Work.
Award-winning legal practice.
A large, award-winning legal practice undertook a major rebrand including name change. It was keen to establish benchmark evidence of the effectiveness of its media coverage in relation to specific services/topics and compare the results from before and after the rebrand had been fully implemented.
Despite being a relatively small B2B brand with a majority presence in business, finance and trade media, Metricomm was able to conduct analysis that proved the impact of the brand’s media activity over time, taking in the old and new practice name. We provided key insights that would identify positioning gaps and opportunities, helping to shape communication strategy and planning as a result.
Metricomm used its audience-centric media impact platform and methodology to determine:
- Size of engaged media audience over time
- Brand association with key themes, topics and issues emerging from the analysis
- Impact on Google search trends of media coverage
- Contribution of named media to engaged audience size and search trends
- Relevance of media coverage (the extent to which it is about the brand)
- Impact of media coverage on website visitors
- Trend in backlinks over time as a result of media coverage
- When backlinks from media coverage appear / disappear
We were able to prove with a very high level of confidence that online media coverage for the firm had played, and was highly likely to continue to play, a very significant role in driving business outcomes for the firm.
Key insights for the leaders of the business included:
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Online media coverage had undoubtedly played a significant role in successfully communicating the changes involved in the rebranding exercise
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More than one-quarter of visitors to the Brand website were being generated by media coverage, an impressive number that increased to around 32% of new visitors and 40% of visitors overall during the peak period following the rebrand
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Between two-thirds (68%) and three-quarters (78%) of searches for the Brand were being stimulated by media coverage
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Despite having by far the greatest volume of coverage, ‘divorce’ had very little impact on audience interest
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Topics, themes and issues such as ‘flat owners’, ‘strike law’, ‘visual intrusion’, ‘privacy’ and ‘real estate’ were far more effective in generating actual audience interest
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The period between January and April is particularly important for the brand in generating effectiveness from media coverage
Our findings, particularly those relating to the topics, themes and issues that were most effective in generating audience engagement, emphasised how misleading volume data can be when it comes to measuring and tracking business outcomes from media coverage.
