A Midlands-based legal practice specialising in personal injury work approached M Consulting to help co-ordinate its conditional fee personal injury offering to the wider public, and to devise, plan and implement a promotional campaign to increase levels of personal injury instructions.
Following intensive market research, M put forward a product and marketing strategy to position the practice as a significant, trusted and professional provider of personal injury representation against the competitive pressures of lay claims handlers.
Using a carefully evaluated pilot campaign covering a wide range of media – including radio advertising, cable TV, newsprint, bus posters, direct mail, direct response advertising and PR – M identified the most cost effective communication channels for case generation and implemented a tailored campaign, backed up by a continual evaluation of results.
The practice experienced significantly increased levels of instructions, which more than met its return-on-investment expectations.
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