Thomas Eggar

Overview

Midnight worked with law firm Thomas Eggar LLP for 13 years, supporting its growth from a small local firm with one office, to one with six offices in the South East which was evaluated against national competitors.

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Campaign objectives

  • Position Thomas Eggar as a national law firm – help it punch above its weight.

  • Communicate the firm’s specialisms in five key sectors – Private Client, Sport, Retail, Technology and Construction.

  • Focus on relevance and quality of coverage

  • Achieve 30% top tier coverage

  • Continually find new ways to keep the PR campaign fresh and to maintain its position.

Our approach

Midnight’s strategic approach was three-pronged:

  • National press: Focus on sector expertise with proactive and reactive media comment to the breaking national and business news agenda
  • Trade press: Placement in top tier sector media of regular visionary and informative think pieces and ‘talking heads’ videos inspired by shortlisted media themes.
  • Regional press: underpin PR strategy with key messaging, news and CSR activity to reach potential clients within the locale of each of the firm’s offices.

Results

  • Secured c.150 editorial placements, with a potential reach of nearly 500,000, in print and online.

  • These mainly comprised opinion-led articles, drafted by Midnight in top tier care trade titles, significantly raising the visibility of CHIS / PrimeCare.

  • Generated prime comment / letter coverage positions in national titles such as The Times, The Daily Mail and The Daily Telegraph.

  • Successfully targeted publications in other sectors, such as business management and insurance, with CHIS / PrimeCare news, broadening the campaign’s potential reach.

  • Sector expertise, reputation and excellent profile recognised by Howden which acquired both firms in 2016.

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