The Sheriffs Office - Market share and market leadership
Asked Scaramanga to …
Develop and implement a marketing campaign to grow new business, gain referrals from existing clients and build repeat business.
In 2009 when they appointed Scaramanga, The Sheriffs Office was a relative newcomer to the world of High Court Enforcement and has big goals to get into the top three and they wanted a robust marketing campaign to help them grow from position #12.
We put our thinking hats on …
And developed a marketing programme to position them as industry thought leaders and experts within the business community, and more importantly, the legal community. About two thirds of their business comes from solicitors – general, litigation, property and employment – and they wish to develop stronger relationships so that they become preferred suppliers.
We have segmented their existing databases and acquired new databases and now email 100,000 business and legal contacts twice a month. We completely overhauled their brand, as it wasn’t creating the impact and positioning we required.
This lead to a new website – with full content management so the client has control – new stationery and a full set of new literature. We are also implementing a social media campaign and are developing new campaigns to target the legal professional generally, including the top 500 law firms, as well as the commercial property market.
In order to reach the wider general public – on a limited budget – we pitched a factual series covering their work to BBC One. This was commissioned and called The Sheriffs Are Coming, which has run for three daytime and two primetime series, and series 4 in production.
And delivered these results …
Business is growing: the sales and marketing strategy has moved them from 12th to 4th largest in the market over just three years. Financial results are strong, with growth across both turnover and profit. Market share has risen from 0.9% in 2009, up to13.1% in 2013. The programme also won the Broadcast Award for best daytime programme 2014.
The Sheriffs Are Coming has attracted 52% of the viewing public, a massive 30 million viewers! And in 2013, the number of writs enforced by High Court Enforcement Officers grew by 8.4% to nearly 77,000, putting over £76M back into the economy. This increase in the use of HCEOs is despite significant reductions in the number of judgments issued.
The Sheriffs Office performed extremely well, enforcing 38% more writs than in 2012, equating to 47% of the total growth of writs during the year, no doubt due to the success of the programme.
“We have worked with Claire for 5 years and I can highly recommend her services. She has made our marketing really work for us and taken us from start up to market leader – we wouldn’t be where we are today without Claire’s help.”