Butler Sherborn - case study

Background
Butler Sherborn is a property and land management agency with four offices in the Cotswolds and an associated office in London.

The Challenge
LawsonClarke was appointed in 2004 to launch the firm’s fourth office, its new headquarters in Cirencester. In addition, we were required to create a PR campaign that would position Butler Sherborn as the agency to go to for informed opinion on property and land issues in the Cotswolds, with increased media coverage, particularly in the national press, important.

The Solution
We recommended the strap line ‘Butler Sherborn, the Cotswolds property specialists’, should be used in all PR activities. A photograph showing the firm’s partners holding a large sign depicting a typical Cotswolds scene stating: ‘Sold on the Cotswolds’ supported the launch press release. Information about the firm (including new brochures), the partners and useful background on the region, along with three properties for sale at that time (representing different price brackets) were included in the launch media pack.

One specific property (priced £4.75m) presented a special story and this was used as the ‘hook’ for the property press; a way to obtain coverage about the launch of the firm’s fourth office and consolidation in the region, while featuring an exciting property.

Ongoing PR: the on-going PR campaign involves the steady supply of properties for sale and market comment to local/regional and national press, plus proactive and reactive PR.

The Results
Media coverage relating to the launch of Butler Sherborn’s fourth office spanned local/regional and national press, including TV and extensive radio coverage.

LawsonClarke’s ongoing PR campaign has continued to achieve excellent media coverage locally, regionally and nationally, with this including exclusive features in quality newspapers and consumer/lifestyle magazines.

Butler Sherborn is recognised by many, including key property press, as an agency that is highly specialised in its field and the firm to call for property market comment and properties to feature.