After conducting thorough workshops with senior management and lawyers from all parts of the business, Faith trialled multiple positioning lines before Ryan Carlisle Thomas ultimately went with the tagline of ‘Caring. Committed. Courageous.’ Present through the website and forming a cornerstone of the brand’s positioning, this is a line that captures the full extent of their service offerings. It will be present throughout the firm’s advertising efforts moving forward, representing their core values in a streamlined and effective message.

RCT’s new website has been carefully curated, with detailed thought given to the copy present, iconography and imagery used, and the colours presented within the design. While the firm’s primary brand colours are quite stark (red, white, and dark grey), it was felt that a shift to including a pink and darker red represented the brand’s subtle evolution over the past several years. With over 90% of their workforce being female covering a range of services that can be, at times, quite confronting, the firm wanted to present a slightly softer touch in terms of their colourings. The additional benefit of this new colour was an overall enhancement to the user experience, providing greater contrast and improved visual appeal.

Faith is excited to be continuing to work with Ryan Carlisle Thomas Lawyers in 2024, including new media campaigns and creative executions aimed at continuing to drive the brand onwards and upwards.

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The critical objective established for this media strategy was to drive contact and engagement via the website or phone. With RCT focusing on 4 key service areas within a specific geographic region of Melbourne the media strategy recommended included a Google Ads campaign combined with a programmatic digital campaign. With our combined suite of media research tools, we quickly identified where RCT’s clients were most likely to be engaging in similar activities and adjusted our plans accordingly.

The Google Ads campaign was implemented to capture the high intent users who were actively searching for legal representation or advice. Driving leads from an audience with high purchase intent was key to the strategy. Google Ads and PPC advertising in general is an integral part of any true digital media strategy, providing high visibility for select keywords identified by our team.

In addition to Paid Search, the strategy included a programmatic digital campaign that allowed RCT to reach potential clients at more engagement points across the customer journey. Through utilising social media, digital display & video advertising platforms, we were able to drive increased awareness to a huge new audience that paid search alone can’t reach. The inclusion of these digital channels resulted in a truly integrated, lead-driven digital strategy.

Incorporating both Audience Targeting and Performance-based strategies, campaign tactics included audience and demographic targeting (reaching users who are similar to our desired customers) contextual and location targeting (reaching users at a certain point in time or place when it may suit them) as well as behavioral targeting (focused on matching users who interact with the digital space in similar ways to our customers) including lookalike audiences and retargeting strategies.

One of the key benefits of utilising a programmatic approach to these digital campaigns was the ability to optimise the campaign according to results. Providing the flexibility to adapt the campaign tactics and budgets, in real-time, towards the strategies and platforms that were delivering the highest leads at the lowest cost was a key driver in using programmatic platforms. Programmatic really is a crucial aspect of any modern digital advertising strategy, combining resources that would previously be siloed off between different channels and effectively managing those funds depending on which campaigns were performing best.

A key result from the integrated digital strategy has been a significant increase in the number of leads to RCT, which has been accompanied by a 50% reduction in the cost per acquisition from October 2020 – October 2021. We’re incredibly please with the result and look forward to continuing our work with Ryan Carlisle Thomas Lawyers in the future. If you’re interested about our media services and would like to talk, let’s chat!

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