Targeting The Legal Top 200 with Clever Communications for Shieldpay
Background
Shieldpay is a leading provider of payments technology to the legal sector. With previous PR agencies, the business had both a challenge with ghost written content and struggled to get traction with the media, despite having powerful insights of profound relevance to the business’s key audience of legal practitioners. With a shifting regulatory landscape to content with, as well as a key target of top-200 law firms, we came onboard to help Shieldpay connect with its core audience and customers.
Client Challenges
A key challenge that needed to be overcome to fulfil this brief, was to get quickly to grips with the Solicitors Regulation Authority’s Consumer Protection Review, and to understand what this meant for UK law firms and how our client was part of the solution. Then we needed to take this highly technical insight and turn it into compelling content and earned media opportunities.
Solutions
To do this, we began our relationship with Shieldpay with interviews with key executives from the Shieldpay team, to ensure we were fluent in the issues, understood their narrative and tone and were able to deliver content that would support the business’s objectives.
Results
Within weeks of onboarding, we’d achieved what previous agencies couldn’t and landed opportunities for the team at Shieldpay to write with leading UK legal publications. With our background research, we were able to write these pieces to the high-standard required and discuss the technical aspects of payments technology, regulation and the legal sector in a way which positioned our client as genuine thought leaders. Writing for publications such as Law.com and Law360, we reached an audience of 1000s of legal professionals with our content.
Alongside this, we’ve overseen a significant programme of content production for social channels, support our client’s event programme as well as landing regular comments with other key outlets including The Lawyer.
“A proactive, friendly and capable team that were able to get into the weeds of the legal industry and engage our key media outlets and titles to provide thought leadership and news.”
Claire Van der Zant, Chief Growth Officer, Shieldpay
