Leader helped the AWB Partnership to deliver an effective turnaround strategy which culminated in a successful merger in 2015.
AWB was a well regarded and long established legal practice in Guildford. Following a significant overhaul of internal management structures and processes, the partners initially asked Leader to build a new website.
On discussion it became apparent that what would be required to achieve the partners’ objectives would be a much more fundamental revision of AWB’s brand, market profile and wider marketing activities.
Building on detailed interviews with each of the partners, recent client surveys and extensive desk research, we were able to identify core AWB values and develop a new brand proposition which would be accessible and relevant to as many new clients as possible, without doing anything to compromise the business’ traditional strengths.
Based on a theme of awB Different, we built a series of value-based straplines led by: “Think different, expect different… awB Different”.
To emphasise the change, we needed a bold visual theme that was miles away from the traditional image of a stuffy solicitors’ office – so starting with a decidedly ‘different’ dalmation with square spots, we developed a striking series of animal images to match the straplines.
The new website was a world away from the traditional ‘brochure-style’ site of old. And once the website was in place as a hub for marketing activities, we were able to launch email marketing campaigns, a Twitter page, improved LinkedIn pages, branding for sponsored events, SEO and Google Adwords campaigns. New pricing strategies were also developed to further simplify the client experience.
The results were immediate and striking. The website, marketing emails and Adwords campaigns created a steady stream of new business opportunities, and the client feedback was overwhelmingly positive.
“Got the latest newsletter and tracked back to the website, love the new look and feel and it is a significant improvement on its predecessor. The imagery is fun and thought provoking, the text reflects the serious nature of the work you undertake but with a simple use of English and focused on the client.”
“Loving @AWBsolicitors website, particularly the imagery and tag lines! So fresh for a firm of solicitors! Great job guys.”
Our work with AWB Partnership culminated with the company’s successful 2015 merger with DMH Stallard, a leading legal practice operating across SE England and London.
AWB managing partner Richard Middlehurst said: “Bringing Leader’s marketing expertise on board was transformational for AWB. We went from seeing marketing as not much more than a logo, a website and a few sponsored events to having a much more comprehensive picture of what it takes to create a strong, differentiated position in the market place and then using that to win, and retain, new business.
“That Leader was able not only to identify the right solutions but then deliver to them in such striking and creative ways speaks volumes for the breadth and depth of their expertise.”