Awareness and Acquisition: Taking on 2 tasks at once

National Association of Licensed Paralegals Marketing Strategy

NALP came to us wanting more people to be aware of their organisation and the courses that the training arm of their business provided. Trying to achieve the same methods would have resulted in neither being done well. This needed to be a multi-layered approach.

Promoting paralegal professionals.

BACKGROUND

The National Association of Licensed Paralegals (NALP) is the longest running UK Membership Body for Paralegals. They’ve dedicated over 30 years to promoting the status of Paralegal Professionals in the UK and overseas.

NALP has an arm of their business dedicated to training – the National Paralegal College (NPC). NPC is accredited by Ofqual and provides courses in paralegal qualifications, legal training and a NALP License to Practice. They also offer a variety of ways to study, including distance learning, blended learning, classroom learning.

Achieving different goals for different services.

THE CHALLENGE

NALP wanted assistance on two fronts. The first was about raising awareness for their organisation – promoting not only their membership but the paralegal profession itself. The second was to increase signups for NPC’s courses.

Whilst these goals were linked, they were distinctly different and therefore required different approaches. To achieve both targets our strategy would need to be multi-layered and extensive.

Being prepared – all channels, all touchpoints.

THE WORK

As an agency that specialises in Google Ads for eLearning, we instantly recognised how ads could be utilised for promoting NPC’s eLearning products. After conducting keyword research we ran various campaigns which would advertise particular courses and transport potential customers directly to them after clicking on the ad.

To raise brand awareness, we took control of all marketing communications, content creation and content distribution across both Facebook and LinkedIn. We developed a line of messaging which could be used across all channels and created a deep bank of content which could be atomised and reproduced – a particularly effective social media marketing technique.

We then increased our reach by supporting partnerships with a number of relevant organisations such as the Open University, Finders International, The Institute of Legal Secretaries and PAs and more. This ensured we were not just improving brand awareness, but improving it in key target audiences.

Finally, we provided marketing support at key events such as National Paralegal Day, generating buzz online and creating physical material which could be handed out on the day.

More followers, more members, more students.

THE RESULTS

Our multi-layered approach enabled us to hit our targets on both fronts. Within a year NALP’s following on LinkedIn had grown by 42.8% on LinkedIn and 14.6% on Facebook. The KPIs for NALP’s newsletter improved dramatically, from a 13.4% open rate with a 0.9% click through rate to a 59.7% open rate with a 17.6% click through rate – demonstrating a sharp increase in the quality of content NALP was sending out.

Most importantly, both NALP and its eLearning arm NPC experienced a growth in membership numbers and student numbers respectively during the period in which we worked together.