Take AIM

Client: DMH Stallard
Campaign: ‘Take AIM’
Timescale: March 2006 – December 2006

Background

London and South East law firm DMH Stallard works with publicly owned companies, privately owned businesses, charities and public sector organisations and private individuals.  The firm has 52 partners and over 350 people working in offices in London, Gatwick and Brighton. 

DMH Stallard invited Priory to create a campaign specifically focussed on the Alternative Investment Market (AIM).   

Objective

  • To promote DMH Stallard’s AIM expertise to large private companies across the South East that may be contemplating floating on AIM and to companies already listed on AIM.

Implementation

Priory implemented the following –

  • Priory facilitated an intensive brainstorm with the AIM specialists at DMH Stallard to garner expert opinion for the development of a detailed and carefully targeted communications strategy
  • Priory built a DMH Stallard ‘AIM expertise’ profile by creating a selection of simple, tailored messages relevant to the firm’s AIM expertise for use with target press throughout the campaign
  • Priory collaborated on and developed content for the creation of a dedicated AIM section on the DMH Stallard website
  • The campaign and website was launched with the strap-line ‘Five Steps to AIM’ and the editorial content – which was used in the launch press material and on the website – focussed on DMH Stallard’s ability to make the process of floating on AIM simple and easy to achieve for businesses in the South East
  • Priory negotiated an opportunity with South East Business, a key target publication for the campaign, to run a six-month programme of articles all about AIM which would also raise the profile of the AIM specialists at DMH Stallard
  • Priory advised on and supported the creation of an AIM seminar in London held at the London Stock Exchange for businesses in the South East contemplating floating on AIM.

Results

  1. The campaign generated a wide range of media coverage for the campaign in a selection of regional, local and trade press.
  2. The six-month programme of articles in South East Business generated a converted new business lead and the publication said: “We received really good feedback from our readers about the AIM articles DMH Stallard ran throughout the campaign.  Readers were particularly impressed with how uncomplicated the advice about AIM was and how it made the whole process much easier to understand.”
  3. The press materials created, such as the case studies for the website, press releases and articles generated 538 visitors to the AIM section of the website over three months.
  4. The AIM seminar which completed the campaign attracted 80 delegates and generated a significant number of new business leads.

About the campaign, Stephen Clow, Partner and AIM specialist at DMH Stallard, said: "I was impressed by how quickly Priory grasped not only our business requirements for this project but also the complexities of the topic.  It was this in-depth understanding that enabled Priory to create and execute such a well-tailored communications programme and subsequently guaranteed us the excellent results the campaign achieved."