CAMPAIGN: BJ's mindful campaign aids workplace debate

With an excellent reputation for providing legal services to public and private sector organisations, law firm Browne Jacobson (BJ) wanted to raise the company's profile among mid-sized firms across the UK, with a focus on driving business around its Midlands HQ, the location of the company's main offices.

Campaign: The Sleepless Report
Client: Browne Jacobson
PR Team: Man Bites Dog
Timescale: May 2006-June 2007
Budget: £20,000

Objectives
To evolve BJ’s press profile from trade and regional coverage to national business media. To boost the company’s regional presence. To create a platform promoting the firm’s corporate law expertise to a business and media audience. To encourage media to write about mid-market businesses.

Strategy and plan
Man Bites Dog (MBD) recommended focusing on the legal and commercial risks facing the mid-market business community, and to link these to forthcoming legislative milestones and their impending impact on UK firms. By conducting research among business leaders, BJ could champion the principle areas of commercial and legal concern surrounding their daily operations: people, cash and compliance. Research themes were designed to promote BJ’s key areas of service offering – employment, age discrimination and maternity regulation, intellectual property, brand protection, trademarks and compliance.

MBD sent a questionnaire to more than 200 medium-sized firms in the UK.

Based on the results, MBD drafted The Sleepless Report, a study of the commercial, operational and legal challenges keeping business leaders awake at night. To add credibility, MBD secured a foreword from the CBI and input from mental health charity Mind.

Measurement and Evaluation

The Sleepless Report has so far achieved 85 pieces of media coverage, with an independently evaluated AVE totalling £407,048 (source: Media Track).

The report has also been the subject of several radio programmes, setting the agenda for a debate on workplace discrimination on BBC Radio 5 Live’s The Anita Anand Show.

Results
Press reports on the study brought about an uplift in BJ’s profile, shifting coverage from trade journals to include national print and broadcast media.

Coverage value to date represents in excess of 81 times ROI on PR fees, and more than 25 times on the total cost of the project.

 

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