THE BRIEF
Falkirk Employment Law combines the employment law expertise within two local firms to create one dedicated employment law service and for the first time ever in the area, local employers are able to access 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.
However, the team recognised that they needed professional help to launch the new venture and to get their story out effectively to employers. They approached Bright Light Marketing to create a new identity and get them noticed with a high profile marketing campaign.
WORKING WITH US
Here’s a step by step guide to the work we carried out for Falkirk Employment Law to help them to launch and establish this exciting new business venture:
Action Plan
The team met with Bright Light Marketing to discuss their 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 Falkirk Employment Law. The new brand identity that was produced fully encompasses the brand values and promotional messages that were identified whilst firmly aligning them geographically to Falkirk and surrounding area by using an original and quirky take on the iconic Kelpies.
The new brand was then applied consistently to all customer facing points of contact including print, signage, 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 including the Kelpies 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 Falkirk 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.
Social media
In partnership with Falkirk Employment Law, we implemented a social media strategy for the business, this included growing a targeted following and building interest on Twitter and LinkedIn pre-launch and kee
ping the momentum going during and after launch. This has certainly helped to establish the business in the Falkirk 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 Falkirk 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 Falkirk and beyond.
Launch event
Falkirk Employment Law held a successful launch event at The Kelpies Visitor Centre of course, 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 TOGETHER
From meeting 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 Falkirk 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 Falkirk Employment Law are doing.
To get the attention your businesses deserves give us a call on 01750 505052 or email fiona.mackinnon@brightlightmarketing.co.uk