www.thelawyer.com

2016 Marketing Overview

www.thelawyer.com

Rebrand

Through a series of brand work shops with Editorial, Design, Production, Sales and Insight, we decided on what was paramount for the site launch.

We established that our key objective was to cement an identity for The Lawyer that incorporates all of its facets, including events, market reports, bespoke research, LMI and content marketing solutions. Off the back of this, brand guidelines were created, and used to inform the launch of the new site.

Collage of inconsistent

branding pre-relaunch

2016 branding guidelines

The Lawyer brand eye

www.thelawyer.com

New site launch

The launch email went to all registered users (180,000) and was opened by 21% of these. 4,545 users clicked through to explore the new site.

ResultsThe new site launch was hugely successful: 3 weeks in, page views for the top 30 stories was up over 50 per cent on the same week in 2015, with those 30 stories attracting over 148,000 page views in the week. The top 20 cases got over 18,000 page views compared to 8,000+ in 2015

User feedback“Your new website seems to have an interactive design, with richer and fresher contents. It somehow manages to be professional, yet warm, innovative, yet accessible, a perfect mix of all the qualities you look for in a website owned by a renowned publication as The Lawyer” – CMO, Tuca Zbarcea Asociatii

“I am really impressed with the new lawyer layout and look” – BD, W8 Data

“Congratulations on the new site! It looks great” – PR, Norton Rose Fulbright

“Love the look and feel of the new website” – Hogan Lovells

Launch email to all registrants

www.thelawyer.com

Premium content launch

Earlier this year The Lawyer launched the premium news and insight service on TheLawyer.com as part of its on-going investment to grow P4C revenues in line with Centaur’s commercial strategy.

We needed to ensure the protection of our digital traffic and the £2.5 million ad revenues this traffic supports. To address this, we applied an opt-out approach where the Sales team identified the law firms and companies responsible for over 85% of our traffic and placed them behind the paywall with a 3-week window to decide on whether to purchase a corporate subscription.

The vast bulk of traffic is generated by the top 50 law firms, so we targeted these in marketing emails before the launch date to ensure that traffic would be maintained as best as possible when the complimentary access period ended after 3 weeks (we aimed to convert as many of these to trialists as possible). 80% of the top 50 firms agreed to a corporate subscription by launch date.

Following the launch date the marketing campaign was split fourway: to subscribers, private practice law firms, in-house lawyers and everyone who had said no.

Splash page directing prospects from marketing emails

www.thelawyer.com

Desired circulation

Legal Services Law firm groupsMPs, SPs and Practice Area Heads Partners Associates   Total

UK 200 Top 10 firms 110 800 500  1410  11 to 30 200 700 300  1200  31 to 50 200 400 200  800  Top 50 firms         3410               50 to 100 250 250 200  700  Below (UK 200) 500 300 100  900             US top 30 Top 15 100 135 60  295  Bottom 15 75 75 30  180             Legal Services Total   1435 2660 1390  5485             

In-house   General CounselHeads of Legal

Heads of Risk/Compliance  

In-house Top 100 companies 100 400 100  600

 101-350 companies 250 750 250  1250

 351 - 500 companies 150 400 150  700

 501 - 1000 companies 500 500 0  1000

             In-house Total   1000 2050 500  3550             LS and In-house Total   2435 4710 1890  9035             PLUS Subs copies           861PLUS Extras           639             OVERALL TOTAL PRINT RUN          

10535

Along with the new site launch, The Lawyer also relaunched the print magazine with a new look and better quality paper.

We decided that it would be a good time to revise our controlled circulation to ensure that The Lawyer is reaching the right people; namely the top 200 law firms (Managing Partners and Practice Area Heads being paramount) and General Counsel in the top 100 companies.

As you can see on the right, we cut the circulation from 15,000 to 10,000. We plan to reduce this further, to 8,000, to coincide with the launch of corporate subscriptions.

This also helped save costs (due to the more expensive printing). Desired circulation

www.thelawyer.com

The Lawyer’s first webcast

Pre-webcast• We sent 4 emails out prior to the webcast encouraging people to register. We also

sent 4 reminders out to registrants, which peaked at a 27% CTR on the day of the webcast.

• We ran wallpaper, MPU and leaderboard banners in the month run-up to the webcast. The wallpaper had a 5% CTR.

• Articles promoting the webcast were also published on the site, and the webcast was marketed in The Lawyer Daily News email alert. One article had 5,332 unique views.

During webcast• 327 registrations to the webcast• 298 webcast viewers on the day

Post-webcast• Post-webcast footage streamed 116 times, as of 06/07/16• Plan to host a ‘How to’ workshop on webcasts• New webcast booked as a result of success

www.thelawyer.com

New marketing sites

New sites launched for:• The Lawyer Research Service• The Lawyer Market Intelligence• The Lawyer Market Reports• Clean Energy Pipeline

This allowed us to capture leads for the sales team, as part of integrated marketing and sales campaigns.

LMI marketing site

LMR marketing site

www.thelawyer.com

On-site marketing project

As traditional online banners, such as MPUs and leaderboards tend to generate on average around a 0.5% CTR, we decided to introduce more pop-up banners to see if they encouraged more traffic. We ensured that in our trial we segmented the audience so that the banners only appeared to relevant registrants.

The litigation pop-up we introduced in January to direct people to the Global Litigation market report saw a 6% CTR, which proved that pop-up banners generate more traffic.