The Context
Baker Tilly Mooney Moore, based in Belfast, provides accountancy and business advisory services to clients in the private, public and voluntary sectors, including many of Northern Ireland’s most innovative organisations.
Bounce Culture is a team of creative industry facilitators passionate about empowering people to connect with their “Inner Rhythm,” which they define as activities that encourage happiness daily, increasing productivity.
Baker Tilly Mooney Moore had a desire to build their brand awareness within new audiences, showcasing their expertise and industry knowledge. With this in mind, Arts & Business NI introduced them to Bounce Culture, who could provide a creative solution…
The Solution
Following this introduction, the two organisations collaborated, with matched funding from A&BNI, to develop thought leadership podcasts to showcase their expertise to new audiences in a creative and engaging way.
Organisations are operating in a challenging environment with pressures on finance, people and efficiency. With this in mind, the partners decided to build on their initial success by co-producing further thought leadership podcasts from industry experts, designed to provide support and advice in these key areas.
Podcast themes included Organisation Design, The Structure of Companies, Financing, and Talent and Engagement, topics relevant to all sectors from private companies to global organisations, charities to small businesses. The topics have a longer term ‘lifespan’ and will be relevant for several years, increasing return on the investment. The podcasts were conversational in style rather than scripted, still communicating the message but promoting the merits and art of conversation.
The podcasts enabled BTMM to raise awareness of their brand locally and globally, through the Baker Tilly International network as well as various professional accountancy bodies.
Given the highly transferable nature of the knowledge discussed in the podcasts, the content has also proven to be of interest to the wider business community. This has helped to further build the firm’s brand with peers and prospects.
“We were delighted to receive support through the Investment Programme for a second year. Working with our talented Arts Partner, Bounce Culture, we developed our successful podcasting series. Building on our first year, we focused on high performing organisations. Covering areas of relevance to all sectors and with guest contributors and a conversational style, these resonated with audiences. They have been a very valuable asset. Working with an arts partner really brings a new dimension both to our thinking and outcomes. It has been a truly remarkable experience, a real partnership.”
John O’Rourke, Partner, Baker Tilly Mooney Moore
“Our partnership with Baker Tilly Mooney Moore has boosted confidence in our ability to maintain authenticity while entering market areas we would not have otherwise considered. Diversifying content creation to continue reaching new audiences cannot be underestimated during these challenging times. The great thing about the High-Performance series of podcasts is how applicable they are to the creative sector as well. Sharing them through our channels surprised and reassured our audience that challenges faced in the private sector are just as pertinent to local arts & community organisations. “
Kwa Daniels, CEO, Bounce Culture
