Your Honor Awards — Quick Links

Return to 2010 Winner Homepage
Best in Show Winner

Advertising — Single Ad
• First Place Winner
• Additional Winners

Advertising Campaign
• First Place Winner
• Additional Winners 

Announcements
• First Place Winner
• Additional Winners

Annual Report
• First Place Winner
• Additional Winners

Brochure
• First Place Winner
• Additional Winners

Chapter
• First Place Winner
• Additional Winners

Community Relations
• First Place Winner

Electronic Media
• First Place Winner
• Additional Winners

Events
• First Place Winner
• Additional Winners

Identity
• First Place Winner
• Additional Winners

Marketing on a Shoestring
• First Place Winner
• Additional Winners

Media Relations
• First Place Winner
• Additional Winners

Newsletters
• First Place Winner
• Additional Winners

Online Interactive Marketing Tools
• First Place Winner
• Additional Winners

Practice Development
• First Place Winner
• Additional Winners

Recruiting
• First Place Winner
• Additional Winners

Web site: Alumni, Client
• First Place Winner
• Additional Winners 

Web site: Firm, Practice or Industry
• First Place Winner
• Additional Winners

 

 
Advertising — Single Ad

Second Place Winner
Sherin and Lodgen LLP — Going Green? Take 15

The overall strategic objective of this advertisement was to obtain new clients and expand business with existing clients in the LEED/green real estate sector. At the beginning of 2009, Sherin and Lodgen LLP had five LEED Accredited Professional attorneys, which was believed to have been the most LEED APs at any law firm in the United States. The goal was to establish the firm as the "go-to firm" for green building projects.

In January 2009, there were only ten total LEED accredited attorneys in Massachusetts (fewer than 150 in the U.S.) and five of them practiced at Sherin and Lodgen. As the industry grew and laws changed, the firm realized that they had a limited window in which to create a LEED specialty.  The program differentiated itself because it was unheard of for a law firm to offer a public discount for anything other than a charity or nonprofit.

Summary of Outcomes

Sherin and Lodgen LLP received several pieces of new business as a result of this advertisement. The program also resulted in a great deal of press for a firm of their size.

Third Place
Lewis and Roca LLP with Greenfield/Belser, Ltd. — P.F. Chang's China Bistro

Lewis and Roca LLP positioned their P.F. Chang's China Bistro ad to create a distinct personality for the firm and its attorneys. The inception of the ad was to highlight the client and Lewis and Roca's ongoing legal services. To target the audience, the firm utilized imagery and messaging that provided an emotional link between the audience and the firm. By using the tagline "Focus Forward," the campaign demonstrated that in an industry that was out of date a Lewis and Roca client brought it to the future. In this ad, the firm highlighted the client's ability to take the standard Asian food model of one location and turn it into a 189 restaurant-strong business through the services provided by the firm. The campaign differentiated Lewis and Roca in the legal marketplace using messages that were short, quick and organized while maintaining a sense of the firm's original, brand message of progressive thinking.

Summary of Outcomes

Lewis and Roca LLP received positive feedback — both intended and unintended. The client [P.F. Chang's] was very excited be featured in the ad and the attorneys have been enthusiastic to request other high profile/top clients to take part in the campaign. Additionally, Lewis and Roca's Web site was re-designed to utilize the ad as a homepage focal point. The campaign successfully accomplished Lewis and Roca's major objective: promote the firm by increasing awareness in the business community and telling the firm's story.