BRANDING / INTEGRATED MARKETING

Law Firm Social Media Marketing

— Gilton Valeo —

Social Media strategy of a powerful online marketing program for a Sydney-based immigration law firm. From creative messaging, optimal scheduling through to reporting and insights.

Situation:

Mind Methods Agency ran a formal brand planning process through interviews and workshops, bedding down Gilton Valeo’s brand positioning and differentiation and developing a foundation for the brand ‘essence’ through visual cues.

This exercise resulted in a clearly documented brand report, forming the platform upon which a refreshed brand identity was built and now influences the execution of all future creative messaging (including photography, social media, website, video, advertising etc).

‘A desk with a view’: This concept represents being in Sydney, making the sea change. In this example the window view can be one from GV headquarters! — **‘A desk with a view’:** This concept represents being in Sydney, making the sea change. In this example the window view can be one from GV headquarters!

Strategy:

After taking the business through a Brand Strategy project we were armed to produce a communication strategy social media channels.

We rolled out the new Gilton Valeo branding through the social media profiles. The look & feel took the shape of “first class travel” and “frequent flyer lifestyle”, themes that suited the target audience of young professionals looking to work abroad. These cues all carried over from the print collateral Mind Methods had developed.

Solution:

The primary focus of the online marketing program is Business to Business (B2B) Marketing, however, simultaneously there is an element of Business to Consumer (B2C) Marketing.

For B2B it was important to raise the level of polish across all social touch-points and build trust in the Gilton Valeo brand. We evolved the blog and social media profiles with rich photography, moving away from their previous use of Sydney Harbour stock images. To accentuate this approach we used dramatic photographic qualities such as lens flares and bokeh effects, lifting the brand perception to another standard.

For B2C it was all about visual themes. Wherever possible we moved away from the practical subject matter and pushed a lifestyle angle, communicating the youthful, modern and progressive side of the business. In the brand workshops, it was clear that Gilton Valeo wished to portray their business as being different. This was a great opportunity to change the game. It was time to do away with the images of passports for visa blog posts.

The project included: