IndustryLegal Services: Law FirmChallenge: Update law firm website and showcase the lawyers’ decades-long track record of success. Our Work: We reviewed the law firm’s history and identified noteworthy successes; drafted case studies; interviewed clients for testimonials; directed the creative team; and developed the strategy to introduce the site. Value: The firm received value from the following: - Showcased expertise – Multiple case studies showcased the law firm’s points of differentiation and track record of success.
- Third party validation -- Multiple client testimonials reinforced the law firm’s credibility.
- Lead generation - The law firm generated qualified leads through its website.
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IndustryLegal Services: Law Firm
Challenge: Create new marketing material to better communicate the law firm’s expertise, experience and success. Our Work: We project managed development of a suite of marketing material including drafting copy and directing the creative team. Value: The law firm received value from: - Showcased expertise – Elegant, yet attention-getting marketing materials set the firm apart, and quickly made a case for why the lawyers are the right choice.
- Reinforced messaging – Consistent messaging across the law firm’s marketing materials reinforced its points of differentiation.
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IndustryLegal Services: Law Firm
Client: Legal Staffing Firm Challenge: Consistently communicate with targets through a year-long direct mail campaign. Our Work: We developed direct mail campaigns which broke through the clutter because of their message, size, shape or and/or graphics. Value: The firm received value from the following: - Differentiation – Elegant, yet attention-getting direct mail pieces differentiated the firm.
- Top-of-mind awareness – Quarterly mailings maintained top-of-mind awareness.
- Reinforced messaging – Also used as “leave-behinds,” the mailing pieces legitimized the company and reinforced its messaging.
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IndustryFinancial ServicesClient: Managing Broker-Dealer Challenge: Expanding top-of-mind awareness and name recognition of financial services. Our Work: We attracted media attention with enticing article and story ideas; placed bylined articles; positioned firm management as expert spokespeople; obtained high profile speaking engagements; and, secured relevant rankings. Value: The firm reaped benefits from the following: - Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its key-player status in financial services
- Reinforced credibility – Third-party validation resulting from speaking, and media attention emphasized their credibility and top-market positioning in financial services
- Leveraging – Using marketing material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of the marketing investment.
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IndustryFinancial ServicesClient: Mid-Sized Accounting Firm Challenge: Generating qualified leads from privately held businesses. Our Work: We implemented a cold-calling lead generation program to generate appointments with qualified targets. We developed the target list, interviewed, selected and trained the telemarketer, drafted the script and monitored the results. Value: The firm reaped benefits from the following: - Appointments set with qualified prospects – We increased the number of leads generated and appointments set with qualified prospects.
- Increased the number of new clients – A number of prospective clients were converted to clients and remained clients of the firm for several years.
- Increased the number of prospective clients in the pipeline – Keeping the pipeline full is a critical aspect of generating future clients. The program introduced the firm to potential future clients.
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IndustryFinancial ServicesClient: Mid-Sized Accounting Firm Challenge: Increasing the firm’s visibility and reinforcing its credibility Our Work: We worked with selected partners to “package” their expertise and position them as resource to the media for background or expert commentary, story ideas, and by-lined articles. We also obtained speaking opportunities at financial service firms that served as referral sources. Value: The firm reaped benefits from the following: - Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its key-player status in financial services
- Reinforced credibility – Third-party validation resulting from speaking, and media attention emphasized their credibility and top-market positioning in financial services
- Leveraging – Using marketing material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of the marketing investment.
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IndustryFinancial Services/Real EstateClient: Managing Broker-Dealer – Securitized Tenant-in-Common Challenge: Expanding top-of-mind awareness and name recognition of financial services. Our Work: We attracted media attention with enticing article and story ideas; placed bylined articles; positioned firm management as expert spokespeople; obtained high profile speaking engagements; and, secured relevant rankings. Value: The firm reaped benefits from the following: - Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its key-player status in financial services
- Reinforced credibility – Third-party validation resulting from speaking, and media attention emphasized their credibility and top-market positioning in financial services
- Leveraging – Using marketing material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of the marketing investment.
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Client: Property Management Company Challenge: Update website to better showcase long-term experience. Our Work: We interviewed clients for testimonials; evaluated directories/listings and recommended participation; project managed site development, drafted copy, and created strategy to introduce site and generate leads. Value: The firm received value from the following: - Showcased expertise – Enhanced site better described and showcased track record of success.
