Birkett Long LLP is a leading firm of solicitors based in Essex and can trace their roots in the county back to 1821. The firm has offices in Colchester and Chelmsford, employing more than 140 people including 17 partners.
Challenge
Tribe was tasked with boosting Birkett Long’s profile in and around Essex, ensuring its commercial and private client services remained at the forefront of customers’ minds during difficult economic times.
Birkett Long’s in-house marketing team also needed to prove the value of its PR spend to senior managers.
Solution
Tribe works as an extension of the in-house marketing team to source and suggest newsworthy, interesting and topical stories to capture the attention of regional, trade and business press. Features, news releases, expert opinion, advice pieces, case studies, comment and reaction to breaking news help to position the firm and profile its partners as the leading legal experts for Essex.
With the client facing increasing competition from other law firms looking to establish a foothold in Essex, Tribe has also built strong relationships with key Essex media to deliver regular, positive media coverage in regional, business and trade media.
PR activity to raise awareness of the company’s CSR efforts also places the business at the heart of Essex life.
Results
Tribe generated regular media coverage in target regional and trade media, resulting in media exposure worth £80,815in 2010 alone, giving a ROI ratio of 5:1.
A monthly media evaluation, progress report and a continually updated PR plan summarises Tribe’s highlights and proves the value of the firm’s PR spend to its board. While annual key performance indicators are set to ensure PR activity is aligned to overall business goals.
Birkett Long has also called upon Tribe for high level issues management and crisis communications counsel to ensure the firm’s reputation is upheld at all times.
“Tribe thoroughly understand our business. They’ve boosted our profile and brand awareness in target media by spotting opportunities for us to comment, as well as generating creative and newsworthy material when we have no news to talk about. They provide sound, media wise advice to help manage issues. In tough economic times, we’ve had to prove to our board that PR is a measurable investment. Tribe’s detailed monthly analysis and reporting allows us to do this."
Colin Willett, marketing manager, Birkett Long