Following the big reveal of the 2019 memcom membership excellence awards shortlist last month, we’re talking to as many shortlisted entrants as possible about the background behind their success. Below is a Q&A with The Law Society whose ‘Solicitors. Here to Help’ campaign was shortlisted for ‘Best Integrated Marketing or Membership Campaign’. The winners of all memcom awards will be announced during the evening of 20th June so watch this space! The 2019 memcom conference takes place on the 20th June too, during the day. This year’s overarching conference theme is ‘Leading into the Future’. As ever, our speakers will be addressing the key issues of today through a series of talks, debates, panel discussions and roundtables. Tickets can now be purchased from our event page on Eventbrite.
Over to The Law Society…
What is the main role of The Law Society?
As an independent professional body for solicitors in England and Wales, The Law Society represents and supports their members, promoting the highest professional standards and the rule of law. The society aims to protect the reputation of the solicitor profession, to raise awareness about the values of the profession and educate consumers about why solicitors are the best source of legal advice for all their personal and business needs.
What award was The Law Society shortlisted for?
The Law Society developed a highly creative and professional campaign in partnership with their agency DTW, raising the profile of the solicitor brand with the public, SMEs and commissioners of legal services. They were successfully shortlisted by our memcom judges for ‘Best Integrated Marketing or Membership Campaign’.
What were the details of the campaign?
The ‘Solicitors. Here to Help’ campaign was a multi-channelled campaign using online and outdoor advertising, VOD and YouTube advertising, regional and business press advertising, and social media activity. It reached millions of people nationally and exceeded 92% of The Law Society’s agreed KPIs. With a relatively small budget, this 2017/18 campaign reached 4.1 million people through rail advertising, 76.9 million passengers through London Underground advertising, and garnered 9.1 million social media impressions.
They delivered a multi-channel campaign that included advertising on: buses in key cities in England and Wales, national rail, social media with targeted activity to support organic content, video and animation, YouTube and ITV Hub, in regional newspapers and business publications and online across news websites. The society also worked with one of their agency’s partners to create an e-comms web to print website where solicitors could customise posters with their logos and contact details.
With diversity and inclusion a key consideration, the campaign creative featured a diverse range of real solicitors from across the country, helping to improve trust between the public and members of the profession. Members were heavily involved in the campaign, with over 30 videos created where questions such as ‘Why should I….’ were posed and then three solicitors gave their answers.
Social media activity played a big part in this campaign with agency DTW developing creative ideas using humorous visuals to capture attention, coming up with ways of promoting the services of a solicitor to different audiences.
The Law Society also created a suite of business and consumer testimonial animations (taken from consumer and SME research previously conducted) to promote the solicitor brand, highlighting the positive things people had to say about using a solicitor and why it was of benefit to them.
Also planned were several mini social media campaigns around seasonal events like Easter, Dying Matters Month, Halloween etc where a suite of graphics were created to push out with social media posts highlighting key messages.
And the results…
One of the most important objectives for the campaign was to drive traffic to the Find A Solicitor (FAS) web directory. In total the campaign contributed to over 4 million visits to the FAS website and exceeded most of the campaign KPIs, achieving:
• 9.5 million social media impressions
• 219,206 social media engagements (excludes video views)
• 903,519 quality video views
A huge thanks to The Law Society for your help with this case study blog, it’s been a pleasure working with you and looking at this hugely successful campaign in more detail.
Have you been shortlisted for a 2019 memcom membership excellence award? Or maybe you didn’t enter this year but have some great work / insights to share with the membership sector? Please email memcom Marketing Manager Anna Rivers and we can talk through the range of ways your organisation can feature on the memcom blog.