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.”
Turnkey Action Plan for Firm Rebranding
The client Cera LLP
The challenge The Managing Partner of a law firm with a 50-year track record of success made a difficult decision to change the firm’s widely recognized brand name in the industry. All of the original partners had either retired or passed away and the firm’s current Managing Partner, whose name was also on the masthead, was concerned that he would lose business if he rebranded. The firm also wanted to concretize their expertise and credibility to demonstrate they could go head-to-head with larger competitors.
The work From conception to launch, Berbay executed a brand new contemporary website that would attract the attention of the firm’s target markets. Without straying far from the original firm’s brand, Berbay set forth a turnkey action plan to ensure a seamless transition. We started by laying a solid marketing foundation which consisted of a redesigned logo and development of all marketing materials such as business cards, letterheads and envelopes. From there, we developed points of differentiation that would serve as the firm’s mission and core value. We launched a cohesive public relations campaign to get the word out about the new firm name. This included a press release to alert the media and announcements to all of the firm’s contacts.
The result Berbay moved very quickly and in just under a few months, the new firm was up and running. As a result of careful strategic planning, we were able to carry the firm through the transition in a seamless manner so that the attorneys were able to focus on their clients and not be distracted about the process.
Packaging Expertise in an Unfamiliar Territory
The client Fineman West
The challenge An accounting firm with an established reputation sought to increase its revenue by generating more business from emerging fashion designers in Los Angeles. The firm had more than 30 years’ experience in the apparel industry; however, their materials needed to be “packaged” in a way that would attract a younger demographic and tell the firm’s rich history.
The work Berbay developed a comprehensive marketing plan to target up-and-coming fashion designers. From expanding the website copy to incorporating real-life case studies to presenting at local colleges geared toward the apparel industry, Berbay left no stone unturned when it came to identifying avenues to get the word out about the firm’s expertise.
The result The marketing plan was a turnkey approach for the firm which took the majority of implementation into their own hands. Berbay presented opportunities and identified target industry publications that the firm was not aware of. In addition, Berbay helped the firm enhance the website to make their expertise immediately clear to prospects.
Press Conference Gains National Media Coverage
The client McNicholas & McNicholas
The challenge A prominent plaintiffs’ trial law firm was preparing to file a complaint relating to the misuse of local and state governmental funds. Their client expressed interest in creating state awareness of the issue at hand.
The work We created media visibility in preparation for the lawsuit filing by crafted public relations strategy that supported our client’s litigation strategy. We started by developing key communication points from both our client and the plaintiff and crafted a press release to distribute to a targeted list of media. In order to employ the power of public opinion, we executed a press conference in order to garner attention from the broadcast outlets, which reinforces credibility through media validation. Berbay also prepared the litigators and the litigation with communication techniques for effective media interaction.
The result Our client gained national media coverage from major news outlets, including Los Angeles Times, MarketWatch, Bloomberg Business and more. As a direct result from the media attention the press conference gained, our client was able to obtain a meeting with the appropriate government contacts in order to discuss the issues listed in the complaint and alternative remedies.
Firm-Wide Marketing Approach Levels the Playing Field
The client Real Estate Law Firm
The challenge A boutique real estate law firm in Santa Monica turned to Berbay to help systematize their marketing efforts and level the playing field with their larger competition. Our client had been involved in some of Southern California’s largest and most complex leasing transactions. They were discouraged when they saw other attorneys being quoted in the media regarding deals and being named to prestigious ranking lists and decided it was time to change that.
The work Berbay implemented a firm-wide marketing strategy which included getting the attorneys featured in the media, landing spots on prominent lists, and enhancing the website by adding content on a regular basis. We facilitated prospect/client target meetings where we identified opportunities for their lawyers to cross-sell and where there were business opportunities with former/current clients.
The result Most notably, Berbay was able to secure placement for the firm’s managing partner on the coveted Chambers & Partners list for several consecutive years in addition to landing spots for him and other firm colleagues on Los Angeles Business Journal’s “Who’s Who in Real Estate Law” list and Daily Journal’s “Top Real Estate Transactional Lawyers”.
A 10-Year-Old Presentation Turns Into Revenue Generator
The client FedReceiver, Inc.
The challenge The real estate market is constantly going through ebbs and flows. One of the firm’s experienced receivers, who was appointed by state and federal courts, was looking to reinvigorate their practice and ultimately impact their bottom line. In our kick-off meeting, our client provided us with a copy of an old PowerPoint presentation he had given nearly a decade ago discussing the fundamentals of receiverships for attorneys.
The work Berbay revitalized the presentation and obtained MCLE accreditation with the State Bar of California so that our client could present in-house to law firms – one of the firm’s main sources of business.
The result In a few months, we obtained more than a dozen presentation opportunities. While this was a success, more significantly, our client acquired a new client from one of these attorney presentations. The attorney continues to refer FedReceiver business.
Leveraging Firm’s Sponsorships Yield New Client Base
The client AgnewBrusavich
The challenge A personal injury law firm wanted to position itself as the leading law firm for bicycle accidents in California. The firm and its attorneys are longtime supporters of numerous cycling organizations that promote bike safety and hold various biking races. Nevertheless, the law firm didn’t receive optimal support. Moreover, it did not have the bandwidth to recognize the missed opportunities.
The work In an effort to reveal promising marketing opportunities, Berbay conducted extensive research on bicycling organizations throughout Southern California. We identified new ways to promote the firm’s name throughout the community; this included bylined articles for an organization’s newsletter, promoting the firm at various cycling events, leveraging the organization’s strong social media presence and more.
The result Berbay’s tenacious efforts to maximize the law firm’s involvement in numerous organizations succeeded beyond simply increasing our client’s visibility in the biking community; it brought them two new clients. Additionally, we’ve been able to profile their involvement in various organizations by developing a constant stream of website material.
Capturing the Attention of Elusive General Counsel
The client Intellectual Property Law Firm
The challenge General Counsel can be a very elusive group to reach. The media always seems to reveal new ways to attract their attention in an ever-evolving marketplace. Our client, an intellectual property lawyer, tackled the challenge of garnering face time with General Counsel in order to grow the business. Another challenge presented itself with the companies he wanted to approach – most had very small legal departments and the contact info for the General Counsel was almost never readily available online making it nearly impossible to get in touch with these folks.
The work Berbay scoured the Internet and other sources to track down the appropriate contact information and compiled an extensive list of targets. The agency developed several timely and relevant Continuing Legal Education (CLE) presentations specifically designed to attract General Counsel’s attention. Also, on our client’s behalf, Berbay facilitated the certification process through the State Bar by developing presentation materials and handouts. More importantly, we advised our client as to the appropriate follow up strategies.
The result Berbay secured a number of CLE presentation opportunities with national technology and healthcare companies throughout California. Even more exciting was that one of the companies retained our client to help with a piece of business that aligned with the presentation, and that was followed by many others. In addition, we pitched the topics to the media, generating numerous quotes, and created substantive marketing materials to use as handouts at engagements.
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