Mapping out a medico-legal reporting agency’s strategy for success

AT A GLANCE

Freshwater has been working with MAPS Medical Reporting since August 2016. Our relationship started with a communications audit, competitor analysis and market review project designed to help MAPS increase its market share. That led to the development of a comprehensive marketing and communication strategy, the redevelopment of MAPS’ website and a fresh execution of its brand. Today, we draw expertise from a range of Freshwater’s specialist teams to deliver a mix of ongoing marketing activity to help MAPS build its profile, generate new leads and explore its corporate social responsibility commitments.

HIGHLIGHTS

100

business conversions generated via the website in the first three months

2.7

million impressions achieved from digital advertising in year one

27

page one Google rankings secured for target search terms

BRIEF

MAPS Medical Reporting approached Freshwater with a brief to reposition its brand in order to reach, and appeal to, new clients in the legal and insurance sector. MAPS had identified that their previous brand and website had become potential barriers to growth, and asked Freshwater to audit its communication activity and present a series of recommendations. Based on the outcome of the audit and a competitor analysis, we worked with MAPS to deliver a series of phased projects including a rebrand, redevelopment of a new website, a digital marketing strategy and public relations drive

DELIVERY

We undertook internal and external market research, including focus group testing, stakeholder interviews and desk research, to understand MAPS’ current market position and perceptions of its brand. Brand recall was high, however we identified that an outdated visual identity and website were preventing growth and potentially damaging reputation.

Taking that insight, we created a new brand concept, brand guidelines and suite of messages that better reflected the business and shaped to meet a series of organisational objectives. We also developed a new website to showcase the new brand and ensure MAPS’ online presence reflected the quality of its offer, with a streamlined user journey and new content drafted to attract quality traffic and drive conversions.

New collateral including business cards, letterheads, report templates and brochures were produced and rolled out across the organisation. And a strategy was devised for communicating the new, improved MAPS brand to key clients, prospects and other external stakeholders.

With the new identity and an optimised website in place, Freshwater embarked on a digital strategy to help build brand awareness and drive visits to the website. Tactics included on-site search engine optimisation (SEO) and content marketing, and a variety of paid tactics including display, email marketing and Pay Per Click advertising. This was supported by PR activity and thought leadership marketing, and the development of a new LinkedIn channel to enable MAPS to share its expertise to a professional audience.

RESULTS

In the first three months, following the launch of the new brand and website, we generated more than 100 new business conversions via the website. Advertising across Google and the Law Society Gazette website was seen 2.7 million times, helping to increase brand awareness, and coverage was secured in key trade media titles. MAPS’ LinkedIn followers increased ten-fold within the first year.

An ongoing SEO and content marketing strategy was implemented from mid-2018 to help increase website traffic and build on the baseline established by paid tactics the prior year. This saw MAPS secure, and retain, top organic Google rankings for more than 20 target search terms and dwell time on the website increase by 60% within just six months.

CONTACT

Louise Harris

Director
0207 067 1595

Client

MAPS Medical Reporting

Related services

    • Brand Strategy
    • Marketing Strategy
    • Content Marketing
    • Public Relations
    • Design
    • Web Development
    • Digital Marketing
    • Pay Per Click Advertising
    • Search Engine Optimisation
    • Advertising

Sectors

    • Professional Services

Dates

August 2016 - present