IMPACT
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1. HIGHLIGHTING SPECIFIC PRACTICE AREAS
The veteran founder-partner of a multi-city-based law firm had clearly defined his business objective before us, which was the expansion of the Firm’s Private Equity/Venture Capital (PE/VC), Mergers & Acquisition (M&A) and Insolvency & Bankruptcy Code (IBC) practice areas, among its many others. For this, we strategized on various internal and external communication approaches to increase the Firm’s visibility and build relations with potential clients within these focus areas. We ramped up the Firm’s visibility by facilitating regular conversations with the founder-partner and his team through articles and daily quotes on topical industry stories, where he shared pertinent legal viewpoints and consequences during critical matters. We also maintained the Firm’s regular internal communication with existing and former clients, colleagues, and peers through various online amplification techniques, apprising of the Firm’s latest updates, deals, case viewpoints, etc. We maintained external communication through social media as well, with the Firm’s LinkedIn following having increased 250% within just 6 months. Additionally, based on the Firm’s requirements to initiate relationships with several Indian and international AIFs, particularly in Bangalore, Singapore and USA, we undertook an exhaustive stakeholder mapping exercise for each location, advising the founder-partner on which fund-houses to establish relationships with that would be mutually beneficial to both parties, based on our extensive and detailed market research and intelligence report on each stakeholder. |
2. BUILDING SUSTAINED CONVERSATIONS
For a marquee, full-services law firm that wished to build consistent top-of-mind recall, we adopted a three-pronged approach i.e. i) research; ii) ideate, and iii) execute. To initiate this objective, we carefully studied the key influencers that the firm engaged with. We exerted in an in-depth study, audit, and analysis of audiences such as clients, investors, members of the legal as well as media fraternity. Understanding the nuances of these influencers was critical as the study served as the backbone of our communications approach. Based on the findings of the research, we formulated a stakeholder focused communications strategy which was supplemented by traditional and new-age media tactics. The confluence of the three activities resulted in the firm successfully building credible visibility, engage consistently with all stakeholders on a regular basis, develop the firm’s partners as thought leaders for their respective practice areas, and engage with the entire legal fraternity in a seamless and engaging manner. Today, the firm is widely recognized and garners prominent visibility and accolades for their areas of expertise. We have supported the firm in over 400+ media-led initiatives, shared over 100+ marketing initiatives, supported social media initiatives that have yielded 1284% of growth. |
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3. NURTURING INDIAN INNOVATIONS
The CSR arm of a well-known FMCG giant heavily emphasizes on the importance to recognize and reward disruptive innovations. To encourage India’s most innovative and solution-seeking minds, the CSR initiative’s biennial innovation focused awards aims to identify and support innovations that hold the capability of altering the social and economic landscape of India. Since award platforms has developed to be a common phenomena, here the communication requirement was to build credibility and a sense of familiarity around the awards all in a span of 7 months. Towards this, we adopted a two layer objective strategy. The first step was to build awareness of these awards around the innovators and disruptors and also highlight the business leaders and sector specific experts associated with this initiative. The next step was to highlight the inspiring journeys of past winners that would help inspire future innovators. Since time was of essence here, we put together an execution strategy that was based on marketing collaborations, digital and online resonance and media focused initiatives. Along with the planning team, we issued two high impact announcements, organized close to 30 interviews, hosted an industry leaders and expert roundtable discussion inviting sector specific stakeholders to discuss various components of innovation, planned and executed 3 marketing collaborations. Through our efforts, we were able to help secure over 500 participants to submit their entries for the awards, garner a total of 245 media coverage clips that resulted in a touch point of 10,456,548 readers. The industry experts and leaders associated with the innovation initiative were featured as in India’s preferred business magazine, the past winners relaying their failures and successes were all profiled on a leading platform dedicated to India’s finest change-makers and the new winners announced at the awards were all featured for their stellar innovations on India’s highest TRP ranking business TV channel - thus allowing them to build visibility among India’s leading investors and corporates who can support and help these groundbreaking innovations reach greater heights. |