Schofield Sweeney: Transforming share of voice for a regional law firm

 

  • 160 pieces of media coverage: We delivered sustained, strategic brand visibility across national, regional and target vertical media.

  • Yorkshire Post residency: We secured a coveted monthly opinion column to consistently profile senior partners to high-net-worth prospects.

  • National litigation exposure: Escalated regional commentary on the Post Office Horizon scandal into national broadsheet features, attracting higher-value, complex litigation briefs.

  • Direct commercial impact: We secured unpaid invitations to exclusive aerospace and manufacturing roundtables, generating direct, face-to-face pitching opportunities.

The brief: Despite its 175-strong team and deep expertise, full-service commercial law firm Schofield Sweeney found itself overshadowed by noisier competitors. Previously reliant on event sponsorship that grouped the company with rivals, Schofield Sweeney tasked The Right Agency with overhauling their strategy to increase share of voice, establish the firm as the largest in Bradford, and position senior partners as thought leaders in key vertical sectors like manufacturing and real estate.

Our approach:

  • Proactive thought leadership: We pitched senior lawyers as the “go-to” experts for navigating regulatory changes in highly technical vertical sectors (e.g., Islamic finance, waste regulations, and oil prices).

  • Expert opinion: We cultivated relationships with regional business editors to ensure Schofield Sweeney was the first firm called for local commentary on national legal issues.

  • Client-centric press office: We developed a fast-track system to extrapolate major contract and case wins, allowing the firm to offer added-value PR to clients while amplifying its own commercial successes.

  • Strategic awards & events: We advised against crowded legal awards. Instead, we entered the firm into business, property, and retail sector awards to place Schofield Sweeney directly in front of target clients, whilst pitching lawyers as expert panelists at industry events.

The impact:  Within 12 months, the highly targeted B2B PR campaign shifted Schofield Sweeney from paying for market access to being actively sought out by target clients. By aggressively positioning the firm’s lawyers as definitive problem-solvers in critical commercial pain points, the campaign directly supported business development, accelerated lead generation in key verticals and eliminated the need for previous sponsorship costs.