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Strategy
First launched in September 1999 and the brainchild of Osborne Clarke partner, Nick Johnson, marketinglaw.co.uk was improved and (following an online survey among registered users) relaunched in 2001 by Nick and Nicola Webb.
The firm's Br@ndlegal Group wanted to provide an initial access point to their services for existing and potential clients in the advertising and marketing services sectors, thus increasing its number of clients; and also to raise the profile of Osborne Clarke within these sectors.
Tactics
Apart from the site, the total launch campaign included PR, direct mail of a brochure, an online competition and ongoing monthly email updates. Since launch, the on-going marketing has focused on partnering initiatives with non-competing organisations such as the CIM and Institute of Direct Marketing, seminars tied into the website and monthly email updates.
Feedback
"Very clear targeting… An impressive site, definitely one of the best of the survey. …The navigation is superb… There are no irritating pictures or technology gizmos. They have taken net terms to the heart of the organisation… Conclusion - a deeply impressive site. This site would entice marketing companies. Moreover, there is a real chance that they are creating a new demand for their products here". John Yates, Chief Executive of V-Lex, speaking at Legal IT in Gleneagles, in October 1999
"I find the website extremely helpful, easy to use and I access it regularly" Tara Richardson, Disney Corporation
"I am very impressed with the site and use it regularly" Christopher Morgan, Chief Counsel, Honda UK
Results
According to the legal guides to top law firms (Legal 500 and Chambers & Partners), Osborne Clarke rose to the top slot for media work in both 2001 and 2002, stating that OC was: "Felt to have 'invested heavily' in the area, the team is now seen to be reaping the rewards. It has cemented its reputation as a leading player… Clients applauded the group's 'excellent network' and 'genuine interest in the industry" Chambers Guide to the UK legal profession 2002-2003
The number of new clients and revenue increased dramatically in 2001and the Group's turnover doubled in the 12 months following the launch of the site. Offline instructions directly attributable to the site are impressive.
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