Early 2013 saw changes to legal aid legislation, meaning that legal aid for solicitor’s fees was no longer available for the majority of cases; however remained available for mediation. South-West Mediation identified this as both an opportunity and a threat; more people would be using mediation to avoid court, however many other organisations and legal advisors would start offering mediation services and therefore these referral channels could potentially dry up and competition for business would increase.
Work was undertaken to delve further into the South West Mediation proposition and from this generate a clear personality for the brand. Effectively going straight to market in a way that the business had not had to previously, it was essential that the client team had a brand which was engaging, professional and personal – giving a true reflection of their commitment and expertise.
Creating a strapline for the brand, the first step was taken to bring more energy to the offer. From this a new suite of photography was undertaken by the client which then fed through to new literature and a website. The project brief for the website was to provide them with a content management system so that they could easily add fresh, new content regularly. We also made the site responsive due to the increase in visitors using mobiles and other handheld devices. The navigation, imagery, and content were given an overhaul to achieve a cleaner, less cluttered look.
We carried out a review of their existing Adword campaign in order to optimise online visitors. Subsequently we then recommended and implemented a new structure, settings, bids, ad wording and keywords. Once set up we provided a monthly support / consultation over a three month period.
The South West Mediation team now have a brand and personality which more accurately reflects their true proposition. The website supports this and enables them to continually add fresh content. We are currently working with South West Mediation on an awareness campaign to make people aware of the changes to legal aid and encourage the use of mediation.