Jun 28, 2012
Strategy utilises a wide range of Total Media’s communication services
CompareLegalCosts.com, a new generation comparison website for consumers and businesses looking to buy fixed-fee legal services, has selected Total Media to launch and grow its business. With an estimated budget of £500,000, the agency will utilise a range of its marketing and communications services, including public relations, digital advertising and search. Total Media will launch CompareLegalCosts.com to the market and help the company grow the number of customer enquiries made to its legal partners.
Operating in a market space that is seen by many consumers as ambiguous, CompareLegalCosts.com’s value proposition lies in providing customers with fixed cost legal leads through its network of legal partners. The service is free of charge and requires no obligation for users. Once a customer has submitted an enquiry they can expect up to five fixed quotes within 24 hours from solicitors and barristers in either their local area, city or nationally – depending on their requirements.
Total Media’s communication strategy takes a two-tiered, integrated approach. Using its digital display advertising and public relations expertise as the key vehicles, the independently-owned agency will build awareness, credibility and trust with CompareLegalCosts.com’s primary target audience. This will be supported by Search Engine Optimisation and paid search activities, as well as multivariate testing. The combined results will enable CompareLegalCosts.com to drive website traffic, generate customer leads, and maximise conversion rate and website discoverability.
“We went to see Total Media thinking we needed a straight-forward media planning and buying strategy,” said Michael Welsh, founder of CompareLegalCosts.com. “We left Total Media knowing that there was a much smarter way to launch and grow our business. We were impressed with Total Media’s ability to pin point our challenge and, harnessing the whole communication landscape, create a customised plan for our business. “
“The arguments in favour of taking a more holistic view of how campaigns are conceived and run is not new,” said Thomas Laranjo, Managing Director at Total Media. “Yet, the lack of true integrated campaigns is testament that silo-driven thinking still persists. We have invested heavily in expanding our skills into other marketing and communications disciplines in the last couple of years. The advantages to an agency are that you can provide more strategic and more impartial advice. The advantages to clients are that you can maximise their marketing impact and budgets. Ultimately, the winners will be those companies that think broadly and are future-facing.”
Work on the six-figure account starts immediately.