Law Firm Case Studies
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Industry Legal 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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Industry Legal 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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Industry Legal 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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Industry Legal Services: Law Firm
Client: Boutique 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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Industry Legal Services: Law Firm Challenge: 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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