Back Over The Sheugh – Cal Partners in Northern Ireland

This autumn brings a new chapter at Cal Partners: after 30 years on the mainland, Account Manager Alison has returned home to Northern Ireland. She’ll still be supporting her long-standing clients - just now from across The Sheugh*. While Cal Partners remains based in Newcastle upon Tyne, Alison will be working remotely from her new location in County Down. 

Cal Partners is a marketing agency working with professional services firms across the UK and beyond. Our clients include solicitors, accountants, financial planners, consultants, expert witnesses, surveyors and other specialist advisers. With Alison now back on home turf, we’re looking forward to building more relationships with ambitious professional services businesses across Ireland looking to grow. 

Alison returns to her roots 

Reflecting on the past three decades, Alison says: 

I left Northern Ireland in 1995 to study for a Master’s degree at the University of Strathclyde, then settled into working life in the North East of England - first in Durham, then Newcastle upon Tyne. One thing led to another (as it often does), and nearly three decades passed!

In many ways, the North East reminded me of home: the people are warm, the business community is close-knit, and you’re never too far from the coast or the countryside. But there was always that quiet voice in the back of my mind saying, “This still isn’t quite home.

As the saying goes - there’s no place like it. I grew up near Banbridge in County Down, and I’m delighted to be back, closer to family and friends, and within easy reach of Belfast and Dublin via the A1 corridor. Banbridge is brilliantly positioned for working with clients right across Ireland – from Dublin to Derry/Londonderry, Galway to Belfast, and everywhere in between. There’s a real energy in the local business community, and I’m looking forward to being a part of it.

A foot in two worlds 

Alison’s background blends scientific precision with strategic marketing. With over 28 years at Keith Borer Consultants, a leading independent forensic consultancy, she worked as a forensic scientist for 15 years before moving into office and marketing management. For the last seven years, she has also worked for Cal Partners. 

Balancing both roles gave me a unique perspective: I’ve seen how technical, regulated firms operate from the inside, and how important it is to communicate that expertise clearly to clients, prospects and referrers. At Cal Partners, I now help professional services firms do just that - with marketing that’s practical, tailored, and grounded in real sector knowledge. 

What we actually do 

We don’t just talk about marketing - we deliver it, day in and day out, for niche professional services firms across the UK and beyond: 

• Marketing Strategy - No fluff, just focused plans that fit your business goals and your capacity. 
• Content Creation - From blog posts and case studies to thought leadership videos and SEO-friendly web copy, we make your expertise accessible and engaging.
• LinkedIn & Social Media Management - Keeping your online presence polished, professional and consistent.
• UX & User Testing - Our latest service helps you improve websites, portals and platforms using honest feedback from real users (not just internal guesses). 

We also take into account Google’s E-E-A-T framework - that’s Experience, Expertise, Authoritativeness and Trustworthiness. These principles aren’t just important for SEO- they’re the foundation of how professional services firms build credibility online. 

And when it comes to visibility, we consider both Search Engine Optimisation (SEO) and Answer Engine Optimisation (AEO). These days, it’s not just about ranking on Google - it’s about being the trusted answer wherever people are asking questions: voice assistants like Alexa or Siri, image search, “People Also Ask” boxes, and of course, AI platforms like ChatGPT. The goal? Making sure your firm’s knowledge surfaces as the best answer when someone is looking for help. 

Looking ahead 

Thinking about the future, Alison says: 

Relocating has been a big change - but one that feels completely right. I’ve come home with fresh perspective, stronger connections, and a renewed enthusiasm for helping professional services firms grow. Whether you're based in the Republic of Ireland, Northern Ireland or elsewhere in the UK, I bring the same attention to detail, sector understanding and down-to-earth approach that’s always been at the heart of Cal Partners - just now with a better view out the window! 

Let’s talk marketing

Wherever you are based, if you're looking for a marketing partner who understands the world of professional services, we’d love to hear from you. 

📩 Get in touch today: hello@calpartners.co.uk 

*What’s “The Sheugh”? It’s an Ulster-Scots word for a ditch - usually alongside a field or a road, but it’s also used playfully to refer to the Irish Sea. In Alison’s part of County Down, it’s pronounced somewhere between “shuck” and “shook” with a good strong guttural “ch” at the end.