This was a campaign that was initiated via an e-mail message contained within daily (Monday to Friday) legal industry newsletters distributed in Scotland by ‘Scottish Legal News’ and ‘Legal Matters Scotland’ to their large distribution lists, which includes the majority of lawyers in Scotland.
The campaign ran during the whole period that this competition is open to (from January 1, 2024 until January 31, 2025).
It was to attract lawyers to the Plug & Play Law platform where they can work as self-employed consultant lawyers under the umbrella of Inksters Solicitors.
The January 2024 e-mail message had a banner advert:
and accompanying text that read:
“Why your New Year’s Resolutions should include joining the Plug & Play Law waitlist
Plug and Play Law gives you more of the fees you generate; complete freedom of how, where and when you work; and allows you to focus on doing the legal work that you love to do.
All things lawyers may have made New Year’s resolutions about. However, will you turn any of those into reality in 2024?
Joining Inksters’ Plug & Play Law waitlist might just be your first step to do so.
Inksters are shortly launching a new approach to Plug & Play Law. Accordingly, if you want early access to this innovation, register your interest now. You will then become part of Inksters’ inner circle community, giving you priority access and information. In particular, you will find out if Plug & Play Law is a good fit for you.
Greater flexibility, support and reward
Discover how Plug & Play Law can supercharge your ability to achieve greater flexibility, support and reward. Thus changing the way that you do law.
Preventing the adverse effects of working in a traditional law firm
Learn how Plug & Play Law can serve as your protective shield. Especially preventing the adverse effects of the traditional law firm partnership model and securing your future in a unique way.
Why Plug & Play Law matters
Explore the critical domain of Plug & Play Law. Particularly where you define success. Uncover how it can transform your life and career for the better.
What is Plug & Play Law?
Plug & Play is a term coined by Mitch Kowalski in his book ‘The Great Legal Reformation: Notes from the Field’. A book that features Inksters.
Mitch Kowalski refers to Plug & Play Platforms when describing law firms such as Inksters who have developed a model where senior lawyers can work as a collective, with enhanced technology and back-office support.
Inksters and Plug & Play Law
Inksters is the foremost Plug & Play Law firm in Scotland. Specifically with, by far, the largest number of consultant solicitors and the greatest geographical reach. Inksters have operated and perfected this model for 11 years and been in business as a law firm for 25 years.
Join the Plug & Play Law Waitlist
This New Year join the waitlist. Thereafter, be first to find out if Plug & Play Law is a good fit for you.”
The underlined text linked to a landing page encouraging those arriving at it to join a waitlist:
This was followed by a Spring Waitlist:
This e-mail campaign (New Year + Easter) resulted in 49 lawyers joining our waitlists.
We then e-mailed an invitation to those 49 lawyers to complete our online scorecard: https://join.plugplaylaw.com/scorecard
21 of those 49 completed the scorecard.
We then introduced that scorecard directly via our e-mail campaign targeting, firstly, sole practitioners:
… and then partners:
“Are you a law firm partner wishing things could be different?
As a law firm partner, are you:
- Fed up with office politics?
- Annoyed with the decisions made?
- Frustrated by some of your fellow partners?
- Disgruntled by the way the cake is divided up?
- Confused why you ended up in charge of HR or IT?
- Wishing you could concentrate on just doing the law?
The good news is that things can be different with Plug & Play Law!
Plug & Play Law gives you more of the fees you generate; complete freedom of how, where and when you work; and allows you to focus on doing the legal work that you love to do.
Find out if Plug & Play Law is a good fit for you. Simply complete the scorecard for law firm partners.”
The underlined text linking to a landing page encouraging those arriving at it to complete the scorecard: https://join.plugplaylaw.com/partner
This added another 36 potentially interested lawyers to the mix who directly completed the scorecard.
We worked through all of the 57 lawyers who had completed the scorecard (via the waitlists and the sole practitioner and partner campaigns), based on the level of scores achieved, by inviting, via e-mail, those with suitable scores to a meeting.
As a result of this funnel process we have added seven new lawyers to the Plug & Play Law platform and are set to undoubtedly add more as the campaign continues during 2025.
We have seen business growth, from this, like we have never achieved previously.
