Recently, a practice manager from a Sydney firm asked about capitalising on their upcoming office move. It’s a common question, especially as many firms are relocating to accommodate growth or adapt to new working patterns. The marketing opportunities extend far beyond simply updating your address.
Understanding Your Move's Context
Before diving into specific marketing activities, consider the context of your move. Are you relocating due to growth, a merger, or simply because your lease is expiring? This context shapes how you communicate the change and what opportunities you might leverage.
For instance, a growth-driven move presents natural opportunities to discuss your firm’s evolution and future plans. A merger-related relocation might focus more on expanded capabilities and combined expertise. Even a simple lease expiry can be positioned as an investment in better facilities for clients and staff.
Before the Move: Essential Updates
Success lies in the details. Here’s what needs attention before the move:
Your digital presence requires systematic updates:
- Google Business Profile (crucial for avoiding frustrated clients trying to find your new location)
- Website contact pages and location maps
- Social media profile information
- Online directories and listings
- Email signatures across the firm
- Business cards (consider if you need temporary cards)
- Invoice templates and letterheads
- Email marketing templates
During the Move: Team Engagement
Your team can be your best ambassadors during the relocation. We’ve seen firms create excitement and engagement through:
Meeting room naming competitions
- Use local landmarks
- Reference noteworthy judges in your practice area
- Incorporate elements of your firm’s history
Team celebration ideas:
- Host a small catered event for staff and families
- Create a photo timeline of the old office
- Document the move for future marketing content
After the Move: Marketing Opportunities
Here’s where strategic thinking pays off:
Client and Referrer Communication:
- Keep initial announcements brief and focused
- Send updates from individual partners rather than the firm
- Consider timing – Friday afternoons often see better response rates
Events:
- Consider pairing your office opening with another milestone
- Post-pandemic, standalone office events see lower attendance
- Focus on quality interactions over quantity of guests
Digital Content:
- Create a professional office tour video
- Share progress photos on social media
- Update your website with new imagery
Email Campaign Strategy: The goal is engagement, not just information sharing. We’ve found:
- Partner-sent emails get better response rates than firm-wide announcements
- Brief, personal messages work better than formal notifications
- Including a specific reason to respond increases engagement
Making Your Signage Work
Signage strategy varies by location:
CBD Offices:
- Focus on lobby directory and floor signage
- Ensure reception signage aligns with your brand
- Consider wayfinding from lift wells
Suburban/Regional Offices:
- External building signage becomes more valuable
- Street visibility can aid local recognition
- Consider environmental factors in signage design
Strategic Implementation Timeline
Three months before:
- Audit all address instances
- Plan communication sequence
- Order updated collateral
One month before:
- Begin updating digital profiles
- Prepare client communications
- Finalise event plans if applicable
Week of move:
- Update Google Business Profile
- Send client notifications
- Post social media updates
First month after:
- Monitor for any missed address instances
- Gather team feedback
- Document lessons learned
Ready to get started?
Remember these key points:
- Start early with your planning
- Think beyond just address updates
- Use the move to strengthen relationships
- Document everything for future reference
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Have a specific question? Submit to paul.evans@pillarscroll.com
Paul Evans is a legal marketing expert with extensive experience helping lawyers build their practices.
