Sharpe & Abel
Based in Melbourne, Australia, Sharpe & Abel is a specialist law firm for the industrial and infrastructure sectors. The company provides a range of legal and strategic support services to companies facing complex engineering and construction contractual headaches.
Sharpe & Abel approached Move as it was looking to take a more structured and long term approach to its marketing effort, using a clearly defined strategic planning process.
In Australia, investment in Government-funded infrastructure projects was on the rise. This was planned to help the country and the sector recover following COVID-19 lockdowns. With more opportunities for contractors to make the switch from private to public projects, Sharpe & Abel were looking to offer support to the legal and procedural differences companies would face when making the transition to Government-backed contractual work.
In the first instance, the solution would take the form of identifying a defined sector and devising a six-month campaign with which to raise awareness of its services.
Move undertook a strategic planning process for the Australian Critical Infrastructure sector, aimed at developing Sharpe & Abel’s proposition for this target group. As well as analysing competitor offerings and producing buyer personas, this process also created a strapline and messaging matrix around which the campaign would be themed.
Consequently this campaign has been rolled out in Spring 2021 across a range of digital channels, with highlights so far including a doubling of website traffic and a massive increase in social engagement.