Nelsons: Internal Comms Training

Crafting a creative campaign to bolster internal referrals



    East Midlands law firm Nelsons provides legal services for businesses and individuals across the country. We have been working with Nelsons since 2013, using traditional PR content to raise general awareness of the law firm and its service. 

    To help realise its vision of looking after the client and not just the transaction, Nelsons wanted to implement a creative campaign that would give its employees the tools, support and confidence when making internal referrals. 



    Our creative campaign was broken down into four key areas, with a host of tactics to support each aim. 

    Raise internal awareness of the services Nelsons offers and how different departments can support clients: 

    • Drafted scripts, filmed and edited short and informative talking head videos to raise internal awareness of each department’s responsibilities 
    • Crafted and designed fictional case studies to show how work can be referred internally and the positive impact this can have on the business 
    • Formulated and designed a timeline graphic capturing the potential journey of a client 
    • Hosted a virtual pub quiz evening to kickstart the campaign 


    Give solicitors the confidence to ask the right questions and build a rapport with their clients: 

    • Produced a dedicated training video presentation called ‘Building a Rapport with Clients  
    • Created and hosted virtual and interactive training sessions to provide employees an opportunity to put the skills they learned into practise, followed by a live Q&A 
    • Developed a word cloud of buzzwords to support employees in enhancing their client conversations 


    Enthuse teams and create healthy competition: 

    • Generated incentive ideas and designed a map to show the process 
    • Created a league table showing which department has made the most referrals 


    Ensure solicitors feel supported throughout the campaign: 

    • Produced a treasure chest area on the intranet dedicated to all the resources and materials. 



    When we re-defined our vision, one of the key things we wanted to achieve was to be the best in class in client happiness by looking after our clients and not just the transaction.  We wanted to support our employees so that, should clients have any further requirements, they could discuss these services with confidence. Cartwright Communications created an internal communications campaign, which ran over a number of months and raised awareness of the depth of services and specialisms that each of our departments provide.  By delivering this information through a range of engaging and creative resources, our teams were able to increase their knowledge and bolster their confidence which, in turn, empowers our clients through the complex legal issues they are facing.

    Anna Smith | director of marketing at Nelsons



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