Building a powerful media profile from a standing start

Remit 

HLW Commercial Lawyers is a well-respected firm established in Sheffield in 1992 "to deliver big firm expertise in a small firm environment" to Yorkshire's business community. A strategic growth plan saw expansion to Leeds city centre in 2006 offering a full commercial service to the region's SMEs. From a standing start, HLW needed to raise its profile across core disciplines, drawing upon its reputation in Sheffield while projecting a refreshed and dynamic image for the competitive Leeds market.

Objectives

• To deliver powerful media coverage showcasing HLW's deals expertise
• To establish HLW as the definitive SME commercial law firm in Leeds
• To reach out to new customers in West and North Yorkshire
• To secure topical and powerful comment on legal issues

Planning and implementation

Following a comprehensive series of strategic interviews with the senior team, Quest compiled a tactical plan that built upon Sheffield's existing expertise and developed a platform to launch the Leeds office.   

Quest recognised that it first needed to establish HLW's credibility among key journalists. Once achieved, this would provide a strong base from which the team could secure and place comment on SME issues.

Key to success was focusing on the key partners in Leeds and their areas of expertise - insolvency, property and latterly employment - positioning them as expert commentators in their respective field.

Results

Coverage achieved in the final quarter of 2006 included Yorkshire Post, Yorkshire Evening Post. In 2007 the level and pace of delivery increased - securing larger and more prominent news articles and features. Over 12 months, Quest achieved 38 pieces of coverage with a near seven-fold return on investment based on the equivalent advertising value. The firm has now merged with established niche firm McCombie and Co to further consolidate its position within the city - extending Quest's remit into sports law and licensing.

Coverage across specialist areas includes:

Property - Quest delivered high-profile comment within the three leading property magazines (Estates Gazette, Property Week and Estates Review) for Claire Murphy who is now regarded as an authority on the Leeds property scene. Equally, deals were maximised with strong photography to deliver prestigious pieces in regional papers. Claire's positioning has led to significant interest from her peers who now know of her before they meet her.

Insolvency - Quest has capitalised on growing economic concerns to offer advice and analysis from insolvency partner David Guest. Strong national business publications as well as industry and trade magazines have run extensive features on David's advice, top tips and recommendations.

Employment - the firm's employment team have achieved comment within HR, business and regional titles on hot industry topics, changes in legislation and business advice.

Monthly legal column - following an interesting deal with a working men's club, Quest secured a lucrative monthly column in Club Mirror, the industry's bible. The column has attracted enquiries and responses from readers and attracted new clients.

Quest also seeks out key networking events for HLW, supports marketing activities and refers the practice to its clients and partners.

"We chose Quest to spearhead to promotion of our recently-opened Leeds office based on a recommendation from Yorkshire Insider. We are pleased with the dedicated team approach and the amount of varied PR opportunities which they have manage to find for us as a result of the time spent getting to know key individual partner contacts and the main business specialisms of the firm. We would recommend them to others, but not our competitors!"
David Guest, joint managing partner hlw McCombie Commercial Lawyers LLP