1. Creative Journey

2. 75% of the creative journey was spent discussing what our
audience wants and learning how we could best target them. We
changed direction many times, which only exacerbates how
thorough our innovative sessions were. Together we worked out
our target audience, mapped them out with personas, created a
brand eye & finalised our value proposition.
Marketing objective: to raise awareness
of a new digital product – specifically
amongst top UK 200 firms & top 1,000
companies.
We worked from the bottom up, with the
expertise of every member of the LMI team
being invaluable to the success of our campaign.

3. Phase 1: Mapping our audience and working out our brand plan
Phase 2: A trial phase, where selected firms tested LMI and provided feedback
Phase 3: Soft launch, at the Business Leadership Summit & Awards to our target audience
Phase 4: Public launch
Phase 5: Marketing separates into 4 campaigns:
- Client-focused (CTA: usage)
- Trialist-focused (CTA: usage & value proposition),
- Prospect-focused (CTA: encourage to trial)
- Lead generation

4. The Lawyer Awards postcard
The Lawyer Awards took place in June, before we had begun Phase 2 of the LMI campaign. However,
in attendance were many Managing/Senior Partners and we didn’t want to miss an opportunity to let
them know about our exciting new product.

5. HOW-TO GUIDE
BUSINESS CARD
On-boarding collateral
This is material that was
created for our trialist law
firms in phase 2 but was
also created before we
finalised our creative and
so it was kept very simple,
focused around the key
colours and the logo.

6. Our creative ideas were all focused around our value proposition: ‘monitor, measure and maximise your
relationships’
They started out sketchy and a bit confused…

7. Original concept
Based on the scribblings of our copywriter we started to come up with an idea of using idioms…

8. Typographical adverts
And eventually we
found our voice..

9. Final ad campaign
The final campaign has a
very clear identity, based
around 4 product benefits
and our value proposition.
Each of the 8 adverts has a
different popular idiom
with words missing. We
wanted to think like a
lawyer, and believed that
making these adverts
clever would appeal to
their nature.

10. Business Leadership Summit
Print pieces for BLSA Summit:
- Mini jigsaw pieces scattered
around the room
- Coffee cups
(Phase 3 – soft launch)

11. Print piece for BLSA awards
(Phase 3 – soft launch)
Perforated A5 4 page booklet
Business Leadership Awards

12. Double page spread ad for
launch issue of The Lawyer
(phase 4)
Launch issue of LMI

13. Editorial and Marketing have
worked together to ensure
that the Editorial content
promotes LMI while
marketing makes the most
of editorial content available
Referrals from articles on
thelawyer.com to the LMI
marketing site = 291 (2.5%
CTR) since launch

14. Website takeover – thelawyer.com
Launch week (phase 4): thelawyer.com
website takeover
The industry standard wallpaper CTR is
0.25%, while The Lawyer’s average CTR
is 0.52%.
The LMI wallpaper in the week of
launch had:
73,736 impressions
1,753 clicks
2.38% CTR

15. Website takeover – thelawyer.com
Marketing video-
Since launch (9 November) has had 201
views
CLICK HERE TO
WATCH
(but come back to
the presentation
as there’s more to
see!)

16. Email templates (Phase 4 - public
launch)
Launch email to 36,000 contacts:
7,862 opens (22% open rate)
254 clicks
13 sales leads.
Demos organised as a result of these
leads:
 Axiom
 Clifford Chance
 Linklaters
 Definitive Consulting
 Alix Partners
Agreed deals so far:
 DWF - £20k
 Taylor Wessing - £15k
 Ashurst - £15k
 Kinstellar - £5k
Total revenue to date: £55k
Pipeline: £90k

17. We’re planning big things for 2016…
Tube advertising

18. And let’s not forget social! LMI has its own twitter account which launched on 9 November. So far we
have 56 followers – but given The Lawyer magazine’s vast following (65k), we expect this to rise and
rise

19. Outdoor advertising

20. CLICK HERE TO
VISIT THE
MARKETING
WEBSITE