Rebranding a Nationally Recognized Law Firm
Client: Cuddy & Feder | Law Firm
Law firm Cuddy & Feder enlisted our help for a full rebranding to reposition the firm, develop a full marketing strategy, a new brand identity and responsive website. How to best represent the ingenuity, creativity and cross-collaboration of a nationally recognized law firm?
We began by conducting internal interviews and an on-site workshop with key decision-makers to determine key message points, differentiators and challenges faced by the firm, in order to craft the overall design and content strategy. The new, flexible identity reflects the creative “out-of-the-box” solutions the firm provides. Integration of dynamic content on the home page and attorney bios aids in directing the user throughout the site. Additionally, case studies and process infographics communicate cross-practice collaboration through the life span of various client matters, providing narratives and visuals that highlight the firm’s culture as well as practice group capabilities and strengths. To emphasize the firm’s leadership in various practices, an Insights section was also developed to house a variety of resources and downloads for prospects.
We further created a communications strategy – both traditional and social media – that reinforced the firm’s messaging. This involved increased media outreach, a social media presence on Linkedin and Twitter, regular client newsletters, both for the firm and for individual practices and a blog and other regularly updated online content. We pursued opportunities to nominate the firm and its individual attorneys for awards and rankings, again publicizing the results using traditional and social media.
As a result of our efforts, the firm has enjoyed enhanced visibility both in the local communities and in the cutting-edge industries in which they are expanding their practice. Media coverage of the firm doubled in the following year, along with a sizeable increase in social media impressions. But most importantly, several attorneys reported positive feedback from clients and other contacts.
Bio exporting functionality allows the internal team to export attorney bios to Word or PDF directly from the backend of the website. This ensures bios are always up-to-date. The user can also select specific content when exporting – awards & presentations, professional associations, community service, etc. – allowing for customization of the content based on the needs of the attorney whether it is for a pitch, speaking engagement or meeting with a new prospect.
Exported into the firm’s branded templates, the bios can be housed in branded folders along side the firm overview brochure and practice descriptions. PDF functionality on the front-end also allows website visitors to export to PDF.
The firm never has to maintain multiple bios for a single attorney again!
Our custom animated holiday card was designed and developed in a simple file format that allowed the animation to play directly in the email body. The recipient was not required to click any additional links or be redirected from the email, therefore ensuring the firm’s message reached a larger audience.
The site had a significant increase in visitors post-launch, with more than twice the unique visitors to the site. The new site also casts a significantly wider net with organic traffic – previously users came to the site primarily on branded keywords and searches including attorneys’ names. As of this report, the site ranked on page one for over 210 distinct queries, and on page two for an additional 110. The responsive site also attracted more users on mobile devices.