SME funding specialist Aurora Capital has appointed Manchester-HQ’d marketing communications agency Jam to deliver a strategic social media programme designed to elevate brand awareness and engage business decision-makers across key sectors including construction, e-commerce, recruitment, healthcare, hospitality and wholesale.
Aurora Capital said it needed a partner capable of cutting through the highly regulated and competitive financial services market’s often corporate and formulaic messaging. Jam will reposition the brand’s social presence with a more confident, human approach – using insight-led storytelling to build trust, credibility and recognition among SME audiences and beyond.
With a limited existing social footprint currently, Jam aims to reshape Aurora Capital’s organic and paid social activity, placing particular focus on LinkedIn as a key platform for reaching business decision-makers. The strategy will centre on authentic, people-led content designed to demystify SME funding, challenge category norms and position Aurora Capital as a knowledgeable and approachable partner for growing businesses.
The initial work is intended to lay the foundations for long-term lead generation by building a stronger, more engaged audience while increasing visibility and trust ahead of future full-funnel marketing activity.
Jaime Gee, managing director at Jam, said: “Financial services is one of our core areas of expertise, so we know first-hand how difficult it can be for brands to stand out in a regulated and often conservative space. Our focus is on helping Aurora Capital show up with clarity, personality and authority – turning complex financial services into content that’s genuinely engaging and easy for business owners to connect with.”
George Holmes, co-founder of Aurora Capital, added: “Jam’s strong track record within financial services immediately stood out. Their ability to combine strategic thinking with creative storytelling makes them the perfect partner as we build a stronger digital presence and grow awareness of the Aurora Capital brand among SMEs.”
The appointment further strengthens Jam’s portfolio of financial services clients, which includes the likes of North West-based challenger bank Raisin UK, and reinforces the agency’s expertise in delivering strategic communications that build brand reputation and drive sustainable business growth.
