Member Article

Creative Approach puts law firm in the spotlight

A tongue-in-cheek April Fools app and an ‘agony uncles’ blog have helped a specialist law team in Chester to raise its profile thanks to an off-beat new PR campaign by de Winter PR and Marketing.

Leading regional law firm Aaron & Partners LLP Solicitors tasked de Winter with raising the profile of the company’s partnership law team and the services they provide, and the ‘Expel your Partner’ app was just one of the quirky ideas employed by the PR team as part of an integrated campaign.

Inspired by the partners’ personalities, de Winter implemented a host of creative concepts including an ‘agony uncles’ blog spot for partners Mark Briegal and Paul Bennett, tailored media releases on how to handle a business break-up and a spoof April Fools ‘Expel your Partner’ app.

Featuring inventive ways of expulsion such as alien abduction and sending the unfortunate individual on a one-way secondment to the Bermuda triangle, the ‘Expel your Partner’ app topped several web polls of the best April Fools jokes, made a splash on trade websites, legal blogs and technology round ups alike and even bagged a prime spot on renowned tongue-in-cheek law portal Roll on Friday.

Mark Briegal, said: “Rather than relying on traditional methods of promoting who we are and what we do, we wanted to approach it from a new angle and get our key messages out to a wide range of potential clients by doing something a little bit different.

“The response we got for the app, in particular, was fantastic and gave us the opportunity to promote our services in a unique way which attracted our target audience’s attention.”

Targeting trade media across diverse professional services sectors such as GPs, dentists, architects and accountants, the campaign has hit its target with coverage across the key sectors, a planned feature in Pulse medical magazine and a tie-in with The Law Society Gazette, which includes regular columns and guest speaker appearances.

Another of the key objectives was also to drive traffic to the partnership website.

Since the campaign began Aaron and Partners reported a surge in traffic to their partnership website with the April Fools activity causing an increase in pageviews of more than 1,300 per cent.

Sophie Everett, Account Director at de Winter said: “As creative engagement specialists it’s our job to help our clients be heard in extremely competitive arenas, capturing the imagination of prospective clients. As the increase in web traffic shows, the partnership law team at Aaron & Partners has piqued the interest of its targeted niche audiences, and we are excited at the prospect of measuring how this is impacting enquiry generation.”

Scott Hadden, Marketing Manager at Aaron and Partners, said: “As a specialist law firm in a competitive market, it’s very important that we stand out from the crowd and make a impact.

“We were really gratified to be highlighted alongside global brands such as Domino’s. Samsung and Google for our spoof April Fools’ app. We were sandwiched between KFC and a former NASA astronaut on one round up.

“We offer very specialist services and have a very clear idea of who we want to speak to. The aim of the campaign is to use unconventional means to reach more of our target audiences, so this kind of massive increase in pageviews is really valuable, and has already led to new enquiries.”

For more information on Aaron & Partners’ and the partnership law services offered, please visit www.aaronspartnershiplaw.co.uk.

This was posted in Bdaily's Members' News section by Elle Brunton .