DRIVING AWARENESS AND GALVANIZING ACTION
An opportunity for change
An accelerated pace of change in the legal sector has presented a huge opportunity for Intelligent Office. Having established a solid reputation for strategic and tactical delivery of support services for law firms, they asked Bretom to create a compelling brand proposition and campaign that would expand awareness and develop preference, positioning them as a first choice partner for significant operational change programmes.
Cultivating awareness of a rich offering
Building trusted relationships and demonstrating integrity are key to both the sales process and the longevity of strategic client partnerships for Intelligent Office. The proposition and supporting messages needed to transcend traditional service features and solution benefits to address specific audience challenges. Audience insight revealed a substantial appetite for operational change – and the improved productivity it delivers – but alongside this a high level of perceived risk about making significant changes in a traditional industry. Stakeholders at each level are formally tasked with improving efficiency but the decision-making barriers are blurred by insufficient management information and understandable human issues: the inertia factor amongst more senior colleagues, time and skills to successfully implement and embed the changes, and staff wellbeing.
“We wanted to increase the volume and range of content we were producing to take advantage of good market conditions for our business. Bretom were brilliant at understanding our jargon-rich language regarding the sector we sell to and the solutions we provide, creating content that had impact. They were also great at delivering our plan on our behalf, ensuring we were communicating with our audience very consistently which led to increased engagement in our solutions.”
Sam, Head of Business Development, Intelligent Office UK
Bretom’s creative team collaborated to develop a central proposition – de-risking transformative operational change – to provide structure for the campaign from which more nuanced messaging was developed to address audience challenges head on. The headline copy was bold but sought to differentiate Intelligent Office’s offering and position it as supportive partner rather than a simple supplier interested solely in transactional delivery.
Bretom created a suite of content to support the positioning: thought leadership articles and management team interviews and commentary to establish authority and credibility. This was further supported by tactical content to evidence experience and expertise: product / service sheets, blogs, testimonials, infographics, staff experience videos and new client announcements. In total 38 pieces of content were created and shared across LinkedIn, Twitter and email.