Reputation
- A leading law firm in the defendant insurance market appointed Byfield to help construct and implement a framework to deliver its marketing and sales operations function to assist in meeting ambitious growth targets.
Counsel:
- We believed that a multi-faceted, multi-channel content-led approach, with firmwide and practice-specific outputs, was the best way to increase brand awareness to key segments of their target market. We divided content streams into six workstreams across two categories: brand (overall firm capabilities, corporate identity) and thematic positioning (subject matter experts, practice-level expertise) to drive content using both non-digital and digital channels. We then consulted with internal stakeholders to craft a series of messages, outlining the proposition for each of the key markets.
Building:
- Byfield implemented the creation of working groups for each of the workstreams, which we then led with the input from the leads for each target market, in-house personnel and other service providers. These groups were then able to develop and integrated content plan across the calendar year. This ensured a consistent and regular stream of content across each workstream, targeted specifically at each target market.A significant element of the early stages of the marketing function takeover was ensuring that the firm’s re-brand, which saw the firm move from a traditional to a more digitally driven law firm, was promoted effectively with the implementation of their new website. Both successfully carried out and promoted via both digital and non-digital channels. Byfield managed to achieve this resulting in a smooth launch, an associated digital campaign which received high levels of engagement and numerous pieces of coverage being generated. Moving beyond the strategy development phase, Byfield would deliver media relations, digital support (incl. advertorial & SEO optimisation), and content creation services.