Over nine years we have helped this leading employment law firm grow from a two partner start-up to become the UK operation of Littler, the largest employment law firm for employers in the world. The firm now employs 23 lawyers at its London offices, and works for a client list of major global organisations.
Our role with GQ|Littler showcases everything that we can do for an entrepreneurial law firm, including:
Marketing and BD strategy
Our initial engagement with the founding partners, a year after the firm was set up, was to help them identify what marketing they should be doing on a limited budget to achieve maximum impact in terms of awareness-raising and new business development.
Over the years, we helped them revise and develop the strategy as the firm grew and, latterly, became part of Littler. Our experience as business coaches also meant that we were also able to support the partners with their strategic decision-making beyond marketing and BD.
Positioning and branding
Early in our work with the firm, we helped develop a distinct market position, and gave the partners reassurance to adopt a premium position in the market, including in terms of their pricing strategy. Using client research as a driver, we led a re-branding programme creating a stand-out position designed to make the firm look different and help build awareness and recognition. We then evolved this position over the years to reflect changes in the market and in the firm’s capabilities and competitive standing, and drove this through evolution of the branding, including new website development and materials.
Outsourced marketing director and team
RCR provided an outsourced marketing director and team to GQ|Littler, and we took responsibility for implementing the marketing strategy. Working closely with the partners and the in-house support team, our work included:
- Creating and delivering marketing and BD campaigns
- Managing external BD consultants and telemarketing
- Implementing web and social media strategies
- Developing a PR programme and appointing and managing an external PR agency
- Awards programmes
- Events programmes
- Creating collateral and materials
- Marketing automation platforms and CRM systems
- Managing relationships with agencies and partners
- Working with the Littler marketing team in the US and worldwide, following GQ’s joining Littler
- Recruiting the firm’s first in-house marketing manager
Results
The results of our work are reflected in our long relationship with GQ|Littler and, more importantly, in their business success. As well as becoming part of Littler, the world’s largest employment law firm for employers, the firm now has 11 partners and 23 lawyers in total in the UK. Its clients include major international corporates, and it handles some of the most complex and high-value employment work in the UK and beyond. In addition, it has risen up the rankings of the leading directories to become one of the leading employment firms in the UK, and has won or been shortlisted for numerous awards.
You can watch Senior Partner Paul Quain talk about what we have done for the firm here.