Portfolio

Beachcroft

Rebalancing the scales

Beachcroft is one of the largest national commercial law firms in the UK. It has an enviable client base and a great reputation. However, previous advertising focused on its reputation as a friendly business with a great work-life balance. Beachcroft were keen strike the balance between talking about enlightened working practices and their seriousness as a firm that means business. They also wanted to show they are interested in potential applicants of all genders, ages and backgrounds.

The solution

Our focus groups confirmed suspicions. Many did initially have the narrow view of Beachcroft being just a friendly place to work. But they soon understood the firm’s true purpose and direction. So we developed a multi-media campaign that highlighted themes of progression, openness, leadership and momentum to the fore. The theme was “one thing leads to another”. We produced fresh video content, flash banners and a new tone of voice for the career website. A compact brochure and “fact card” helped tell the whole story. On campus, we produced exhibition stands, posters and branded memory sticks.

The results

Feedback has been extremely positive. And there's been a significant shift in the nature of application forms. We’re told that applicants – male and female - are more informed and motivated than in previous years. Now we’ve started planning for the 2010/2011 campaign, with discussions centering on greater use of social media, portable video content and a networking site that will allow existing Trainees to liaise with potential applicants.