In 2017, Kent County Council's (KCC) in-house legal team, Kent Legal Services, moved to a separate commercial alternative business structure (ABS) to become Invicta Law. In addition to developing the new identity, we also developed a communications concept, to present the Invicta Law brand proposition and engage and inform target audiences. The marketing strategy document was created as a guide for communications professionals promoting the Invicta Law brand or marketing its services before, during and after its official launch in 2017. The strategy took a comprehensive view of the business, giving marketers and Invicta Law's leadership clear, reasoned and consistent marketing messages. Taken together with the new corporate identity and creative concept, this makes for powerful communications that will help Invicta Law create a buzz and engage new audiences in its first year of trading. The marketing strategy exists to serve the overall corporate strategy. It does this simply by formulating and delivering appropriate and engaging messages between the corporate strategy and target audiences. Below are the key elements of the overall corporate strategy that must be delivered by the marketing team: Involve - Ensuring that the energy of key supportive stakeholders is harnessed. Inform - Protecting existing relationships via effective communication. Engage - Growth and profitability. Improve and expand services, building on its track record of public sector expertise and value for money. Values: We worked together with the Invicta Law team to drill down into the values at the core of their offering. What it stands for and how it sets about fulfilling its mission: People focused, Approachable, A disruptive innovator. Next on the strategy was that Mission Statement followed by honing in on target sectors. Rather than taking a "big bang" approach, the marketing strategy would roll out in line with prioritized strategic aims. Of which: Inform existing clients and stakeholders, Engage new clients. Together we defined those target markets: Local government, Education, Blue light services, Central government, Health sectors, Collaboration, and white labeling. Messaging: There are a few essential points that need to be conveyed to and understood and retained by Invicta Law's target audiences. These are the defining qualities and benefits that need to be conveyed in every communication issued by Invicta Law as it "sets out its stall". The audience for the key messages is the full range of stakeholders: existing and prospective clients, shareholders, partner organizations, employees, competitors, and even the general public. We are public sector legal experts. We represent value. We are a client-focused technology firm. We are transforming legal service delivery. We care. Channels: We developed a strategic plan to drive engagement with the campaign in either stand-alone communications or multiple channels adding value to each other. These consisted of: The website at the heart of the campaign, Dedicated landing pages, Video, Social advertising, Email campaigns, PR, Events, Specialist media, and Telemarketing. This included an activity plan with a timeline of events. Followed by metrics to gauge return on marketing investment across the various channels. Finally, evaluation. The campaign evaluation process will deliver an overall judgment on the campaign's effectiveness in order to answer the question, "did it work?" This should include a report that collates and assesses all of the agreed campaign metrics; results from a short stakeholder survey on the campaign and estimation of sales driven directly or indirectly by the campaign. Brand guidelines: We developed comprehensive brand guidelines that outline every element of the new brand and covers how to use it in digital and print media to uphold the professional aesthetic.
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