The Situation

An international law firm, which had never previously invested in marketing programs, sought to raise awareness of the capabilities of its Florida office and the extensive expertise of its team. The firm faced intense competition from other well-established Florida firms that, although they were smaller and had less expertise, were reaping the benefits of strong marketing programs.

The Solution

• Launched a media-relations program to secure extensive positive publicity and raise awareness of the firm among potential clients and referral sources
• Created communications tools, including news releases and bylined articles that provided information about the firm’s services and positioned its lawyers as experts
• Launched a community outreach program designed to increase visibility of the firm’s lawyers among potential referral sources

The Results

• The firm’s profile was heightened among potential clients and referral sources, which led to continued growth in key practice areas
• Top-notch lawyers began to contact the firm seeking employment