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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