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Client magazines: crafting Lodders Life

Client: Lodders

Sector: Professional Services

V Formation’s Hilary Campton and the PR team have worked with premier law firm Lodders for almost a decade, providing strategic marketing support and PR services and leading the firm’s full rebrand in 2022.

V Formation has delivered editorial support on all nine issues of Lodders Life, the firm’s lifestyle magazine for clients, professional contacts, and friends of the firm.

V Formation Ltd

About Lodders Life

Lodders is a premier law firm in Stratford upon Avon, Henley in Arden, Cheltenham, and Birmingham. Founded more than 235 years ago, the firm offers expert advice across a range of legal services including private client, commercial law, real estate, and family law.

Lodders Life is published once a year. Last year’s release, Issue 8, was of particular importance as it showcased Lodders’ rebrand, so its content also needed to reflect the firm’s overall business strategy and focus that forms part of its new brand and market positioning – a consistent flight to quality and excellence and a focus on its legal services to businesses. The topics and clients featured in the edition were carefully selected to reflect this theme.

Bringing Issue 9 to life

Planning for the latest edition of Lodders Life, Issue 9, began in April 2023, with V Formation’s Lucy Faulkner working closely with Lodders’ marketing manager Angela Howard to bring the issue to life.

The magazine was produced and printed to coincide with Lodders’ busy event season, starting with the Moreton Show at the start of September. Our production schedule included:

  • Planning fresh, exciting and relevant new content
  • Meeting with and interviewing Lodders’ people and clients
  • Art directing location photography
  • Drafting the lifestyle features, news and people stories
  • Overseeing the selection of all supporting photography and imagery
  • Liaising with the design and production specialists at Reach Marketing
  • Proofreading and editing
  • Securing approvals from all contributors
  • Supporting Lodders’ marketing team along the content creation and production journey

Print and online magazine

Issue 9 is available in both printed and online formats, with the key lifestyle articles and thought leadership features optimised and published on the website to maximise reach and return on investment.

Hilary Campton, director at V Formation, said:

“With Lodders Life, it is important to ensure the content is balanced and interesting, with a lifestyle feel. As it’s an annual magazine, the content also needs to have a good shelf-life, so it remains relevant, regardless of when it’s read. The magazine provides a subtle insight into the type of work Lodders regularly delivers for its clients and showcases the firm’s specialist expertise and sector knowledge.

“Lodders Life presents a special opportunity to flex our storytelling muscles in a way that spotlights the firm’s legal skills and excellent client service through in-depth lifestyle features.”

Angela Howard, marketing manager at Lodders said:

“Focused on innovation, diversification, and the latest trends shaping the legal landscape, Issue 9 is shaping up to be one of our best editions yet. From unlocking cross-selling opportunities to providing a talking point when meeting new prospects, the magazine has proven to be a powerful and unique tool for the firm.

“Lodders Life is a really effective way of sharing firm news, updates and events. It helps keep clients and friends of the firm up to speed with what’s going on at Lodders. We are delighted to receive lovely feedback on it from readers each year.”

Client magazines: an effective communication tool

Client magazines are an effective communication tool for sharing company news, updates and events and promoting new products or services to a broad audience.

Keeping your clients in the know with what’s going on in the business not only bridges the gaps between face-to-face contact and touchpoints, but also helps them to feel part of your network (as well as giving them a real feel for your business), making it easier to build long-term relationships.

Client magazines can also serve as a subtle but effective cross-selling tool, providing high-quality marketing collateral that showcases the breadth of your products or services and is ideal for taking along to events and client meetings.

When it comes to external marketing communications, the V Formation team has many years’ experience in helping businesses to communicate more effectively with their audience.

For a friendly chat about improving your external comms, please contact the V Formation marketing communications experts here.

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