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QualitySolicitors is a network of over 100 UK law firms, each serving its local community. The challenge was creating campaigns that felt cohesive nationally but never generic locally, messaging had to resonate in every office while maintaining the brand’s authoritative, approachable voice.
On top of that, national initiatives, like their long-term partnership with children’s charity Barnardo’s, needed to land meaningfully for all audiences, making a tangible impact while feeling authentic and relevant.
As part of the in-house team, we applied a strategy-first approach to ensure national campaigns felt cohesive yet locally relevant, giving each office the confidence to act with clarity and impact:
Insight-led planning: Analysed regional audience behaviour and engagement patterns to understand where messaging needed to be practical, relatable, and meaningful.
Tailored audience segmentation: Defined clear segments so campaigns spoke directly to clients and communities alike.
Flexible creative framework: Developed a unified visual and messaging system that could adapt across digital, social, out-of-home, and community channels without losing brand integrity.
Content that resonates: Highlighted key national initiatives, including the Barnardo’s partnership, in ways that felt authentic and locally anchored.
Guidelines for execution: Provided templates and cross-channel guidelines to empower offices to deliver campaigns effectively while staying aligned with national objectives.
Ongoing optimisation: Monitored results in real time, iterating campaigns to strengthen engagement, familiarity, and action across all touchpoints.
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