Case Study
Helping to win new clients for a law firm that specialises in fighting for the victims of injustice
Project – Raleys Solicitors, of Barnsley, has been the leading law firm in South Yorkshire for mineworkers’ personal injury claims for 120 years, but after the severe contraction of the industry and the approaching conclusion of a series of massive compensation schemes for miners and ex-miners suffering occupational deafness, vibration injuries and respiratory diseases, the firm needed significantly to expand its activities in other sectors of the legal market in order to replace an impending sharp decline in income, and to try to safeguard jobs among its 200 staff.
Raleys had no track record in marketing itself, and now wanted to promote itself more actively as a full-service law firm meeting the needs of all individuals in its community, and also to promote its growing experience, dedication and skills in handling claims for the victims of injustice on a wider front, especially concerning work-related asbestos diseases, unfair dismissals, and for negligence claims against the medical profession.
Audiences – All members of the public in Barnsley and the South Yorkshire region, plus numerous professional referal sources, and the staff of the firm.
Campaign – Nexnet devised and implemented a programme of communications to present the firm through local newspapers, television and radio as:
- Dedicated to standing up for the victims of injustice
- An outspoken and enthusiastic voice of authority in all its areas of expertise
- Successful in achieving victories for the weak against the powerful
- A valuable, caring and responsible member of the local community
- A keen and generous supporter of worthy, community projects
- A trusted, multi-service, local law firm, meeting all the needs of the individual
- An employer of integrity and social responsibility
Nexnet maintained a rolling programme of news and feature submissions to the target media, and trained partners in the firm to give broadcast-media interviews. Nexnet researched and presented case examples of the success of individual departments of the firm, commenting on legal issues, and promoted the extensive community work of the firm and its staff.
Results – In the first year of the campaign, from a zero base, the campaign:
- Achieved 170+ print-media cuttings
- Reached a combined audience of more than 10 million readers
- Recorded equivalent advertising value of £169,574, and PR value of £500,000+
- Secured 11 local/regional radio interviews/news items and one national radio interview reaching 6 million listeners
- Secured two regional TV news interviews on the BBC
Now every month new clients contact the firm citing “media reference” as the referal source.
Budget – £80,000 per annum
10 REASONS TO CHOOSE NEXNET
Specialists in raising profiles through news media
•
Eighteen years of reliable, high-quality service
•
Seasoned professionals – you deal only with experts
•
Reputation for long-lasting client relationships
•
Experience working on leading consumer brands
•
Operate at board level in organisations large & small
•
Help for young, aspiring businesses to grow fast
•
Major issues and crisis management expertise
•
UK-wide client base served from our Leeds office
•
Great testimonials from satisfied clients
Find out more at Nexnet right for you?