Established in 1875, Laytons has grown to become a respected independent law firm offering a variety of services through 35 partners, 70 fee earners and offices in London, Guildford and Manchester.
Ambitious and growth oriented, they needed more control over regional marketing and an ability to create more targeted and integrated client communications across web, email and print media. Cost, control and flexibility were all issues in realizing a centralized marketing communication strategy that would unify all offices and staff in the delivery of the firm's growth objectives.
There was also the need to refresh the way the firm communicated as a whole whilst retaining the integrity of the brand identity and this was something that needed to be expressed through all forms of communication.
Working with Laytons Director of marketing and the marketing team we began to build a new user interface and design template for the website that would reflect Laytons' values and culture.
Designs were turned into templates and applied to our online marketing management system Vx which provides complete control over the management of the core website but also the facility to build multiple microsites to enable segment based and eventually one to one marketing.
Vx will now control everything from website management, website creation, email marketing to the management of print creation and distribution at Laytons. In effect Laytons now have the full power of an external marketing agency but utilized by the internal marketing team.
"We have been using the Vx platform for the past few months and whilst the integration process has not been without the usual challenges, we can't ignore the cost savings the platform will provide. Vuture design what we want and then allow us to manipulate that design through clever technology across multiple channels. It is without a doubt the way forward."
Deborah Caldwell, Head of Marketing and Business Development at UK law firm Laytons