Legally binding
Wesleyan for Lawyers (WFL) was created as a unique brand extension of the Wesleyan Assurance Society, a manufacturer of financial products. This involved WFL having its own distinct brand architecture, look and feel, colour and imagery. Tailored customer service, designed and based on in-depth market research, and dedicated legal sales. Marketing teams were recruited to develop new products, market specific literature, websites and campaigns.
Promodus, a creative agency with experience of the legal market, was appointed and a comprehensive marketing plan was designed to reach the small legal firms and self-employed lawyers, which make up the bulk of the legal profession. The launch was piloted in the West Midlands, and monitored frequently to assess the value of each individual activity and to allow for real-time modifications of the spend.
Promotional literature specific to lawyers was produced in line with legal career paths, while targeted lawyers received themed DM. Relevant and themed editorials in the local press and in the Birmingham Law Society bulletin helped raise awareness. Advertising was placed in niche publications and was used outdoors to increase brand awareness in the legal areas of Birmingham.
Digitally, the website focused on the core needs of each sub-segment: trainees, associates, partners and law firms, while banners were placed on regional Law Society websites and other legal websites in the geographical target area.
Various promotions also supported the launch including £250 cashback on any mortgage campaign, free £5 lunch vouchers at an upmarket local sandwich chain frequently used by lawyers, prize draws to win a luxury weekend in Paris, and branded chocolates, pens, umbrellas and business card holders.
Result
Leads generated by marketing activity were 309 per cent of target, while total sales were 193 per cent of target. Brand awareness among the regional target audience grew from nothing to 50 per cent in six months.
With such promising results, the national expansion was able to accelerate several months ahead of schedule.