- Third party validation – Multiple testimonials reinforced credibility.
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IndustryProfessional Services: HealthcareClient: Statewide medical center and hospital Challenge: Increase utilization of key practice areas. Our Work: We conducted a marketing assessment including trends, competitive analysis, “buyer values,” – and developed a detailed marketing plan. Value: The firm reaped benefits from the following: - Identifying “buyer values” – Our market research pinpointed the decision making criteria patients used in selecting facilities.
- Strategic road map – The institution had a detailed strategic plan to implement in reaching its goal of increased utilization.
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IndustryProfessional Services: HealthcareChallenge: Update website to showcase the dramatic difference in “before” and “after” photos. Our Work: We developed a new “look” and logo; interviewied clients for case studies and testimonials; project managed site development; and implemented a strategic campaign to introduce the site. Value: The firm received value from the following: - Showcased expertise – Multiple case studies and before and after photos showcased the doctor’s work.
- Third party validation – Multiple patient testimonials reinforced credibility.
- Lead generation - The cosmetic surgery practice generated qualified leads through its website.
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Client: Staffing for Manufacturers Challenge: Create a marketing piece that clearly explained services and benefits. Our Work: We project managed, drafted copy, and oversaw the creative aspects of a unique brochure. Value: The firm received value from the following: - Showcased expertise – An elegant, yet attention-getting brochure differentiated the firm, and clearly explained their services.
- Reinforced messaging – Used as a “leave-behind,” the brochure legitimized the company and reinforced its messaging.
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IndustryProfessional Services: EngineeringClient: Civil Engineering Firm Challenge: Increase visibility of firm’s successes Our Work: We obtained media attention with intriguing article and story ideas; positioned firm management as attractive material for profiles, and, secured relevant rankings. Value: The firm reaped benefits from the following: - Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its key-player status its specialized area of work.
- Reinforced credibility – Third-party validation resulting from speaking and media attention emphasized their credibility and top-market positioning in the engineering arena
- Leveraging – Using marketing material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of their marketing investment.
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Client: Interim Marketing Staffing Challenge: Develop an annual direct mail campaign as unique as Berbay’s. Our Work: We project managed, developed concepts and oversaw the creative team for this four-piece direct mail campaign. Value: The firm received value from the following: - Differentiation – Elegant, yet attention-getting direct mail pieces broke through the clutter and differentiated the firm.
- Top-of-mind awareness – Quarterly mailings maintained top-of-mind awareness.
- Reinforced messaging – Also used as “leave-behinds,” the brochure legitimized the company and reinforced its messaging.
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IndustryProfessional Services: HealthcareClient: Well known, non-profit healthcare center Challenge: Leveraging strong brand recognition as a non-profit, free service provider, without deterring more affluent individuals from using high-end services. Our Work: We conducted multiple focus groups with potential users, and developed a brand strategy that incorporated the strength of the “old” brand with a fresh look for the new enterprise. After development and acceptance of the plan, we managed implementation, including developing an ad campaign with with broadcast and print media ; creating the marketing material, and generating media coverage. Value: The healthcare center reaped benefits from the following: - Identifying “buyer values” – Our market research pinpointed the decision-making criteria patients used in selecting facilities.
- Identifying graphic preferences – Our market research identified the logo choice which captured brand name recognition without deterring potential high end users.
- Strategic marketing plan – The board could make their Go/No Go decision on a strategic marketing plan based on sound primary and secondary market research.
- Experienced implementation – The organization had an experienced outsourced marketing and public relations team to implement the plan.
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IndustryLegal Services: Law Firm
Client: International Law Firm – Practice Group Challenge: Increase attendance at in-house seminar Our Work: The Practice Group held a regular in-house seminar for clients and prospective clients. Their goal for an upcoming seminar was to increase attendance. We worked with their team to develop and implement a program focusing on boosting attendance using a tailored personalization strategy. We segmented target invitation lists, grouping them based on the attorney who had a relationship with the invitee. Each invitation had a handwritten note signed by the relationship “holder,” or with the signature of the partner-in-charge. This was preceded and followed up by email invitations and phone calls, again segmented by relationship. Value: The law firm reaped benefits from the following: - Enhanced quality of attendees – Not only did the number of attendees increase, but the percentage of "A-list" clients and prospective clients also increased.
