The document outlines a campaign to produce and promote an "Energy Arbitration Guide" by the law firm Ince & Co. The guide aims to showcase the firm's expertise in energy disputes and arbitration. Key objectives include building the profile of the firm's energy arbitration team, promoting their services, and generating interest and leads. The target audience is legal counsel and decision-makers in the energy industry. Market research informed the guide's content and format. Methods of promotion include email marketing, events, and distributing print and digital copies. Success will be measured by feedback, new contacts and instructions generated from the campaign.

1. Energy Arbitration Guide
Campaign brief (2014)

2. Contents
2
Summary 3
1 Objectives 5
2 Target audience 6
3 Target audience feedback 8
4 Market research 9
5 Format 10
6 Elevator pitch 11
7 Measurement of success 12
8 Email marketing 13
9 Conclusion 16

3. Summary
3
The Energy Arbitration Guide was produced as a reference tool
to get the energy and offshore team in front of clients/contacts.
The Guide aims to add value to clients business, and provides
lawyers with something interesting to say - know-how and
insight - including having a real and deep understanding of a
specialist area.
The Guide is a proactive and innovative offering that
demonstrates that Ince & Co is an expert in the energy and
offshore sector and is able to suggest new and relevant ideas.
Based on feedback we believed that there was demand/interest
in this type of Guide, and that it would promote our global
breadth and depth of expertise whilst being a useful and
practical resource for our target audience.
Understanding different approaches to arbitration in the major
jurisdictions is crucial to choosing a dispute resolution regime
appropriate for energy and offshore contracts.

4. 1.0 Objectives
4
• Build profile of Energy Arbitration team (the core group
comprised five London-based partners)
• Sell the services of our energy group and arbitration service
• Engagement and create/raise awareness
• Share of voice
• Encourage requests for ebook pdf
• Meaningful and insightful
• Effectively measure interest in the guide and related
webpages/repeat visitors
• Generate interest – campaign webpage – the energy
arbitration guide is coming soon - call to action and sign-up
for more information
Webpage/persuasion page for Energy Arbitration: Campaign
url: http://incelaw.com/energy-arbitration
Redirect to
http://incelaw.com/en/sectors/energy/international-dispute-
resolution
• Draft layout and copy for a bespoke webpage to include the
Guide http://incelaw.com/en/documents/pdf-
library/energy/energy-arbitration.pdf
Also produce arbitration related articles and activities/events,
reader sign-up, surveys and polls:

5. 1.0 Objectives
5
Mock-up webpage
This webpage will also be used as a landing page for content
around the Queen Mary UoL of London research survey/paper.

6. 2.0 Target audience
6
We identified a critical mass of receptive readers/confirmed
prospects with specialist intellectual, professional and
vocational interest.
By concentrating on a niche area, we were able to maximise
our content expertise, and reach/attract prospective readers via
face to face, warm leads, website, social media and word of
mouth endorsements.
Our special interest audience includes decision makers and
legal counsel in energy, oil and gas related companies. Targets
were broken down as follows:
•Updated: Energy arbitration brochure list and Queen Mary UoL
project list (120 companies) – personalised letter/hard copy
•Critical mass (2,110 recipients) – email campaign/ebook pdf
•International offices – hard copies and ebook pdf
•Incelaw.com - ebook pdf
•Social media - ebook pdf
•Industry bodies, legal trade press and directories
•Referral law firms in Korea, Japan, Australia, Singapore and
region, USA and South America, MENA, Sub-Sahara, Europe.
•LinkedIn
• Ince & Co company page
• Ince & Co international law firm group page
• Industry groups

7. 2.0 Target audience
7
• Twitter
• Facebook
• Ince & Co company page
• International Commercial Arbitration
• International Arbitration

8. 3.0 Target audience feedback
8
Supported by feedback generated from our Queen Mary UoL
exercise undertaken in April 2014 to scope and garner interest in
commissioning a research paper into international arbitration in
the energy world – exploring such things as attitudes to
arbitration, choice of venue and institution, the cost and pricing of
it and ways in which it might be made more efficient, as well any
particular subjects, concerns or issues our audience would be
interested to know about the way arbitration is conducted.
Overall, we received positive responses and interest from contacts
including a need to stay up to date, wanting to learn more about
the particularities of arbitration including the cost and pricing of it,
drivers to choose the venue and institution, process / stages, pre-
actions stages if any, etc.
One contact said that it’s a very interesting subject for study and
he regularly drafts arbitration clauses and ponders the issues
under scrutiny. He is also interested to know how often in their
arbitration agreements parties go for the single arbitrator option;
why they do this; and how satisfied parties tend to be with the
outcome of single arbitrator proceedings. Our research aims to
address these questions, and others.

9. 4.0 Market research
9
The research publication ‘Corporate choices in International
Arbitration - Industry perspectives - 2013 International Arbitration
Survey, by PwC and Queen Mary University of London,’
investigates how corporations use international arbitration -
focuses exclusively on the views of in-house counsel provides the
following insights for us:
•Several interviewees said that a good understanding of the
“commercial reality” of the matters in dispute was indispensable.
•Overall, expertise in the arbitration process and commercial
understanding of the relevant sector both appear to be essential
•Overall, the two most important factors were (1) past experience
of the firm or lawyer in contentious matters and (2) personal
knowledge of the individual lawyer being selected.
•The question of which firm to retain for a particular arbitration
falls more often within the remit of in-house corporate counsel.
•Energy-sector corporations seem to be the least concerned by
costs.

10. 5.0 Format
10
The Guide will be available as an ebook pdf. This is the best
format for mass production/mailing and the most economical.
The more options you offer the market the more you’ll sell.
We read a lot on our computers but there’s still nothing quite like
a good old fashioned printed book.
The Guide has been printed internally in booklet format and does
not look good. The Guide has also been produced externally by
Azimuth printers in draft format including perfect bound
paperback and wiro bind paperback using 100gsm Multicopy Inner
Pages/300gsm Gloss Cover.
Generate buzz via hard copies to get readers and reviewers
interested.
Quote proposal:
Several quotes were received from different printers, for different
formats and quantities. We selected Azimuth Print Ltd, to initially
provide us with 100 perfect bound copies. Numerous subsequent
print orders were made.

11. 6.0 Elevator Pitch
11
Our Energy Arbitration Guide provides an overview of key
aspects of the arbitration process in the major and developing
arbitration centres for disputes in the energy sector: London,
Paris, Hamburg, Qatar, Dubai and Abu Dhabi, Singapore,
Beijing, Shanghai and Hong Kong.
The Guide assists readers understanding of the different
approaches to arbitration in the major jurisdictions - crucial to
choosing a dispute resolution regime appropriate for a contract.
Our expertise is the result of having a global presence. A
diverse team of experts that focus on energy disputes and
understanding the nuances required in individual markets.

12. 7.0 Measurement of success
12
Measurement of success:
•Individual partners to contact targets
•Feedback and follow-up generated for all hard-copy contacts
including face to face meetings, presentations and instructions
•Demand / requests for copies of the guide and further
information
•Introductions and new contacts
•Meeting with new contacts
•Generating media, conference/speaking and profile raising
opportunities.

13. 8.0 Email marketing
13
Email #1

14. 8.0 Email marketing
14
Email #2

15. 8.0 Email marketing
15
Download link
Thank you email

16. 9.0 Conclusion
16
This small campaign achieved much of what it set out to do.
The only thing that wasn’t executed was the Queen Mary UoL
research paper. However, White & Case worked with Queen
Mary UoL to successfully produce the 2015 International
Arbitration Survey: Improvements and Innovations in
International Arbitration