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| PROBLEM: |
| A U.S. law firm with
offices in the Mid-West, Southeast and Western
United States had the perceived image - both internally and by others in
the legal community - as the "bad guys" who are hated by judges and
other attorneys. This worked to intimidate other firms, but was not
effective in attracting new clients (unsubstantiated). They were also
perceived as the in-house counsel for one large client, even though a
substantial amount of their business came from other sources. And, they
were perceived as "an inexpensive firm, hence you cannot be that good."
The firm’s expertise is their unique
ability to capitalize on a production-line approach to handling files.
They are organized into litigation teams with a partner in charge of
each team. Each team can have up to 2,000 files open at any given time.
This approach leads to increased efficiencies for the firm and their
clients, but, because of it's non-traditional approach, other lawyers
and some clients have a difficult time dealing with them because they
cannot get answers from one source.
The challenge: Implement an on-going
marketing communications program to generate a continuous flow of
business from some existing and new clients. The second goal is to
re-focus their perceived "bad guys" image and the perception that they
are an in-house counsel, in order to attract a different class of
clients.
|
| SOLUTION: |
- Identified a new target market that
complemented the existing market, and which did not have any
pre-existing perceptions of the firm.
- Implemented a Differentiation
Strategy that identified three unique factors that made the firm much
different than others. Included in this differentiation strategy an
"elevator speech" which will tell somebody in less than two minutes,
what makes their firm so good and why a company should do business
with the firm.
- Developed a new public relations
strategy that included press releases, newsletters, speaking
engagements, editorial interviews, new office open house and firm
announcements.
- Capitalized on the firm's "bad guys"
image to attract new business.
- Created a program to cultivate
referral sources, and a follow up program to assure members of the
firm stay in contact with the sources.
|
| RESULTS: |
- Obtained three major accounts (500 -
1,500 files per year each).
- Established a pipeline of proposals
and referral sources.
|
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