Developing a fully-integrated marketing strategy for a campaigning law firm


Leading trade union and personal injury law firm Thompsons Solicitors appointed Freshwater in 2012 to conduct a comprehensive audit of the firm’s marketing channels and outputs.

The personal injury market is continuously changing, and fiercely competitive. We devised a comprehensive marketing strategy that enables Thompsons Solicitors to set itself apart in a crowded legal sector.

We continue to be responsible for the firm’s external marketing and communications, drawing on our full range of specialisms and working in close collaboration with senior colleagues at the firm. This sees us drive an integrated marketing strategy focused on a combination of high-impact campaigns and always on brand activity.


7+ year-long relationship

Double the legal industry average conversion rate

in search advertising in 2019


average media opportunities to see per year


Thompsons Solicitors has been standing up for the injured and mistreated since the firm was founded in 1921. The firm has fought for millions of people, won countless landmark cases and secured key legal reforms. As the most experienced trade union law firm in the UK, it works closely with a range of campaigning organisations both in the UK and overseas.

Thompsons had only recently celebrated its 90th anniversary when it tasked Freshwater with helping it to prepare for upcoming changes in legislation that were likely to restrict access to justice. The firm wanted to partner with us to raise its profile around key specialisms and build brand awareness, while showcasing its roots as a firm that fights social injustice.


At the outset of the contract, Freshwater worked with representatives from the firm to undertake a comprehensive review of Thompsons’ marketing activity with a view to developing an evidence-based strategy to both prepare for legal changes, and meet the challenges posed by a much more competitive market.

The audit assessed the firm’s market position and activity, analysed the marketing activity of key competitors, obtained insight and feedback from key stakeholders and mapped customer journeys, which included an extensive digital audit.

Using the competitor and audience insight gathered, we undertook a rebrand that showcased the firm’s point of difference and was more closely aligned with its vision for the future.

Using access to market and case data as well as customer insight, we developed a comprehensive marketing and communications strategy that covers above and below the line marketing, public relations, political communications, direct mail, digital marketing and content marketing. The strategy takes a right person, right message approach across specific tactics for owned, earned and paid-for media.

Alongside lead and case generation activity, we also undertake always on brand activity, including a full-service press office function, which serves a UK-wide network of offices to deliver profile-raising press and media campaigns.

Our in-house digital team manages a comprehensive digital strategy comprising on-site and off-site search engine optimisation (SEO), Pay Per Click and paid social media campaigns to improve the site’s visibility within major search engines and drive quality traffic to the website.
We also work with the firm to develop and execute high-impact campaigns aimed at protecting access to justice or advancing people’s rights. This includes building on Thompsons’ existing activity to strengthen and enhance relationships with trade unions, as well as cement links both locally and nationally with charities and campaigning organisations.


The marketing strategy is tracked against a set of client-agreed metrics, with key measures including case intake, conversion rates and engagement. Campaigns designed to fight for victims’ rights, support key specialisms and respond to changes in legislation or the firm’s operating environment are in play on a quarterly basis. Please see Patients Before Profits for a detailed example of one of our campaigns for Thompsons Solicitors.

We continue to work as a collaborative and agile partner to the firm, maintaining their brand profile alongside delivering specific activity of high strategic and commercial importance.


Thompsons Solicitors

Related services

    • Marketing Strategy
    • Campaign Planning
    • Brand Strategy
    • Digital Marketing
    • Content Marketing
    • Video Production
    • Public Relations
    • Public Affairs
    • Social Media Marketing
    • Design
    • Web Development
    • Advertising


    • Professional Services


2012 - Present