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Email supplement
11
LG rests its case on Concep
Corporate law firm LG selected Concep as its digital marketing partner, with a brief to provide
email and event marketing applications aimed at transforming its communications
L
G undertook a strategic review of marketing solution. LG recognised that conference which is scheduled to take
how it communicated both Campaigner would be integral to its future place on 10 November, 2008. Believed to
internally and externally in 2006. marketing programme, and utilised for a be the biggest event of its type in Europe,
The law firm is driven by its variety of objectives, including distributing with over 500 attendees, this will be the
commitment to the environment white papers, reports and information on first time the conference logistics will be
and introducing ‘green’ work practices. legislative changes and invites to seminars, managed online; from a ‘save the date’
What was evident was that all breakfast forums and parties. campaign, to attendee registration to the
communication was conducted through The decision to work with Concep was distribution of information packs.
hard copy; this could vary from mail drops timely, as LG was also in the process of Ultimately, Event will reduce the amount of
on employees’ desks to the distribution of rebranding. Therefore, the firm benefited paper used and save the firm thousands of
annual reports and white papers to clients. from the email marketing specialist’s pounds in print costs.
Although the type of communication was design consultancy in relation to the Moreover, Campaigner integrates
diverse, the common denominator was that creation of new email templates and the seamlessly with Concep Event, so that
everything was paper-based. It was clear requirement for brand consistency across when a client or prospect receives an
that this needed to change. all external and internal communication. invitation via an email he or she is
Technology now allowed LG to Hunter continues, “As you would expect, transferred directly to a registration area.
disseminate information electronically and this type of technology is new to a lot of In addition, LG became the first UK
vastly reduce its dependence on paper. people and there is always a degree of law firm to integrate its own CRM system
Naturally, this was no small undertaking as cynicism when you try to introduce new with Concep’s solutions; ensuring that if a
it required many lawyers to change the way working procedures. However, we have recipient updates their contact details via
they had historically worked. So, in terms found that once lawyers have used a mailer, the new information will
of a new approach to delivering content, it Campaigner, understood it, and seen the automatically be transferred to LexisNexis
had to be fairly easy to use, demonstrate practical benefits it brings, they become InterAction.
that it was more effective than previous advocates and in fact want to use it Hunter concludes, “Through working
channels and gain firm-wide acceptance. whenever possible. Across the firm, the with Concep we have changed the way we
Nicole Hunter, business development response has been very positive and in deliver our marketing campaigns. We now
executive at LG, comments, “We were general our communication is now far have far more insight into their
essentially looking for a solution which more pertinent and efficient.” effectiveness and are able to provide clients
would save us time and money and allow us Since November 2007, LG estimates it with information in a format they are more
to communicate with our clients quickly has saved over £15,000 though the online comfortable with. In addition, we have
and effectively. We were far too reliant on distribution of newsletters, hot topics and reduced our environmental impact, which
hard copies and as our culture is very seminar invitations. In addition, through is very important to our firm ethos.
green, a digital solution seemed the most the use of Campaigner the company can
appropriate way forward.” now measure the effectiveness of each
campaign. For the first time it has access to
About LG
Strategic solution a reporting functionality. The analytical
After talking to a number of digital capabilities of Concep’s email application LG – formerly known as Lawrence Graham – is
providers, LG decided to partner with provides information on delivery and click-
a London-based business law firm with a
Concep to develop an online marketing through rates which allows LG to
global reach. It principally acts for UK and
strategy, utilising its Campaigner email understand the success of each campaign
international public and private companies,
and cleanse its data, i.e. delete obselete
email addresses and change contact details
pension funds, financial institutions, public
“Once lawyers have used
when people have moved jobs, etc.
authorities, shipping companies, small
Campaigner, understood it,
Due to the success of using Concep
businesses and private individuals. The
and seen the practical
Campaigner in 2006/07, LG has doubled the business is divided into four principal practice
number of Campaigner email subscriptions
areas: business and finance, real estate,
benefits it brings, they
from 50,000 to 100,000 in 2007/08. The
dispute resolution, tax and private capital.
become advocates and in fact
desire to increase its bandwidth reflects how
central the solution has become to LG’s
want to use it whenever
communication strategy.
possible”
Integrated activity
This year LG has also decided to use
Nicola Hunter,
Concep’s Event registration management
Business develolpment executive, LG platfom for its annual insolvency
B2BM JUNE 08 – www.b2bm.biz
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