The client: rhw Solicitors
rhw Solicitors are a law firm based in Surrey dealing with business and private clients, with specialisms in commercial matters. They provide practical advice and legal services, and in the last 20 years have become more prevalent in supporting the healthcare sector.
The challenge
rhw Solicitors contacted Clever Marketing with a specific requirement for:
- An innovative, effective solution for sharing information on technical legal subjects
- A communications tool that would engage more customers
- A creative approach that would explain complex and difficult topics in a very clear and concise way
- Creating sales opportunities by motivating audience to contact rhw for their range of services
- Creating market awareness of rhw Solicitors as a specialist organisation in their fields
The solution
Clever Marketing recognised that an innovative publication would exceed these challenges by:
- Presenting their information online so it could be easily accessed and viewed by recipients
- Ensuring their range of services were clearly and creatively demonstrated
- Using visual elements like Flash animation and video to make the content visually engaging, as well as reducing copy so messages were clear and concise
- Streamlining delivery costs by sending via email rather than post
- Tracking user engagement by monitoring their preferences and click throughs
The results
This solution worked exceptionally well for rhw achieving:
- Open rates of 50% compared to an industry average of 17%, and click through rates of 45%
- Creation of a format for all future publications which effectively presented technical information
- Lead generation for sales, which converted to new business, providing considerable return on investment
- Customer feedback commenting on the clarity of the technical information and ease of understanding, so improving their engagement with rhw solicitors
The future
Clever Marketing are in discussion with rhw to renovate the current website to improve clarity of information and improve cross selling of their services. This will also provide the company with a website which will become a core marketing tool for all aspects of the business, as further publications and campaigns are implemented.
