Service and project type

Digital marketing | Paid Media

Relationship

We started working with CILEX – Chartered Institute of Legal Executives – in 2021, when they approached us about helping them launch a new campaign to market.

Problem

CILEX is a well-known governing body for Chartered Legal Executive Lawyers, legal practitioners and paralegals. They wanted to launch their new qualification – CILEX Professional Qualification (CPQ) – to market, which over time would supersede previous CILEX qualifications. This ‘work while you learn’ qualification enables professionals to become specialist lawyers without needing a law degree.

Solution

• Develop a 2-phased approach:
  • Phase 1: Brand awareness 
  • Phase 2: Lead generation
• Use the brand awareness phase to test audiences and channels and gather a remarketing pool for the lead gen phase
• Refine the strategy for lead gen by creating dedicated landing pages, creatives and journeys dependent on students’ current place in the law industry
• Target employers, encouraging them to take on new CILEX students
• Continuously A/B test and refresh creatives to create impact

Results

From the start of 2022 through to June, we’ve driven 803 contacts:

• Google – Average cost-per-click (CPC) is £0.37, with a click-through rate (CTR) of 4.45%
• LinkedIn – Average CPC is £3.10, with a CTR of 0.30%
• Facebook – Average CPC is £0.34, with a CTR of 1.62%