Law Society extends consumer campaign by nine months after web traffic surge


Law Society posters

Law Society: No need to extend campaign’s budget

The Law Society has extended its consumer campaign promoting solicitors until the end of October this year, after an increase in traffic to the society’s ‘Find a Solicitor’ website of 18.5% in the first four months.

Mike Browne, interim head of communications at Chancery Lane, said visits to the website had increased by almost 300,000 since the campaign was launched on 1 September last year.

In a report for this week’s meeting of the society’s membership board, he said 961 law firms had ordered the consumer campaign pack to use locally.

Over 29,000 consumers had clicked on the society’s online and ITV on Demand adverts, 120,000 had visited the society’s campaign web pages, and the outdoor and online adverts “were seen up to 310m times”.

Mr Browne said the campaign’s existing budget of £480,000 was enough to enable it to run until October, instead of ending on 31 December.

He said the campaign aimed to “raise awareness of the solicitor brand and the benefits of using a solicitor”, while encouraging solicitors to tell their stories and those of clients to help educate consumers. Phase 2 of the campaign, running from January to October 2015, will highlight promoting solicitors to “hard to reach/vulnerable clients”.

Mr Browne said national advertising had been arranged across 140 train stations in England and Wales for April and May.

He said the society would continue to use Facebook, Twitter and YouTube to promote its campaign, along with ITV Player, while continuing to “fine tune and target” its online advertising.

“While we’ll be unable to measure the overall impact of the campaign on public perceptions of the profession as a whole, we will be able to measure the impact on consumers by tracking the ‘audience reach’, ‘interaction’ and ‘conversion’ metrics via Find a Solicitor,” Mr Browne said.

“This campaign aims to be as visible to the target audience as our budget allows and will be integrated with SEO/PayPerClick activity so that we deliver measurable benefits to members.

“We believe it delivers on our purpose to promote the profession and represent our members’ interests.

Legal Futures revealed in June that the campaign would cost around £400,000 and be managed by Yorkshire-based PR and marketing specialists DTW.

Tags:




Leave a Comment

By clicking Submit you consent to Legal Futures storing your personal data and confirm you have read our Privacy Policy and section 5 of our Terms & Conditions which deals with user-generated content. All comments will be moderated before posting.

Required fields are marked *
Email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Blog


Keeping the conversation going beyond Pride Month

As I reflect on all the celebrations of Pride Month 2024, I ask myself why there remains hesitancy amongst LGBTQ+ staff members about when it comes to being open about their identity in the workplace.


Third-party managed accounts: Your key questions answered

The Solicitors Regulation Authority has given strong indications that it is headed towards greater restrictions on law firms when it comes to handling client money.


Understanding vicarious trauma in the legal workplace

Vicarious trauma can happen to anyone who works with clients who have experienced trauma such as domestic or other violence, child abuse, sexual assault, torture or being a refugee.


Loading animation