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.
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.
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.
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.