Boutique Doesn’t Mean You Don’t Deserve National Recognition

The client
Ideal Legal Group, Inc.
The challenge
Ideal Legal Group, a litigation boutique based in Alhambra, CA, struggled to make its name national. Although the firm had a strong local presence, it was a challenge to compete against big firms that practiced in the same areas of law. (e.g. Workers’ comp, family law, employment, and immigration and labor.) The managing partner wanted more media visibility, including being quoted, and securing positions on top rankings lists.
The work
After some strategic brainstorming with our client, we identified an area that differentiated the firm – international divorce. An entire marketing campaign was developed to target this sector. We pursued several prominent industry lists, positioning our client as the foremost niche expert. Website copy was developed to reflect this practice and a media campaign was created to focus on the intricacies of international divorce.

“If I was going to recommend Berbay, I would say go for it because they know what you need to tailor to your needs. They understand you so they’re working for you. They make you feel like a VIP because everything is customized just for you and your needs.”
– Evie Jeang, Managing Partner, Ideal Legal Group

The result
By positioning our client at the forefront of this niche, we secured a spot on a prestigious legal list that highlights the top 100 women lawyers in California, a list that had previously been dominated by big firm attorneys. In addition, this cutting-edge sector attracted a tremendous amount of media with local, national, and international publications coming to our client for insight on this topic. (e.g. CNBC, International Business Times, National Law Journal) By identifying a niche, we leveled the playing field and gained our client the visibility and credibility they deserved.
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