Aldermore, a specialist lender and savings bank, has appointed communications agency TVC Group as its content and social agency to support its mission to help small business owners seek and seize opportunities.
TVC is working with Aldermore to develop an overarching content and social strategy as it continues to disrupt the market by offering an alternative approach to banking. The agency is leading support by creating a fresh brand campaign approach across social channels to connect with customers and drive curiosity among prospects.
In February, Aldermore started rolling out a new brand inspired by the bold, enterprising spirit of its customers in a bid to attract its key audience of ‘go-getters’.
TVC is breathing life into the new brand through digital initiatives, including The Edit, a content hub they designed and built to house curated content for customers, prospects and brokers. It is presented as a lifestyle magazine and is packed with editorial, films, imagery and infographics using a peer-to-peer tone and approach.
The Edit features six channels: spotlight (customer stories); perspective (opinion pieces); insights; pulse (industry and corporate news); useful guides and tips for SMEs and a broker channel.
“We want to reinvent the relationship entrepreneurs, the self-employed and SMEs have with their bank and build a community of like-minded go-getters," said Pamela Brown, Aldermore Bank's marketing director. "We are committed to backing those people who want to seek and seize opportunities and this investment in our digital strategy, and particularly The Edit, gives our customers something of value they can engage with.
“There are nearly five million self-employed people in the UK who have been bold enough to create work for themselves and we need to support and encourage them every step of the way.”
Group managing director of TVC Group, James Myers, remarked: “We’re really excited to be working with a challenger bank like Aldermore and know our work will help them become even more of a disruptor in a sector which was long overdue a shake up.”
TVC has developed a rolling calendar of evergreen content for The Edit in an aim to significantly boost traffic to the Aldermore website.
In addition, the agency is supporting a paid partnership Aldermore has with The Guardian Small Business Network, producing thought-provoking digital content for an SME audience.