Best city communications 2014 Article icon

Best

Internal communications officer

University of East Anglia

Capita Asset Services is a specialist business that provides asset administrative services, including share registration, treasury services and shareholder communications. But the technical nature of its behind-the-scenes business means that Capita Asset Services has a very low public profile.  

In an effort to get itself noticed by potential new clients, such as companies embarking on an initial public offering (IPO), Capita Asset Services appointed Teamspirit PR to position the business as the sector experts.

For Teamspirit, this meant looking beyond company announcements to create data-led  news stories from scratch that would resonate with financial journalists, who would fight for space on the crowded City pages.

Teamspirit opted to promote Capita Asset Services’ research capabilities and to build upon its flagship UK Dividend Monitor, a quarterly publication launched five years ago that provides a comprehensive analysis of dividend trends.

Other research projects were launched, including FTSE 100: Amassing the Cash, an analysis of the volume of cash accumulated by FTSE 100 clients, which sparked a debate in FTfm on effective asset administration; IPO Performance, a review of stock market performance post IPO, which triggered further analysis from Cass Business School; and Private Investor Watch, which analysed the behaviour of private investors.

The UK Dividend Monitor was taken one step further: a model was developed that calculated dividend payouts by individual listed companies, sub-sector, sector, index and whole-of-market over time. Millions of data points were analysed.

A targeted media approach was taken. Alerts were sent in the run up to each release, with embargoed press releases being made available on request. Special bespoke analysis was provided for journalists considering a different angle.

Over the past 12 months, Capita Asset Services has appeared in more than 500 articles across the media spectrum, including 100 national news items. The bulk of this coverage focused on the UK Dividend Monitor, which has featured in national print articles more than 80 times, including front page coverage on several occasions in the Financial Times and City AM.

Capita Asset Services’ research is now regularly used by the Bank of England, the Pensions Regulator, financial institutions, potential clients and more than 2,600 registration and share plan clients.

‘This was a creative approach to an otherwise dull topic,’ said the judges. ‘This was a good use of research to create relevant and interesting information.’