CROSS-SELLING IN PLAIN ENGLISH - RAWSTHORNS REVIEW
Background Rawsthorns Solicitors is a nine-partner legal firm in the north west of England. With specialist lawyers offering a comprehensive range of legal services, they have a large customer base of both private and corporate clients.
Following the move to larger premises and the recent expansion of a second office, Rawsthorns were keen to establish regular contact with a number of key clients and to market the full range of their services to other professionals.
Brief
design and write a newsletter to promote all their legal services
explain topical legal issues in plain English
offer news stories in a friendly and accessible style to stress the company's approachable client-focused service
provide back-up public relations services through media contact
Approach
The company was going through a re-branding process at the launch of the first issue so the new style was integrated into the design of the newsletter, Rawsthorns Review. Stories are also fed through to the new website news page which was launched simultaneously at www.rawsthorns.co.uk
The voice of the newsletter is in the first person making all the information very personal, directly speaking to the reader.
We include a number of stories from different lawyers in each issue to encourage cross-selling to clients who may only know Rawsthorns for one particular specialism. Some personal stories/profiles are used to highlight the human side of the profession.
