Turning a service into a marketable product

BPE_atworkAs well as working with private individuals, the private client team at BPE Solicitors provides a number of services that are also beneficial to business clients.  They needed to find a way to sell these services into Companies as well as encourage the firm’s commercial teams to promote them to existing clients.

The services are based around protecting business owners from problems arising when the head of a business or a major shareholder faces personal issues such as divorce, critical illness or even death and include wealth management, succession planning, along with other business protection measures all wrapped up in a ‘Corporate Will’.

To help make these services easier to understand and ‘sell’ I created a product called ‘BPE At Work’ and developed the strapline


We then marketed BPE At Work to businesses with more than 250 staff offering a three tier service; for employees, directors/senior managers and business owners.  A dedicated website provides access to legal advice via an online portal, accessed directly by the company’s intranet and BPE offers monthly ‘drop in’ clinics.

A range of bespoke services for Directors and Senior Managers are also provided including:
• Inheritance Tax planning
• Trusts
• Wealth & Asset preservation
• Pre-nuptial and Post-nuptial agreements
• Divorce and finance issues
• Separation
• Children issues

BPE At Work opened up a whole new sector of business for the Private Client teams as well as giving employers the opportunity to extend their employee benefit package to include confidential legal advice.  It also gave BPE’s commercial teams something tangible to discuss with existing clients.

My role:  BPE at Work concept, creative & marketing strategy, copywriting.

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