Unity’s values-led approach, and position the bank as the preferred partner for ethically driven organisations across the UK.

2024 marked the bank’s 40th anniversary, providing an opportunity to amplify awareness of its commitment to responsible finance, further establishing Unity as a leading voice in the increasingly vital conversation around ethical and sustainable business practices.

Approach:

Unity’s 40th anniversary was the cornerstone of our PR strategy, creating a consistent drumbeat of news to build brand awareness. We successfully secured more than 400 pieces of coverage directly from key company announcements throughout the year - including the bank’s record-breaking annual results, national accreditations, and the launch of the inaugural Unity Impact Grants.

Further highlighting Unity’s commitment to relationship-led banking and its UK-wide network of sector experts, we sourced 25 thought leadership and expert comment opportunities for spokespeople in target trade press. These insights featured across a range of trade publications, from early years to higher education, and charities to community pharmacies, with the aim of establishing credibility to prospective customers in target sectors.

Our multi-pronged approach also encompassed customer case studies, to directly showcase the scope of support and impact created by Unity. Celebrating the stories of both lending and deposits customers, we brought the bank’s proposition to life through engaging copy and eye-catching photography, delivering a package of high quality content to target journalists.

HIGHLIGHTS:

Designed to celebrate Unity’s 40-year heritage, reach new audiences and place ethical finance firmly on the news agenda, our strategic PR plan achieved record results.

Totalling 474 pieces of coverage, 2024 saw an uplift in results of +62%, with a significant increase in national reach by +59%. We reached a combined circulation of 267.3m readers and attracted an estimated 5.7m online views.

This was driven by targeted distribution of press releases, the production of specialist thought leadership articles, and pitching of reactive commentary in response to the fast-moving news agenda - from a new Labour government to the Autumn Budget announcement.

Our comprehensive PR support also included the production of web articles, award entries, advertorial features and proactive social media management.

Unity’s milestone year exemplifies how strategic B2B PR, executed by an experienced PR agency, can support in engaging new audiences and elevating brand reputation.