A new partner meant that a Law Firm gained expertise that they had, until then lacked. The firm decided that they needed to develop market presence, educate and build relationships with potential clients.

The Campaign:
• Informed targeted individuals that the firm had expertise in Employment Law
• Encouraged interaction with individuals and organisations that have an interest or requirement for service.
• Market education; to raise issues surrounding Employment Law.

In addition the campaign provided:
• Increased visibility, awareness of the firm’s capability.
• Improved profile – developing the company as a ‘thought leader’.
• Database building.
• Viral e-mail activity.

Effectiveness:
• 163 e-mails were opened and read by a database containing 444 individuals.
• 120 White Papers were downloaded and read.
• 3,501 individuals opened the ‘link’ email and 340 followed the link to the registration page.
• Database grew from around 440 to over 850 in 16 weeks.
• Of the individuals reading the e-mails, over 50% clicked through to get further information., managers at 63% opened and read e-mails.
• The firm built its reputation for excellence in matters relating to employment law. The partner obtained a list of potential new clients.