- Reinforced relationships -- The personalization of the entire list reinforced relationships, even with those who could not attend.
- Highlighted credibility– The personalization attracted attention and enhanced top-of-mind awareness of the firm's expertise. This was augmented by a personalized follow-up letter to those who could not attend offering the presentation materials.
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IndustryLegal Services: Law Firm
Client: West Coast offices of an international New York-based law firm. Challenge: Increase visibility in Southern California’s legal and business markets. Our Work: We worked with specific law firm practice groups on an on-going basis to implement marketing plans; attracted media attention though intriguing articles and story ideas; positioned the law firm partners as expert spokespeople; obtained speaking engagements; secured relevant rankings; and created memorable marketing materials. Value: The law firm reaped benefits from the following: - Accountability – Our continuous follow up ensured that there was steady progress.
- Third party validation -- The resulting body of work – articles, media quotes, profiles, speaking engagements, etc. – delivered third party validation and showcased the law firm’s work and expertise.
- Showcasing expertise– Articles, profiles, rankings, etc. showcased the law firm’s work and expertise.
- Leveraging – Using material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of the marketing investment.
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IndustryB2B: ManufacturingClient: Manufacturing Company
Challenge: Determining how to communicate key messages to employees. Our Work: The plant wanted to communicate the message of safety and quality to employees, but was stymied as to how to best get the messages across. We conducted market research including focus groups and surveys with plant employees on all shifts, as well as management, to pinpoint their perception of these concepts, and where and how they would be most receptive to these messages. Value: The manufacturing plant received value from the following: - Enhanced communication – Management was more targeted in how and where to deliver its messages.
- Cost efficiencies – Effectively communicating the messages of safety and quality had the potential to decrease accidents and down time.
- Team building – The process itself demonstrated that management was genuinely interested in employees’ beliefs, perceptions and wants, leading to a positive impact on the management/employee relationship.
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Challenge: Creating awareness of business training programs available to the business community. Our Work: We developed a strategic marketing plan based on competitive analysis, surveys and interviews. Value: The College received value from the following: - Increased focus – The research more clearly defined the target market parameters, so that it could avoid inefficiencies and pinpoint where it’s marketing dollars should go.
- Understanding of buyer values – The research showed what criteria were of most importance to businesses in selecting a training program.
- Higher ROI - The College had a marketing plan, including a competitive analysis, clear communication points, tactical plan and budget, making its return on marketing investment go farther.
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Client: International Real Estate Development Company
Challenge: Develop sales manuals for luxury resort in Mexico. Our Work: Through on-site interviews with sales professionals in Mexico, we identified key selling points and buyer values. We drafted sales reference manuals to be used at the resort, as well as by real estate and travel agents. Our client benefited from: - Identifying “buyer values” – Our interviews pinpointed the decision-making criteria potential buyers used in choosing a resort vacation home.
- Standardized material – The sales material created a standardized foundation for communicating the benefits of investing in and using a second home in Mexico.
- Enhanced selling opportunity – The sales manuals showcased the property’s assets so that the sales professionals could fully communicate the benefits of the resort.
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IndustryLegal Services: Law Firm
Client: Real Estate Law Firm
Challenge: Level the playing field by getting attorneys and the firm on the same rankings and lists as its larger competitiors. Our Work: This boutique real estate firm represented clients in high profile deals at a level on par with big firm competitors. We identified potential real estate and legal rankings and lists. For each nomination, we interviewed the attorneys, drafted the nomination and prepped them for any follow-up interviews. We secured rankings on top surveys and lists including Chambers (which the client had not been aware of), Real Estate Southern California, Los Angeles Business Journal, Daily Journal and California Real Estate Journal. Our client benefited from: - Reinforced credibility – Having the third-party validation that comes from inclusion on a list reinforces credibility.
- Leveling the playing field – When attorneys from smaller firms are listed on the same lists as their large-firm counterparts, it levels the playing field.
- Enhanced visibility – Rankings on lists increases a firm’s visibility and contributes to top-of-mind awareness.
- Opportunity for leverage – Being included on published lists creates opportunity for increased visibility such as developing a press release for the firm website; including an announcement in firm newsletters, emails and marketing materials; and adding to attorney biographies.
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