Second Place
Weltman, Weinberg & Reis Co., L.P.A. — Replevin Tow Truck Reminder Direct Mail
Weltman, Weinberg & Reis Co., LPA (WWR) is recognized as the nation’s largest creditors’ rights law firm. In business for over 80 years, WWR provides both general and unique debt recovery services to major banking, financial and industrial clients nationwide. One of the areas of expertise is in replevins — the legal recovery of automobiles, trucks, watercraft, machinery — purchased or leased goods, for financial lenders when an account goes into default and the parties can no longer pay for the goods.
In 2009, one of the major replevin accounts moved their operations center from Scottsdale, AZ to Minneapolis, MN. As part of this move, many new client relationships/contacts were forming, along with an immediate demand on the WWR Replevin team to educate, inform and service a whole new client team…many of which were new to the replevin business. WWR saw this as an opportunity to secure a long-standing client relationship and also to expand services to this important client.
The firm developed a “keepsake” reminder that fit with legal recovery services, something the client could keep in their new offices, along with custom brochures profiling the dedicated WWR/Client team. They ordered tow trucks and customized them with the WWR logo, designed a custom box to house the truck mailing and enclosed the customized brochure and information about fees. Completed packages were sent directly to existing and new client team members, with an invitation to visit their new office operations.
Summary of Outcomes
The outcome of the mailer was simply outstanding. Clients loved them; they responded to the lead attorney, who in turn visited the client and held one-on-one meetings and group training. The firm not only maintained the business, but also expanded services to other regions of the country. A national program is also now under consideration.
The firms stated goals were met, primarily to keep the business, but also introduce the team to more people and services from WWR. They effectively grabbed the attention of both new and prospective clients. Feedback has been tremendous – partners and attorneys are happy, and strong sales have been accomplished. This specialized mailer approach will be used in new replevin prospect marketing efforts. Spurred on by the targeted marketing approach, the internal replevin team developed a new blog (www.wwrreplevins.com) to continue the dialogue and maintain the firm’s leadership position.
Third Place
Fisher & Phillips LLP — This Year, We’re Bringing It to Yousm
Fisher & Phillips wanted clients and non-clients to view the firm as one that works with companies in a businesslike manner and understands that in an economic downturn companies are cutting travel and conference budgets.
Historically, the firm has produced two national client seminars for human resource professionals, in-house legal counsel, risk managers and other managers who deal with workplace legal issues. Knowing that many organizations were reducing or eliminating discretionary business travel in 2009, the firm opted to produce a series of Webinars and events. This change in programming was promoted to the attorneys who were asked to produce the programs and content; attorneys in all 21 offices produced Webinars. (The firm has since added a 22nd office.)
In January 2009, the firm issued news releases in all of their markets and several media outlets picked up the story. The firm rebranded the sections of its website to include “This Year We’re Bringing it to You." Fisher & Phillips believed that branding the program and sections of the Web site with “This Year We’re Bringing It to You” sent a clear message that the firm was literally bringing education into companies’ offices rather than having them incur the expense of going to a seminar.
The online programs were educational and offered HRCI credit to HR professionals, who viewed the programs as extremely valuable. The firm received a high number of complimentary emails and positive responses on the post-event evaluations
Summary of Outcomes
The firm presented 98 Webinar programs which were attended by 29,407 clients and non-clients. They brought in at least 10 new clients; several existing clients assigned work related to a Webinar topic. The firm added over 11,000 contacts to the database and organizations, such as local SHRM chapters, contacted the firm asking if they could forward the promotional e-mails to their members.