Scala’s 2023 Recap: A Year of National Campaigns, Growth, and Recognition

Foreword by Natalie Rodgers, Managing Director of Scala “2023 has been one of the busiest and most transformative years for Scala. Over the course of 12 months, we have seen new starters join, the rollout of politically disruptive national campaigns, and awards’ recognition. Our team has worked tirelessly to transform our clients' strategic goals and support those they represent in some of the most emotionally challenging and nationally significant campaigns and news stories.”

2024 will mark 15 years since Scala first launched, and we’re looking forward to working with clients, old and new. Before we venture into 2024, we’d first like to showcase just some of this year’s work. Our work covers PR, Marketing Campaigns, Web Development & Branding. We’ll also look at Scala’s growth this year, namely our new staff members, along with our awards success!

Our PR work

PR continues to be a primary focus for Scala’s growth strategy, this area of the business is thriving, with our involvement in several national high-profile stories which helped to secure us two major industry award wins.

Lucy Letby

Scala was instructed by Switalskis solicitors to manage the unprecedented media interest in the trial of child serial killer Lucy Letby. The firm represents the families of seven of the victims (the majority of them) in their Clinical Negligence claims against the Countess of Chester Trust. Despite heavy reporting restrictions, solicitor Tamlin Bolton became a central face and voice in the media during the sentencing hearing and related issues. Scala addressed sensationalist headlines, navigating topics such as Letby's refusal to attend the hearing, government plans for extrajudicial powers, and the call for a statutory public inquiry. Working closely with journalists, Scala secured in excess of 50 pieces of TV, radio, and press coverage, reaching an audience of 2.33 billion. We supported Tamlin in major TV interviews, ensuring consistent messaging and coaching for one of the most intense media schedules we’ve ever organised.

Failures in maternity care in Nottinghamshire, Leicester, and Sheffield

We've participated in numerous stories showcasing the struggles of babies and families affected by maternity care lapses, with national coverage. A notable instance was our role in garnering significant media attention for Nottingham University Hospitals NHS Trust's Public Meeting in July. Families attended to spotlight maternity service failures and shed light on the ongoing independent review by Donna Ockenden.

Maternity Safety Alliance

Following years of offering PR for law firms and families dealing with maternity care issues, Scala was enlisted by the Maternity Safety Alliance (MSA). This group of affected parents is advocating for a statutory public inquiry into England's maternity services. We facilitated their launch by coordinating press interviews and prime-time speaking engagements and working closely with Emily Barley, a prominent MSA spokesperson who has addressed the press on national television multiple times. 

Web Development, Branding and Marketing Strategy

Much like Scala’s work in PR, our marketing campaigns are helping to transform businesses and widen their sphere of influence. Website development and branding continues to be a fundamental aspect of Scala’s work. We regularly help build and launch sites that provide clients with visually impactful and SEO friendly-websites.

FRCConnect

For FRCConnect, we led the extensive development of the brand, creating a comprehensive branding package. This included designing graphics, establishing a colour palette, developing the logotype, and refining typographical elements. Scala managed the entire design, construction, and launch of the FRCConnect website. This encompassed the seamless integration of community forums, the implementation of an interactive calculator tool, the facilitation of webinar hosting services, and the creation of two customised content management systems (CMS), one for the website and another for the community forum. Full social media integration was executed to bolster the online presence.

Scala played a crucial role in shaping the marketing strategy for FRCConnect, focusing on messaging, user community building, and podcast content curation. This engagement was informed by insights gathered from monitoring market discussions to position the platform as a top authority on fixed recoverable costs management. On social media, a detailed monthly strategy was created, encompassing post-scheduling, image selection, and client input. Continuous monitoring and analysis of posts contributed to a comprehensive ROI showcase.

Venters Solicitors

We rejuvenated Venters Solicitor’s outdated brand, transforming it to mirror the contemporary and dynamic nature of Venters as a legal firm. The objective was clear: shift the focus from June Venters KC as the face of the business to spotlighting the collective expertise of the talented team comprising over 30 lawyers and showcasing their outstanding work.

After conducting extensive consultations with the firm's managers, lawyers, and staff, our creative team crafted a sophisticated and modern logo. In addition, compelling marketing messages and taglines were developed as integral components of a comprehensive rebranding initiative. As part of this rebranding effort, Scala not only designed but also built a new website. This website strategically highlights Venters Solicitors' niche areas of expertise, with a deliberate selection of imagery aimed at capturing the diverse and inclusive nature of the firm's client base.

New Starters

A clear sign of Scala’s rapid development is the four new employees that have joined our small but dynamic team.

• Ann-Marie started - Account Manager
• David Allsop joined - Digital Marketing Executive
• Jake Bestwick - Digital Marketing Executive
• Christian Abbott - PR Executive

In addition to the new hires, there was also a promotion to Client Director for Carly Cotton.

Awards’ Success

In June, we earned the 'Mark of Excellence' at the Chartered Institute of Public Relations (CIPR) Awards 2023 in the 'Specialist PR Consultancy of the Year' category for our unparalleled expertise in legal sector PR. The ceremony, held at the Royal Lancaster Hotel in London, celebrated outstanding PR businesses and individuals internationally.

To conclude the year, we received the 'Marketing Campaign of the Year' Award at the Personal Injury (PI) Awards, hosted at the Hilton Manchester Deansgate on November 23rd. This event brought together top lawyers, law firms, and service providers.

Throughout the year, we contributed to the award wins and shortlisting success of our clients, including Venters Solicitors, Kain Knight Costs Lawyers, Chroma, Medical Solicitors, STEPS Prosthetics and STEPS Rehabilitation.

For more information on Scala and our work, including how we can help your business in 2024, please contact us today and speak to a member of our team.