SAS Daniels is a regional law firm with offices in Stockport, Macclesfield, Chester and Congleton. It offers a range of legal services to clients across the North West. As just one of many mid-sized law firms operating throughout Cheshire, it can be hard for a regional law firm to be seen, heard or stand out in such a crowded marketplace. Keen to raise the profile of its success and growth, increase awareness of the ranges of services it has to offer and promote its ‘no ordinary law firm’ ethos, SAS Daniels handed its legal PR brief to Skout.
In order to capitalise on SAS Daniels’ position as a ‘no ordinary law firm’ we were keen to raise awareness of the firms’ wide-ranging, specialist expertise. With legal experts in areas such as the North West property market, wills and estate planning and employment law, we wanted to focus on the issues that affect local businesses and individuals and widen its media outreach to include local broadcast opportunities and top tier vertical media.
We undertook a series of ‘foraging activities’ with all of SAS Daniels’ partners to understand the range of issues affecting their clients, how their legal services can help resolve them and also their views on certain high profile national topics, such as the rise in the divorce rate and the new National Living Wage.
Skout was tasked with raising awareness of SAS Daniels as ‘no ordinary law firm’.
Skout’s strategy was to work out how to target each of its key regional titles with news or views from SAS Daniels.
Skout was also keen to get SAS Daniels seen and heard on the region’s broadcast channels.
In just a few months of working together, we generated some fantastic results for the law firm, achieving high levels of coverage in all target media including Business Desk North West, Greater Manchester Business Week, Manchester Evening News and North West Business Insider.
We also achieved success with the broadcast media, with Cheshire radio station Silk FM running a research-based story created by Skout on the rise of divorce in the summer. Through its legal PR expertise, Skout also organised for one of SAS Daniels’ employment lawyers to take part in a radio discussion on the National Living Wage on BBC Radio Manchester. We also successfully secured a slot with ITV Granada with a client of SAS Daniels and one of its lawyers discussing a recent clinical negligence case.
Skout has come up with some great ideas to help ensure our service areas are regularly covered in our region’s media. We have seen a real upsurge in coverage and SAS Daniels has also been featured on local radio and TV which was brilliant for us. We look forward to continuing to see our core values and messages in our region’s press and beyond.
Marketing Manager, SAS Daniels