Case Study

Poe Kiely Hogan Lanigan Solicitors

Introduction

In early 2017, well renowned Irish law firm, Poe Kiely Hogan Lanigan, approached Enlighten IC to update their online presence and help position the firm as a nationwide leader for specific areas of law.

Enlighten IC has taken our digital marketing capability from a very low base to what is now - a powerful and important business driver. They have added significant value, and are now a key business partner to the firm. John has also, through his broad range of marketing and communications skills, contributed to several broader aspects of our business development. I would not hesitate to give Enlighten IC my full recommendation.


Padraig Doheny
Poe Kiely Hogan Lanigan Solicitors

The Challenge

In the beginning of our engagement the firm had a standard ‘cookie cutter’ website with no up-to-date information and channels such as social media, email and SEO were not being used to drive visitors to the website in order to learn more and get in touch.

At the time of appointment there had been no meaningful enquiries from the firm’s website.

Strategy

The first step in the project was to implement our ‘Strategic Insight’ exercise to understand the firm better and get a clearer view on what it was they were working to achieve. This exercise involved meeting with each Partner plus groups of Solicitors and Staff so that everyone had an opportunity to participate in and contribute to the firm’s vision for the future. The process culminated with a presentation to the entire firm in order to share the outputs of the exercise to ensure everyone was on the same page, shared the vision and was committed to the firm’s objectives and plans for the future.

Branding

An early output of the Strategic Insight exercise was that the firm’s Brand Identity needed to be updated to project the image of a modern law firm with an appetite for growth. The firm is well renowned for its broad range of legal expertise across the South East of Ireland and also has a nationwide reputation for specific areas of law such as complex local authority regulation, surrogacy law and renewable energy.

A progressive brand identity was developed with numerous assets designed and produced to help position Poe Kiely Hogan Lanigan Solicitors as a modern law firm with a strong regional presence coupled with specific legal expertise on a national level.

Website

In addition to the strategy phase recognising the need for a new brand identity, the firm’s website was also identified as an area requiring immediate attention. As such Enlighten IC designed and developed a modern and responsive website in accordance with this brand identity. A key difference between the old website and new website was the concerted effort to bring visitors on a journey through the site in order to learn more and ultimately make an enquiry for the firm’s solicitors to get in touch and provide assistance.

Campaign

As part of the ongoing relationship with Poe Kiely Hogan Lanigan, it was agreed that our initial focus would be to raise awareness of the firm’s expertise in Surrogacy Law. In recent times Surrogacy has become more and more common as an alternative route to parenthood for couples in Ireland who cannot conceive naturally and require assistance to have a family of their own.

With Poe Kiely Hogan Lanigan’s nationwide reputation for expertise and quality of service in this area, it was decided that Surrogacy law would be the first area of focus for our work.

Items delivered:

Surrogacy Resource Centre

eBooks

Brochures

Information Sheets

Country Guides

Tax Guide

Regular Blogs

Regular Blogs

SEO

Social Media

Email Newsletters

Pop Up Forms

Law Firm Of The Year 2019

The development of these materials required several online funnels to be built each with Landing Pages, Thank You Pages, Emails and Download pages so that specific materials could be delivered to interested parties.

Additional Support

In addition to our campaign related work we have also provided support for several other areas of the firm, not least preparing an Award submission which saw the firm awarded Irish Law Firm Of The Year for the South East of Ireland in 2019.

  • Video Advertisement
  • Event support
  • Event Photography
  • Roller banners
  • Video reel for an event
  • Presentation templates
  • Competition Entry

Results

The work outlined above has generated an excellent return for Poe Kiely Hogan Lanigan Solicitors.

Website traffic has
increased by 329%

An average of 21
enquiries per month

56 blogs & 3 ebooks written
and published

28.45% click rate
on emails sent

Summary

As an agency, Enlighten IC is very proud to have been involved in this work with Poe Kiely Hogan Lanigan Solicitors. We share consistent values between our two organisations and it is very pleasing to have had the opportunity to work with such a committed team in order to define their strategy from the beginning, breathe new life into their brand and execute a cutting edge online campaign to position the firm as the experts they are whilst delivering numerous leads on a recurring basis.

It is fair to say that the positioning of the firm’s Surrogacy team as the nationwide legal experts (which they are) has also seen a big increase in interest from offline sources such as numerous newspapers, radio stations and TV programmes getting in touch based on finding Poe Kiely Hogan Lanigan online and having read their content, getting in touch for their expert opinion and to participate in various shows, programmes and articles.

If you think your firm would benefit from a programme of activity such as this and would like to find out more, please click on the meeting link below to book an introductory call. N.B. This call is free and without obligation.

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