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E-newsletters for a global professional services firm

Encouraging alumni loyalty through professional insights

Newsletter writing Freshfields professional services
The client


The challenge

With over 5,000 employees, this global firm inevitably has talent leave every now and then. Some of their alumni go on to thrive at rival firms; some make their mark client side in different industries. Together, they’re a valuable resource of future leads, skills and employees (they often come back into the fold enriched with experience). Our job was to produce alumni communications so insightful, enlightening and entertaining that alumni can’t help but keep reading it and staying in touch.

The solution

After identifying alumni sign-up motives, we put the emphasis on professional insights, ensuring there was a business angle to each piece. We also reiterated the benefits of being active in the network at every opportunity. Finally, in the style of broadsheet supplements, we launched a number of ongoing feature article series.


The writing


21st Century partner

Dawn Heath isn’t just a new partner. She’s a new type of partner. A pioneer of ‘flexible working’, Dawn has risen through the ranks on a reduced hours contract. We caught up with her to discuss how she made the arrangement work – and why it makes good business sense for the firm.

The results

Increased e-newsletter click-through rates and consistently higher traffic on the alumni website. As a result, our remit was also increased to include alumni event material.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Joseph Richardson

Client: Freshfields

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