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Case Study: Delivering ROI in the professional services sector

By . Posted 24 February 2020

Last modified on 3 August 2021 at 4:13 pm

No Brainer has been the retained agency of choice for the legal firm Aaron & Partners since 2017. Both businesses have grown together in that time and the relationship has seen us become a true extension of their team – something we always aspire to be.

During 2019, the business wanted to continue building on the success of the previous two years. The key goals were:

  • Increase fee income across the business by at least 5%
  • Ensure all 7 departments achieve at least x12 items of coverage each
  • Raise the profile of selected key personnel within each department
  • Increase regional media exposure for two key offices (Chester and Shrewsbury)

No Brainer’s remit focused primarily on Earned media tactics, supporting the central marketing team, which looked after Paid (limited), Shared and Owned content.

Through a range of pro-active media relations activity, thought leadership placements and link building and outreach, No Brainer achieved the following:

Outputs

  • 381 articles of media coverage (up 40% YOY) including the likes of the I newspaper, BBC Radio 5 Live, and Antiques Trade Gazette
  • 62% of coverage achieved in targets identified as ‘gold’
  • All departments achieving at least x18 items of media coverage each
  • Cheshire coverage up 128% YOY
  • Shropshire coverage up 26% YOY
  • More than 6.2 million Opportunities to See (OTS) (up 41% YOY)
  • Cost per Exposure of 0.006p
  • 28 direct links earned from different sites (up 56% YOY) (DA’s as high as 60, 54 and 51)
  • 74% of all coverage featured a direct quote and key messages from a spokesperson

Outtakes

  • 100% of coverage was positive in sentiment
  • Increase in Organic search annual web traffic of 10%
  • 14% increase in Direct search web traffic (reflecting heightened brand awareness)
  • More favourability of key spokespeople with a noticeable uplift in online profile page views

Outcomes

  • Annual fees grew by more than 8 per cent to over £10.5 million – a record year for the firm
  • Direct feedback from departments that media coverage had directly led to new enquiries and instructions:

    “A story created by No Brainer regarding the acquisition of a pharmacy achieved widespread coverage and saw us receive two new instructions from similar businesses the same week, wishing for us to act on their behalf.”Senior Partner, Corporate and Commercial

    “We’ve got a fantastic working relationship with No Brainer. They have a creative and proactive approach to everything and have worked closely alongside our marketing team to deliver a fundamental uplift in the things that really matter for the firm. We very much see them as an extension of our in-house marketing team.

     “Marketing in professional services requires a high level of intelligence to understand complex matters and deliver content that’s interesting, engaging and timely. A collaborative working relationship is important for this and the outcomes we were able to achieve are clear evidence of this.”

    Helen Johnson, Business Development Manager at Aaron & Partners

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