In this month’s edition we take a look at a recent project we have been working on. Instead of focussing on one particular marketing method, we show you how we used a whole range of communications to successfully launch and establish a new business in Dundee.

Dundee Employment Law offers employers a specialist service that is dedicated to law in the workplace. The owner knew there was a demand for such a service but needed our help to develop an eye-catching new brand identity and then a promotional campaign to launch the new venture and get its messages out to the business community.

Here’s the story of Dundee Employment Law and their marketing journey with us.   

Yours, Fiona, Janice and Fiona

Whether you employ 2 people or 200, employment law can be a minefield for employers to keep up with and owner Caroline Dunn recognised that there was the need for a specialist employment law service in the city. So in this edition we tell the story about how we helped to launch Dundee Employment Law and successfully promote the fact that the new venture gives local employers access to a service that is dedicated specifically to law in the workplace.

Bright Light Marketing met with Caroline Dunn to discuss her 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.

"After searching the myriad of available marketing companies around I chose Bright Light Marketing after being impressed with what they had achieved for a friend over 100 miles away. Absolutely the right decision. Right from the branding through to the website, the launch and ongoing support, the team have been unique and tenacious in their approach and friendly manner. An amazing experience leaving me delighted with the results and excited about the future. I would recommend Bright Light Marketing to any business needing that total marketing solution at an affordable price."
Caroline Dunn, Dundee Employment Law

Here’s an overview of the work we carried out which helped them to successfully launch and establish this exciting new business venture:

Brand identity
The first priority was to develop a contemporary new brand identity and accompanying strapline for Dundee 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 person 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 Dundee 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 and ensuring that all social media platforms were integrated and functional.

Social media
In partnership with Dundee Employment Law, we implemented a social media strategy for the business, this included growing a targeted following and building interest on Twitter, Facebook and LinkedIn pre- launch and keeping the momentum going during and after launch. This has certainly helped to establish the business in the Dundee business community and beyond in a very cost effective and immediate way.

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 Dundee 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 position themselves as the employment law specialists in Dundee.

This material was pro-actively mailed to employers and referrers throughout Dundee and surrounding area.

Advertorials
To raise awareness of the business in the local market, a full page 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
Dundee Employment Law held a successful launch event at West park in the city, 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.

WORKING HARD
From meeting Caroline 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 Dundee 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 Dundee Employment Law are doing.