Who
Newtons Solicitors are a growing regional law firm with twelve offices across Yorkshire and the North East, offering legal expertise across a range of specialist areas. Their offices are conveniently located in towns and they offer individuals and businesses a range of specialist legal advice, which includes residential property, employment law, wills, trusts and probate, family law, debt recovery, criminal law, personal injury, notarial services, agricultural and rural law, commercial property, company and commercial law, and corporate crime.
The Situation
When I first met Chris, he was handling most of the marketing himself. We discussed a range of different options, but focused initially on getting to know the existing customer base first so we could identify the ‘typical’ Newtons customer and develop our strategy from there.
The Solution
As a result of profiling, we now utilise the marketing budgets slightly differently and have added Google Ads and refocused on social media. We’ve also extended the use of radio, added in advertorials, and agreed a positional. Key to this was the notion that although you may not always need a solicitor, when you do you want to be reassured that the solicitor you choose is reliable, local (so you can speak to them and meet them as often as necessary), and that they will be by your side and guide you to a resolution. The positional we chose, therefore, was “When you need us we are with you every step of the way”.
The Result
Chris doesn’t need to be as involved as he was, which gives him more time to concentrate on his business. MediaVantage pick up some of the media bookings, all the processing of copy as well as the writing and clearance of ads/content and social media. The business continues to go from strength to strength and Newtons are poised for even greater success.
