Mills & Reeve FSA
Full Scale Ahead
Challenge: Marketing The Matrix
Leading UK law firm Mills & Reeve set Man Bites Dog the challenge of creating their first truly integrated firmwide campaign. The programme had to be relevant to diverse practice areas, from corporate to IP; multiple regions; and nine sectors, from technology to private wealth. We also wanted to bring together marketing, PR and BD to develop a campaign which would enable partners and business development teams to engage with clients and prospects along the entire buying process.
Strategy: Championing The Mid Market
We identified the UK’s mid market as a major strategic opportunity for Mills & Reeve: a unifying theme to bring together diverse sectors and services; a specialist point of differentiation and a major growth opportunity for the business.
To generate a unifying big idea to fuel this campaign, we ran our 4D thought leadership process with partners from across the firm to tease out the macro issues that were affecting mid market clients, resulting in a suite of ideas for further interrogation. We then conducted opinion research with mid market business leaders to investigate their biggest dilemma: whether to scale or sell the business they have nurtured – a point at which professional, financial and emotional pressures often conflict.
Remarkably, one third of the UK’s mid market business leaders are actively considering selling their business – threatening a great British sell-off – with 40% of owners feeling pressured to sell their company without realizing its full value and potential.
Impact: From Content To Conversation
In partnership with Mills & Reeve we launched an integrated marketing campaign, Full Scale Ahead, activating our big idea with a report, case studies and digital assets including video and infographics. Most importantly, our campaign was designed to enable conversations between Mills & Reeve partners and their clients and prospects – providing an opportunity to explore the “fork in the road” choice between scaling or selling their business, and providing legal advice on how to continue to scale or optimise the value and timing of an exit.
To build awareness of Mills & Reeve as mid market specialists, we secured a media exclusive with The Daily Telegraph, with further coverage appearing in the Financial Times, Forbes and across all our target sector publications. KPIs for the first three months of media and social media outreach were exceeded in launch week. Media coverage also generated speaker opportunities from Mills & Reeve as a mid market expert at events including the CBI, London Stock Exchange, Santander and HSBC. Mills & Reeve also held regional and sector events across the UK culminating in a Full Scale Ahead event in London celebrating Mills & Reeve’s own growth journey. The mid market audience has now become central to Mills & Reeve’s marketing strategy and this campaign is now part of a repeatable annual campaign platform.
Events with clients & prospects
Including HSBC, CBI, Santander, London Stock Exchange and Google
Exceeded national media targets
Achieved annual regional and business coverage targets
By end of first month
Exceeded social media targets
In terms of engagement, followers and Klout score (rose 4 points)
Exceeded email open rate
Exceeded video views
Advised Full Scale Ahead case-study Midwich Group plc
On its £165 million AIM IPO and related £75 million fundraising
Runner-up at the MPF Awards
In Best Thought Leadership category