A F O C U S O N E X C E L L E N C E I N A L L T H I N G S

Bell Gully places a high priority on recruiting people who fit their culture of excellence. The firm is proud to offer a workplace that supports diversity and is sociable, supportive and inspiring.

To ensure a regular intake of new legal talent, Bell Gully runs yearly scholarship and summer clerk programmes. These initiatives put law students and graduates alongside experienced lawyers, doing real legal work. They research client cases, analyse the impact of legislation on clients' businesses, and prepare for and attend court hearings, mediations and client meetings.

And, like other leading law firms, Bell Gully run annual print and media recruitment campaigns to attract the attention and interest of the next generation of New Zealand’s lawyers.

“We measure the success of our recruitment campaigns based on the quality of the people who apply to work with us, rather than the quantity,” says Alex Fitzgerald, Bell Gully HR Co-ordinator.

And according to Nikki Langford, Bell Gully’s Marketing Manager, over 90% of the firm’s current staff were recruited directly through the firm’s scholarship and law clerk programmes.

Bell Gully is a full-service commercial law firm with offices in Auckland and Wellington. Their team contains some of the brightest legal and business minds in New Zealand.

Bell Gully capture the moment with Fuji Xerox Creative Services

Langford joined the company at a time when their ‘Real’ recruitment campaign was at the end of its lifespan. An end-to-end rebrand made the ‘Real’ approach appear dated. “In light of our new branding, our people were questioning whether the old campaign would take us forward,” says Langford. “It no longer felt relevant or meaningful.”

There was also a concern about over-exposure to the very target group Bell Gully was recruiting from. According to Fitzgerald: “People were becoming blind to the messaging. We wanted something eye-catching and meaningful that would resonate with them in terms of how they saw their future.”

“Fuji Xerox were already aligned with our thinking and understood what we wanted to achieve. They were excited about the new brand, and we had full confidence in their ability to deliver. It also meant we could leverage the talents of our in-house designer, making the whole process more efficient and seamless.”– Nikki Langford, Marketing Manager Bell Gully

Case Study Bell Gully C r e a t i v e S e r v i c e s

T H E I M P O R TA N C E O F A M O M E N T I N T I M E

Keith Hubbard, Senior Art Director for Fuji Xerox, developed the creative concept behind the campaign. He picked up on an observation from the Bell Gully team that, once a law student comes to work with the firm, they stay. “They said that students and graduates have this revelation, this moment when they realise that Bell Gully is the place for them – where they belong.

“I saw it as a promise Bell Gully could make to new interns who were uncertain of where to go next. It may not happen on day one, or even until their final week, but that ‘ah-ha! I know I’m in the right place’ moment will happen. And this was the idea we built the whole campaign around.”

The Fuji Xerox team was so confident in their approach that they only pitched this one concept. “The ‘Moment’ campaign so clearly fitted the brief that there wasn’t anything else we could present that would be on par with it,” says Hubbard.

They made the right call, and Langford says that Fuji Xerox’s concept resonated with Bell Gully, and ‘hit the mark.’ “We loved their vision. They took us for a compelling journey which showed the thought process behind it, and where it could take us.”

And so, ‘The Moment’ was born.

S E A M L E S S C R E AT I V E D E L I V E R Y

Hubbard worked with Bell Gully’s preferred photographer to create photos with an authentic feel, featuring students and graduates from the firm in work and social situations, in and around the Auckland and Wellington offices.

The concepts were rolled out as posters and expo collateral, including advertisements in university publications and induction packs. New content was developed for the Bell Gully website and to refresh the supporting print collateral. And Fuji Xerox worked with Langford and Fitzgerald to develop an integrated social media programme for Facebook which would drive student interaction.

Hubbard and Bell Gully’s in-house designer worked together on the design and artwork for the supplementary collateral, making sure the material was produced cost-effectively and delivered on time. Fuji Xerox managed all deadlines, critical paths, print production and budgets, giving regular updates at account meetings.

