Freshly separated from a larger firm, but with a regional history of excellent service, the attorneys at Riddell Williams P.S. needed to create and solidify their identity and brand in the Pacific Northwest corporate market.
Solution
Concentrated on the product: the collective brainpower of over 60 talented attorneys. To reduce the fear factor in choosing an attorney or a firm, we personalized the product, making it more human and less distant.
Brought in a professional action photographer and set up shots of the attorneys and attorney groups at work for clients where they appeared approachable, yet professional.
Created a uniform "look" and "feel" for the presentation and carried it out through all new collateral, including: web site, client brochures, recruiting materials, advertising and community outreach.
Created series of "Breakfast Briefings" for Labor and Employment group formatted to give Riddell attorneys frequent "face time" with regional Human Resource executives.
Results
Creation of a strong presence in regional legal market, supported with active client marketing activities.
Website hits grew from well below average hits to exceeding average by 13% for similarly-sized firms within a year.
Firm successfully weathered a significant business downturn in legal field and economy following dot com bust, which set them apart from other firms in the region.
