Promoting a Top 50 law firm regionally and nationally

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Promoting a Top 50 law firm regionally and nationally

The Challenge

Byfield was instructed by Top 50 law firm Hill Dickinson’s Business Services Group to position it as one of the leading commercial law services in North West England, highlighting the firm’s growing commercial presence nationally, especially in London. The firm was well known regionally but wanted to expand its reputation to the national scale. It also wanted to maintain and grow the awareness of its regional expertise.

The Byfield Difference

Working closely with the Hill Dickinson marketing team, Byfield crafted a bespoke communications strategy that delivered on the Business Services Group’s marketing objectives whilst feeding into the narrative of the wider firm. We ran a workshop to identify the driving PR key messages teams wanted to relay to their target audiences – which include existing clients, prospects and referrers – via the media. By regularly generating commentary opportunities, we delivered coverage in widely-read national publications, such as Forbes, The Sunday Times and Financial Times as well as regional coverage in North West media such as North West Business Insider – all the while showcasing Hill Dickinson’s transactional activity and successes and demonstrating the depth and breadth of its offices. We also unified Hill Dickinson’s external communications with its internal communications to ensure the firm acts as a cohesive, authentic whole.

The Results

Byfield’s effective positioning of Hill Dickinson not only meant the media regarded Hill Dickinson’s Business Services Group as the go-to, informed opinion and thought leader, but it also meant we secured over 124 pieces of coverage in our first year of working with the firm. The national and trade media coverage we gained was also instrumental in generating an increased awareness of the services the Business Services Group offers and the individuals within it.

22 October 2020 | Eugenia Verenko

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