G E T T I N G C R E AT I V E W I T H F UJ I X E R O X

Fuji Xerox manage and staff Bell Gully’s in-house design and print facility. They provide a fast and responsive service to keep pace with the constant need for branded client, staff and stakeholder communications.

Langford had previously worked with Fuji Xerox’s Creative Services division on parts of the firm’s refresh of the brand. She and was impressed with their capabilities and turned to them to provide concepts for a fresh new student recruitment campaign.

“Fuji Xerox were already aligned with our thinking and understood what we wanted to achieve. They were excited about the new brand, and we had full confidence in their ability to deliver. It also meant we could leverage the talents of our in-house designer, making the whole process more efficient and seamless.”

“They talk about the instant when they were working or socialising and suddenly realised that they’d experienced their own moment of belonging,” says Fitzgerald. “The concept has truly resonated; it’s been important to them.”

W I N N I N G M O M E N T S

The Moment campaign has been so well received that it was shortlisted as a finalist in the 2016 New Zealand Association of Graduate Employers awards for Best Graduate Website. This is another first for Bell Gully, and one they’re extremely proud of.

Even as it continues to evolve, Langford is delighted with The Moment. “It’s been very successful. We went from something that was tired, to a striking new look. The concept resonates, without being radical, and it aligns with our culture.”

Langford’s relationship with Fuji Xerox remains equally happy, and she says she appreciates their commitment to face-to-face time rather than relying on phone and email. “The briefing sessions are well set up and professionally run. They invest time in getting things right. We come out of meetings knowing exactly who is doing what, and by when. Everyone understands their role and when the deadlines are. Fuji Xerox hits the mark all the time – they never let us down.”

H A P P Y M O M E N T S

“We’ve been so happy with The Moment because it shows students that Bell Gully isn’t just somewhere that you turn up to for work,” says Fitzgerald. “It’s an authentic place with genuine people. It captures the importance of feeling you belong.”

Fitzgerald says they measure the success of The Moment by the quality of the people it attracts to the firm. “We’re very, very happy with the grads who’ve joined. The success of the campaign isn’t about numbers. It’s getting people who recognise that their future is with Bell Gully, and that they love working here.”

Interestingly, the number of applicants from the Moment campaign is consistent with previous years, but many more chose to engage through social media channels. The firm’s Facebook followers have more than doubled, which Fitzgerald puts down to his programme of ongoing posts. The video Fuji Xerox created for graduate applications was viewed close to 600 times. Impressed by the level of interest, Bell Gully replicated the theme of the original video for a follow up version, and this has been viewed 1,600 times. “Our success on Facebook is a testament to how much reach and engagement we’ve been able to achieve through the advice Fuji Xerox gave us,” says Fitzgerald.

Most telling for Fitzgerald and Langford however, is the feedback from the students and graduates themselves.

AT A G L A N C E Company:

Bell Gully

Industry Sector:

Commercial Law

Business requirements:

• A student and graduate recruitment campaign

• Leverage existing in-house resources and creative partnerships

Solution:

• Fuji Xerox Creative Services developed a full, multi-touchpoint campaign, from concept and copy, to execution

• Integrated print, media, web, and social media strategy

• Management of deadlines, production, budgets and delivery

Outcomes:

• Industry recognition for campaign website

• Social media engagement has doubled

• A campaign which has resonated with target markethttp://betterbusiness.fujixerox.co.nz

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A B O U T S M A R T WO R K IN N OVAT IO N (S W I )

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Founded in 1962, Fuji Xerox Co., Ltd. is a leading company in the Document Services & Communications field, offering solutions and services to help customers resolve their business challenges. Fuji Xerox is a 75-25 joint venture between FUJIFILM Holdings Corporation and Xerox Limited, and its direct sales force covers Japan and the Asia-Pacific region including China. We employ more than 47,300 people globally, with more than 80 domestic and overseas affiliates / sales subsidiaries.

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