Law firm, Mezzle Law have embarked on a video campaign in their latest direct marketing activity to communicate to lawyers looking to join the firm. The directors of the company felt that a video campaign was the best way to target their audience and commissioned us to create the videos. The videos are featuring the directors of the company, giving an insight into what it’s like to work for the firm and some of the benefits of working in their environment.
The key element of the video campaign is to communicate the details of what Mezzle Law as a company is like. They position themselves as a different type of law firm that breaks the mould for traditionally set up legal companies.
Rather than simply trying to explain on their website and other marketing content, the directors felt that video was a much more engaging medium to communicate what their company culture is all about. This was particularly more prevalent given that they approaching the legal industry in a completely different way and that needs to come from the directors who can sell the prospect of what they are in a better way.
In addition, a video campaign can also show other key elements of what the company is all about including their offices on Colmore Row in Birmingham City Centre, the hub of the legal sector in the city.
The video campaign is all about talking directly to identified prospects who have already shown an interest in work for Mezzle Law so we decided that the videos could be longer and a different style to an advertising or marketing type video. It’s not about gaining the attention of the viewer and posting the video on social media, the intention is to give more detailed information to people that are already interested and engaged in the company. The videos are to be sent directly to interested parties via email and is one of the final parts of their sales and communication funnel when dealing with potential new recruits.
We liked working on this project because it was different to other projects because it could be a more detailed approach to the videos. It’s another use for video and not necessarily public facing so the style and content can be created differently but still an effective way of using video as a communication medium.
