Website Redesign Differentiates Law Firm From Competitors

Client: The largest black-owned law firm in the nation

Challenge: A civil litigation firm was unhappy with the result of their recent website redesign. They approached us to redo the website and content to better showcase the firm’s expertise, diversity and successes.

Work: Berbay used new design trends while maintaining a simplified navigation that visitors could easily follow. Understanding that design is only one component of a successful website, we interviewed the attorneys to uncover the firm’s differentiators, and crafted content that would engage visitors and encourage them to remain on the site longer.

Result: We were able to look at the big picture beyond just design, and incorporate messaging that would resonate with the firm’s prospective clients. The law firm received a dynamic, attention-getting website that reflected who they are and they level of work they do.

Strategic Partnership Maximizes Firm’s Marketing Efforts in Media Campaign

Client: A San Francisco-based personal injury firm

Challenge: A San Francisco-based personal injury firm wanted to raise awareness around cycling accidents in the city and promote bike safety. Despite being a critical problem in a city where incidents and fatalities are at extremely high levels, the firm needed to create timeliness to an otherwise evergreen issue.

Work: Leveraging a partnership with the San Francisco Bike Coalition, Berbay executed a media campaign during Bike to Work Day. The firm’s lawyers rode bikes throughout the city in branded t-shirts with humorous messaging, starting with 12 rides at one end of the city and ending in a rally on the steps of City Hall. Another key component to the campaign was the distribution of pamphlets on bike safety and providing cyclists with water and flashing bike lights at the firm’s information booth.

Result: By leveraging a strategic alliance with a high profile organization, the firm was able to maximize its marketing efforts and raise greater awareness in the community via local media and social media coverage. The event was attended by key members of the city government, and the San Francisco Bike Coalition obtained more than 1,000 new and renewing members for their organization alone.

Bylined Article Opportunities Lead to New Business

Client: A premier business, financial restructuring and litigation firm

Challenge: Berbay began working with an attorney who wasn’t actively marketing his practice. He expressed doubt that putting time and resources into it would generate leads.

Work: In a conversation with the lawyer about his current work, we uncovered a trend at the intersection of employment-related litigation and bankruptcy. We drafted and pitched the topic as a bylined article idea to several employment publications.

Result: We secured multiple article opportunities and the attorney ultimately pursued all of them. We worked with him to leverage the articles, which resulted in numerous calls and a new matter. By digging deeper into our client’s work, we were able to open his eyes to the power of bylined articles to effectively market his expertise.

 

Newsletter Campaign Raises Top-of-Mind Awareness Among Referral Sources

Client: A Los Angeles-based plaintiff’s trial law firm

Challenge: A Los Angeles-based plaintiff’s trial law firm that regularly partners and co-counsels with attorneys throughout the state, wanted to further enhance their relationships with referring attorneys. The family-owned firm wanted to go beyond touting their list of successes and convey their more than three decades of experience representing victims of catastrophic injury.

Work: Bucking the trend of electronic marketing communications, Berbay recommended a hard copy newsletter campaign to regularly communicate with clients and referral sources. We created a four-page newsletter with a contemporary eye-catching design. Inside, we crafted content that went beyond verdict and settlement numbers, and focused on the attorneys’ backgrounds; civility in the courtroom; and other “soft” pieces.

Result: We demonstrated that hard copy marketing materials can still be an effective tool, and sometimes, make the firm stand out even more. The firm received countless calls and emails from attorney and judge colleagues in response to the newsletters.

PR Plan Leveraging Novel Use of VR Technology Generates Awareness for Property Listing

Client: Luxury brokerage firm in Los Angeles

Challenge: Houses hitting the real estate market, even those at the high end, are commonplace. The client wanted to make a new luxury listing standout by creating buzz around it.

