The Story
Borders Employment Law is the sister company of full service legal firm Bannerman Burke and for the first time ever in the area, local employers have access to a service that is dedicated specifically to law in the workplace.

Whether you employ 2 people or 200, employment law can be a minefield for employers to keep up with and from speaking to their clients, the team recognised that there was the need for a specialist employment law service in the area. Their unique new company provides local employers with advice on everything from terms and conditions of employment to workplace discrimination as well as giving them the latest expert advice on topical issues such as Shared Parental Leave.

Local businesses also benefit from the full support and expertise of the national United Employment Lawyers Group, as the Borders representative in this collaborative network of lawyers across Scotland, the company can rightly claim to be the employment law specialist in the Borders.

WORKING TOGETHER
Here’s a step by step guide to the work we carried out for Borders Employment Law to help them to launch and establish this exciting new business venture:

Action Plan
Iain Burke met with Bright Light Marketing to discuss his vision and ideas for the new venture and asked us to provide a clear marketing strategy for launching the new business on that basis. This provided the team with a targeted Action Plan of what marketing activity should be carried pre, during and post launch in order to achieve maximum impact and exposure.

Brand identity
The first priority was to then develop a contemporary new brand identity and accompanying strapline for Borders Employment Law. The new brand identity that was produced fully encompasses the brand values and promotional messages that were identified in the Brand Plan.

The new brand was then applied consistently to all customer facing points of contact including print, advertorials, digital platforms and of course website.

Photography
It was also really important to introduce the people behind the business and quality photography was of course a vital way of doing this and in bringing their strong brand values to life. We managed photography in key iconic locations as well as shots within real workplaces too, this portrayed the team as the local and accessible experts that they are in print, online and in Press and PR.

Website marketing
A dedicated new website was developed and launched which fully embodies the key messages and values for Borders Employment Law. Bright Light Marketing worked closely with the developer to ensure that the new website was consistently on brand as well as supplying all copywriting elements.

E-Newsletters
By capitalising on existing contacts and network, targeted e-newsletters have been delivered to local employers, again this has been a cost effective way of raising awareness and telling the story of Borders Employment Law in an informative and engaging way.

Promotional print
By meeting with the team and carrying out industry research, we produced a contemporary promotional leaflet which promotes the whole range of specialist services and benefits on offer to employers. Top quality graphic design, copywriting and photography has helped them to convey the quality of the services on offer and has enabled them to be more than a match for city competitors.

This material was pro-actively mailed to employers and referrers throughout the Borders and beyond.

Advertorials
To raise awareness of the business in the local market, a large advertorial was taken in the local press to extremely good effect. Again by using quality graphic design and copywriting, we helped them to get the attention they deserve in the early stages of the campaign, this not only raised awareness and got their name and story out but the advertorial also resulted in enquiries which converted into actual business.

The advertorial feature was supported by a fully branded display advertisement.

Launch event
Borders Employment Law held a successful launch event at Abbotsford House, as well as launching the new venture it was also an opportunity to introduce the experts in the business. Fully branded invitations were sent out to local employers and a high profile event was held as a result.

HARD WORKING
From meeting Iain and the team to developing a new brand identity to producing new print, website and planning the launch event to implementing the live marketing campaign. We are delighted that the businesses has already achieved extremely impressive results, of course it helps when you can rightly claim to be the employment law specialists in the Borders but what we hope we have shown here is that a fully integrated approach to marketing makes all the difference. No one piece of activity can stand in isolation, ‘advert in the paper job done!’ is definitely not enough these days.

Whether you have a brand new business to launch, an existing business to promote or have plans to expand, if you use a combination of the marketing methods outlined above and do so with creativity, intelligence, consistency and style you will reap the rewards.

If you have a great product or service and take a strategic approach to marketing like this, your business will get the attention it deserves and you will realise your true potential in the same way that Borders Employment Law are doing.

To get the attention your businesses deserves give us a call on 01750 505051 or email janice.nisbet@brightlightmarketing.co.uk