Editorial Direction and Content Strategy
Brief: create vision, voice, and lead execution of visual and written communications across all channels for Melbourne boutique law firm that needed help with their marketing to attract new clients, attract and retain top legal talent and increase their profile in a competitive industry.
A thoroughly enjoyable assignment that included a lot of writing — particularly B2B articles, press releases, blog posts, staff profiles, social media (LinkedIn, Twitter) —as well as graphic design (brochures, promotional material), website development and editorial direction to establish a cohesive look, style and maintain communications.
Most of their business is organic —via Managing Director’s contacts and referrals from accountants, boards, and government. However, without losing established goodwill, the team needed to be able to market themselves and develop their own business development pipelines with confidence.
Reviewed marketing strategy, made recommendations, and implemented changes based on comprehensive research and understanding of the challenges and opportunities for mdp Law. A refresh of marketing material was necessary.
Interviewed and wrote professional biographies for 15 staff, including legal, admin and patents team. Placed articles in trade press Lawyers’ Weekly, Australasian Lawyer. Provided CPD Marketing training, updated LinkedIn profiles, and created marketing collateral including PowerPoint presentation templates and blog content plus articles for client newsletters.