Work: Working with the client’s top selling agent on an iconic home in a coveted Beverly Hills neighborhood required innovative PR tactics to obtain the nearly $14 million asking price. Employing a novel approach, Berbay and the agent used a virtual reality (VR) company to film the house and spotlight the home’s distinctive features and history, allowing potential buyers to experience the property from anywhere in the world. An exclusive pre-listing party invite was distributed to media with hand-delivered VR goggles so they could view the home in advance of the party.

Results: The viewing party was a huge success, drawing in an elite Hollywood entertainment audience and reporters from The Hollywood Reporter, Variety, The Real Deal and Los Angeles Business Journal. The home sold in less than 24 hours for the asking price.

Compelling Pitch Lands Coveted Speaking Engagement for Attorney

Client: An international law firm

Challenge: An attorney mentioned particular interest in an industry that complemented his practice – the growth of virtual reality (VR) and the fact that technology was outpacing the law. He was eager to find a way to discuss the legal aspects of VR to demonstrate his expertise among prospective clients and referral sources. At the time, there was little to no case law surrounding the issue and media was reluctant to cover the topic.

Work: Knowing the attorney was a music buff, Berbay crafted a compelling speaker submission related to the legalities of virtual reality and pitched it to South by Southwest (SXSW) – one of the biggest music and tech conferences in the country.

Result: The attorney was selected as a solo presenter and provided with an all-access pass to SXSW. Speaking at a high-profile event gave the attorney a platform to expand his practice in a new industry, and paved the way to obtaining additional work in this area.

Press Conference Capitalizes on National Storyline to Garner High-Profile Media Coverage

Client: A leading Los Angeles-based plaintiff’s trial law firm

Challenge: A leading Los Angeles-based plaintiff’s trial law firm obtained a substantial verdict in a wrongful death case involving the police shooting of an unarmed, African American male. The firm wanted to bring awareness to the case, as well as highlight national controversy surrounding police officers and African Americans.

Work: Berbay held a press conference with the lawyers and their client, and invited a select group of print, online and broadcast media outlets. To propel the storyline, we created a robust press package showcasing the case and its timeline, as well as images and audio files demonstrating the severity of the incident. Working with both the attorneys and the victim’s family member, we trained both parties on how to best work with the media and how to convey the impact of police brutality in minority communities.

Result: The press conference garnered extensive coverage in Los Angeles, including feature stories on ABC7, KTLA, KCAL, as well as pieces in Los Angeles Times and more. This brought visibility to the law firm as a whole, and created direct relationships with the media, allowing the firm to obtain coverage for additional cases it was handling.

Wide-Spread Media Coverage Reinvigorates Practice

The client
Poms & Associates
The challenge
A national insurance brokerage firm didn’t have time to focus on marketing efforts due to its busy schedule and flourishing practice.
The work
Using very little of our client’s time, we identified an industry trend, “packaged” and pitched it to national and local media, including print, broadcast and online.
The result
After only a few weeks, Berbay obtained wide-spread media coverage in numerous trade and industry publications, including Business Insurance, Think Advisor, AM Best TV, Los Angeles Business Journal, Employee Benefit Advisor, and more.

Obtaining Placement on a Coveted Legal List

The client
AlderLaw
The challenge
Like many areas, Los Angeles is oversaturated with law firms, especially personal injury firms. Our client was dissatisfied with always seeing competitors obtain placements on prestigious legal lists when he had successfully obtained equally precedent-setting verdicts and settlements.
The work
As successful as his firm was, we needed an angle to set him apart from his competition other than just large numbers. After diving deep into each success, Berbay found a newsworthy and distinctive direction.
The result
The combination of packaging the newsworthy angle we uncovered, along with his winning track-record, landed him on the most coveted and prestigious legal lists in the state – California Lawyer’s “Attorney of the Year.”
Berbay Marketing & PR
2001 South Barrington Avenue, Suite 305 • Los Angeles, CA 90025
(310)-405-7345 Fax: (310)-914-4201 • info@berbay.com


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