The problem
Berwin Leighton Paisner wanted to reclaim space the firm historically owned as thought-leaders in legal business strategy and legal services innovation. They wanted to underline the firm?s key credentials (central to its 2014 strategy) for Innovation, Client-centricity and Quality as well as engaging and connect with students and Newly Qualified (NQ) lawyers to showcase BLP as an engaging and innovative law firm
The Solution
Legal Week devised a multi-platform solution for BLP to connect with this audience through multiple touch points throughout 24 month – this included a bespoke content hub hosted on the Legal Week Website, print and online advertising, awards sponsorship, a survey and video content.
The bespoke content hub on the Legal Week website is the main crux of the package and where we integrate Legal Week content and BLP content, targeted to a younger legal audience (students & NQs)
The focus was on building a two-way conversation with this group, so creating a centralised platform where this audience could connect with the firm, through reading relevant, interesting content.
The package also included BLP bespoke questions within our annual Student Survey. This response and data gave the firm a better understanding of how they were currently perceived by students, so helped shape the content to host on the hub.
Sponsorship at the British Legal Awards was also included as part of the campaign to promote the firm and highlight it as an innovate thought leader in the industry to its peers and not just the younger audience.
Legal Week continues to promote the site through social media, email alerts and run of site online adverts
The Result
Legal Week and BLP have successfully grown an engaged group of student & NQ readers to the content hub page.
The hub has had 5,448 home page views since June 2014 from 3,992 unique users
The hub has been visited by users from all of the UK?s top 10 law firms, 37 of the UK top 50 law firms and 36 of the global top 50 law firms, equating to 21% of all registered user visits.
The page has been viewed by students from universities including Cambridge, Oxford, York, Warwick, Birmingham, Bristol, BPP, Nottingham Trent, Leeds, Exeter, LSE, Lancaster, Reading, SOAS, Sheffield Hallam, UCL and Westminster.
