Beyond Horizons
Beyond Horizons are an established immigration law firm in Australia that has historically operated as a physical business. Due to the impact of the COVID-19 pandemic, the firm recognised the need to transition to the digital landscape to grow its client base and ensure their continued success despite the new barriers. I worked with the firm online throughout 2020 to update their website, create content, develop PPC campaigns and advise on marketing and social media plans.
Project Overview
The Task
For this project, my main goals was to transition the business smoothly from being mostly physical to having a strong online presence. I aimed to attract more clients and cases by using smart digital marketing strategies and reaching out to target audiences. Additionally, I wanted to establish the brand as a trustworthy and recognisable name in the competitive field of immigration law.
The Client
Beyond Horizons was established by Pamela Williams who is based in Cairns, Australia, and has over 30 years of legal experience. She saw the need to move her business primarily to online due to Coronavirus and seeing how many families were torn apart across the world. The chances of having a Visa approved is very low and so having an experienced advocate involved in the process offers the best chance of success.
Target Audience
In the research stages I engaged with different types of people who were applying for working holiday visas, immigration options, permanent residency visas, and student visas to enter Australia. They were all looking for help from ‘Beyond Horizons’ to make their visa applications successful with the added pressures of the strict new rules enforced by the Covid 19 pandemic. This mix included those looking to extend their working holiday visas, individuals who had been separated from their families, students eager to study in Australia, and people aiming to immigrate for their careers. By really getting to know each group’s needs and dreams, I developed a marketing strategy that spoke directly to them. This involved creating tailored content, offering useful resources, answering their common questions, and showing how ‘Beyond Horizons’ could be their trusted partner for a smooth and successful visa journey.
Marketing Strategy
I developed a marketing strategy that utilised various channels to effectively connect with our target audiences, this included setting up a Facebook page, LinkedIn page and updated their website to include news and blogs. Facebook paid ads played a pivotal role in reaching a wider demographic, allowing me to target specific interests, demographics, and behaviours to engage potential clients directly across the world. I created a set of social media posts and graphic templates that worked to create an online community, where we shared valuable insights, success stories, and relevant updates to keep our audience informed and engaged. The blog posts I authored provided in-depth information, addressing common queries, concerns, and showcased the firms expertise in immigration law. Additionally, I applied email marketing campaigns to create a direct line of communication, delivering personalised content, visa-related updates, and success stories to the subscribers’ inboxes. This multi-pronged approach ensured that ‘Beyond Horizons’ were consistently reaching their audience through a mix of informative, engaging, and interactive content across various platforms.
Outcomes
Since then, the company has made remarkable strides in enhancing their services. They not only expanded to the digital realm, they also opened another office where clients can receive personalised assistance and guidance. Through the companies growth and marketing strategy efforts, ‘Beyond Horizons’ have successfully facilitated the reunion of families, helped long-distance couples settle down in Australia and aided international students to continue their studies across the country.
With new laws coming in to place in the near future to provide a bridge between Australia, New Zealand and the UK, Pamela for-sees the company growing tenfold and potentially branching out with an office in New Zealand and potentially Europe.
I am delighted to have helped with the initial steps to getting this successful company online and I am very happy to see that they are going from strength to strength. This project helped me to work in a totally new field that directly affected people’s lives and I am proud to have been involved in the growth and great work that they have accomplished so far.
