Branding, Visibility and Marketing Campaigns

The Concept

  • Leverage a well-known service area across multiple practice areas and strengthen the brand through a variety of platforms.

Articulated Goals

  • Define the brand qualities
  • Share client success stories
  • Demonstrate value to clients and prospects
  • Create new products for delivery of message

Approach

  • Created a custom-published magazine – Capital Thinking
  • Partnered with a custom publishing company to manage writing, art and production
  • Asked clients to participate to tell their stories
  • Involved every practice department and CEOs of clients in every issue

Hurdles

  • An unproven concept for a law firm
  • Budget was large line-item
  • Needed distribution plan and feedback loop
  • Unsure firm would commit to produce on regular schedule

Results

  • Launched in 2006, Capital Thinking was produced twice a year for six years
  • Distribution to over 25,000 clients and targets via list purchase and management
  • Created “blow-in” cards for feedback and contact info for attorneys and features
  • Positive feedback from clients and targets
  • Brought in new matters and new clients
  • Won multiple awards in legal marketing, legal writing and publishing
  • Added Capital Thinking blog and an internet radio show, both still in production (2014)

© Patton Boggs LLP

© Patton Boggs LLP