Steele Raymond is a leading firm of solicitors based in Bournemouth, with a top-ranking commercial team. Its exceptional team provide a highly valued, personal service to wide range of business and individual clients. Seeking to leverage and grow its position as a Top Tier (Legal 500) commercial law practice, the firm appointed McKenna Townsend in 2014 to develop and deliver an integrated marketing campaign to launch the company’s newly created branding and website and to drive home its top tier positioning.
With core objectives to position Steele Raymond at the heart of commercial law in Dorset, to raise awareness of its new branding and to ultimately drive enquiries to the new website, the agency initially facilitated a series of marketing and communications workshops with the Steele Raymond senior partner team, to tease out the key differentiators which really sets Steele Raymond apart from its competitors. Armed with a number of these core selling propositions, the agency set about devising a strong advocacy-led creative campaign, featuring both new and long-standing Steele Raymond clients.
This campaign was then developed as an integrated communications programme, using B2B and consumer press and outdoor poster sites to carry the messaging to the target audiences, and a regular flow of news and thought leadership comment. To provide a point of focus for the programme, an exclusive evening event was organised to officially launch the new website, branding and messaging campaign.
A successful advocacy-led campaign – “The Steele Raymond difference” – created real standout and positioned Steele Raymond at the heart of commercial law in Dorset.
Website enquiry levels and business referrals from intermediaries increased significantly.
The launch event was attended by over 200 leading local business people, contacts and staff, and social media engagement substantially boosted website enquiries.
The campaign was widely covered and talked about, with 100+ pieces of coverage generated in the first year alone, with ‘top tier’ and advocacy positioning coming through very strongly and over 4.5 million opportunities to see and hear the firm’s key messaging.