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Law Firm Case Studies

 

Real Estate Law Firm

Challenge: Level the playing field by getting attorneys and the firm on the same rankings and lists as its larger competitors.
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 of 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 increase 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 enhancing attorney biographies.

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 ongoing 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.
Our client benefited from:
  • 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.

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.
Our client benefited from:
  • 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.
  • Enhanced visibility – Rankings on lists increases a firm’s visibility and contributes to top-of-mind awareness.
  • 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.

Administrative Staffing for Law Firms

Challenge: Consistently communicate with targets through a year-long direct mail campaign.
Our Work: For two years running, we developed direct mail campaigns which broke through the clutter because of their size, shape or and/or graphics.
Our client benefited from:
  • Differentiation – Classy, 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 known as “leave-behinds,” the brochure legitimized the company and reinforced its messaging.

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.
Our client benefited 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.

Plaintiffs’ 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.
Our client benefited from:
  • 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.

Class Action Administration Firm

Challenge: Updating and expanding the firm’s website to reflect the range of class action settlements it has administered.
Our Work: We migrated the firm’s older, inflexible website to a more flexible architecture and expanded both the site and its content with case studies, press releases and other targeted information. We created an e-newsletter and drafted one-sheets to distribute at major industry conferences. We also developed MCLE presentation write-ups, identified target law firms and scheduled in-house MCLE presentations. We positioned the practice head as an expert spokesperson, garnering him interviews with legal media and ghostwriting and publishing bylined articles, which we reinforced with references on the website and distributed via e-newsletter.
Our client benefited from:
  • Enhanced visibility – Frequent articles and interviews, along with professional presentations, increased the firm’s visibility and reinforced its top position among class action administration firms.
  • Reinforced credibility – Third-party validation resulted from interviews, media placement and professional seminars, which highlighted the firm’s credibility and status as a leader in its field.
  • Opportunity for leverage – Using marketing materials as communication tools, e.g. posting on websites, repurposing via e-newsletter, etc., provided even greater visibility and extended the life of the initial marketing investment.

International Law Firm

Challenge: Capitalizing on the firm’s reputation for doing innovative, noteworthy work in Latin America as the firm established an office in that region.
Our Work: We positioned a senior partner in the media as an expert spokesperson regarding Latin America corporate, securities and financing issues. We also placed bylined articles, some of which we ghostwrote, and ensured that he was quoted regularly in highly regarded publications.
Our client benefited from:
  • Enhanced visibility – Frequent articles and interviews increased the firm’s visibility and reinforced its top position among international law firms doing innovative work in the region.
  • Reinforced credibility – Third-party validation resulted from interviews and media placement, which highlighted the firm’s credibility and prominence in Latin America and related cross-border work.

Real Estate Law Firm

Challenge: Communicating a contemporary feel yet conveying a solid foundation of in-depth expertise for an established firm that changed its name when a senior partner retired.
Our Work: We developed a new and contemporary logo and tagline, encapsulating what the firm delivered. This work earned us the prestigious PRism Award from the Public Relations Society of America, Los Angeles Chapter. We also developed a new suite of marketing materials, including brochures, revised graphics for the firm’s website and a new conference exhibit.
Our client benefited from:
  • Reinforced Brand and Communication Points – The new logo, tagline and marketing materials reinforced the firm’s communication points and positioning in the marketplace.
  • Differentiated Positioning – The contemporary logo and marketing materials stands out from those of competitors, reinforcing the firm’s positioning as a younger firm with deep roots.
  • Opportunity for leverage – Using marketing materials as communication tools, e.g. new look for the website and conference exhibit, provided even greater visibility and extended the life of the initial marketing investment.

Plaintiff Medical Malpractice Firm

Challenge: Increasing leads generated from organic searches and pay-per-click (PPC) advertisements.
Our Work: We expanded and deepened the firm’s website copy to reflect its in-depth experience and track record of success, with an eye toward increasing search-engine optimization (SEO) rankings. In conjunction with this, we developed and administered a PPC advertising campaign. Other channels included direct-mail to generate leads from other attorneys. We also drafted press releases to highlight noteworthy successes and positioned the firm’s attorneys in the media as expert resources.
Our client benefited from:
  • Increased lead generation – Climbing SEO rankings combined with a PPC campaign positioned the firm to generate additional leads.
  • Reinforced credibility – Positioning the firm’s attorneys as experts in their fields created third-party credibility.
  • Leveraging – Increased visibility contributed to greater awareness in the marketplace.
  • Opportunity for leverage – PPC and direct-mail campaigns provided greater opportunities to generate leads, while positioning the firm’s attorneys as experts heightened the firm’s overall visibility, extending the life of the initial marketing investment.

Plaintiff Medical Malpractice Personal Injury Firm

Challenge: Generating additional leads through online channels and increasing the firm’s name recognition in its target markets.
Our Work: We redesigned the website and drafted, revised and greatly expanded it with new case studies, updated biographies and practice-area descriptions. Additionally, we touted victories and settlements by expanding examples of the firm’s successes on the site and obtaining media coverage. We also launched the firm’s blog and continuously drafted blog posts. We also secured a profile of the firm in a major legal publication.
Our client benefited from:
  • Enhanced visibility – Expanded and enhanced website, a new blog and a profile in a major legal publication increased the firm’s visibility and reinforced its preeminence among its peers.
  • Reinforced credibility – Third-party validation resulted from prestigious media placement, which highlighted the firm’s credibility and status as a leader in its field.
  • Leveraging – Increased visibility contributed to greater awareness in the marketplace.
  • Opportunity for leverage – Regular blog updates and repurposing important media placement provided even greater visibility and extended the life of the initial marketing investment.

Plaintiff Personal Injury Firm

Challenge: Obtaining visibility for significant success.
Our Work: While the firm had not been in the habit of issuing press releases, we identified an opportunity to develop and distribute a press release, highlighting a recent significant victory. We obtained major coverage in the Los Angeles Times and in consumer, business and legal outlets. We also garnered a major profile of the firm and its victory in a widely read legal publication.
Our client benefited from:
  • Enhanced visibility – Prominent media placement increased the firm’s visibility and reinforced its top position among plaintiff personal injury firms.
  • Reinforced credibility – Third-party validation resulted from media placement, which showcased the firm’s credibility and status as a leader in its field.
  • Leveraging – Increased visibility contributed to greater awareness in the marketplace.

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