This award went to the most innovative, creative and inspiring business development campaign executed by a law firm or in-house legal department. The entry identified the objectives, outlined campaign elements, explained how the campaign was integrated into the wider marketing and business development of the law firm or in-house legal team, described the rollout of associated marketing activity, and quantified measurable results.
Winner
Collyer Bristow LLP
Collyer Bristow's project 'Connect' was initiated to generate extra client contact. All lawyers were involved and set a target of ten more connections than usual. 740 'connects' were made, versus the target 700, and many excellent outcomes were achieved, including 27 instructions worth at least 19 per cent of the firm's growth of 8 per cent.
Highly Commended
Emmersons Solicitors
Emmersons Solicitors took the initiative to launch a campaign lobbying for change in sentencing legislation, to raise the profile of the firm's prison law department and to promote their brand identity using print media, social networking and the internet. The campaign encouraged prisoners to share their views in a response to the government's Green Paper on sentencing.
Stephens Scown LLP - Foodfinder SW
Stephens Scown LLP has developed a new iPhone App to champion more than 600 food and drink producers and retailers in the South West. The aim of the campaign was to market the firm's specialist legal team and increase brand awareness, credibility and affinity within the food and drink marketplace.
Shortlisted
Boyes Turner
Boyes Turner produced two effective business development campaigns for professional services, with a huge return on investment. The initiatives enabled the firm to compete successfully with larger and better resourced firms. They played a central role in Boyes Turner winning Regional Law Firm of the Year (2010 British Legal Awards).
CMS Cameron McKenna LLP
Clients don't arrange their business by practice areas - so why do law firms offer legal services by practice area? With its disarmingly simple yet revolutionary Reflect campaign, CMS has taken a proactive approach, enabling its clients to access all corners of the firm and raising awareness on timely issues.
Eversheds LLP - Board Report
In March 2011, international law firm Eversheds launched The Eversheds Board Report, a fully integrated marketing, business development and communications campaign that targeted board directors. The campaign analysed whether board composition had an impact on company performance before, during and after the financial crisis, and what lessons businesses could learn.
Douglas Wemyss Solicitors LLP
Douglas Wemyss Solicitors take an innovative approach to marketing and business development. Initiatives include a legal shop, running educational and legal content on YouTube and a new business and lifestyle magazine, Affiliates. This cutting edge approach was recognised in their award of Leicestershire Law Firm of the Year 2011.
Stephens Scown LLP - Mission 20:20
Stephens Scown LLP has developed a programme of staff training and development called ‘Mission 20:20’ to generate £20,000 worth of fees and new business contacts. This initiative is meeting with great success, with significant benefits for the firm and its staff.