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Joyce Legal is a niche law firm specialising in litigation and construction law. To tie in with a new guide it had written on construction design regulations, the firm wanted to put on a series of seminars for the construction industry. With a two-week lead time to produce a printed flier and a three-week lead time to arrange for inserts in a leading industry publication, the quickest and most cost-effective way of promoting the events was by email. Target companies received a downloadable copy of the booking form and were returning bookings before a postal invitation would have hit their desks.
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