First Place
Second Place
Third Place
Honorable Mention
First Place Winner
Dodd-Frank.com, Leonard, Street and Deinard
Summary
The goal was to demonstrate to clients, prospects and the media that our attorneys are subject matter authorities on the Dodd-Frank Act, which in turn could lead to new client relationships and the strengthening of existing client relationships, as well as generating media interviews and speaking opportunities.
We faced several challenges launching this website. One was how to build the site so that attorneys could post blog articles themselves and not rely on marketing staff to do so. Another was branding. We wanted Dodd-Frank.com to have its own personality yet maintain a semblance to our primary website, leonard.com. We accomplished that by anchoring the Leonard, Street and Deinard logo within Dodd-Frank.com, using with the firm’s color palette, picking up some of the design elements from leonard.com and linking back to leonard.com whenever appropriate.
For launch, our news release distribution list included existing clients and prospects from financial services and related industries, as well as local, regional and national media outlets. We also made phone calls to local editors and reporters, and created a prominent link on leonard.com. One key point of differentiation: this is a blog about one topic. Yes, it's a groundbreaking topic, one that's guided by 2,300 pages of legislation, but it's still just one topic.
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Second Place Winner
Cross-Sell Video Project, Womble Carlyle Sandridge & Rice, PLLC
Summary
In 2009 and 2010, Womble Carlyle embarked on an innovative internal marketing campaign called the Cross-Sell Video Project. The project involved producing short (one- to three-minute) videos, created entirely inhouse, of attorneys discussing particular niches of their practice that might be of interest to firm colleagues and their clients. The goal was to provide viewing attorneys with short, simple messages that could then be cross-sold to existing firm clients.
Given that Womble Carlyle consists of more than 500 attorneys in 11 offices, it is no surprise that a bankruptcy attorney in, say, Baltimore may not be completely aware of the capabilities of a litigation attorney in Charlotte. The Cross-Sell Video Project helped bridge those gaps and broadened attorneys’ knowledge of our vast array of legal services.
The Cross-Sell Video Project was created and executed by the firm’s Client Development department. To date, the firm has produced 38 cross-sell videos.
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Third Place Winner
Mobile Tagging, Akin Gump Strauss Hauer & Feld LLP
Summary
As part of our ongoing effort to deliver services and content to clients and contacts in ways that they find most useful, we launched a mobile tagging initiative that seeks to bridge the gap between printed and electronic collateral by using two-dimensional quick-response codes, included in hard-copy texts, that contain coded URLs. These QR codes, when scanned by a reader’s smartphone, deliver the online documents to the phone and allow the reader the same sort of easy access to online secondary material that a hyperlink would provide on a Web page.
As a result, we have succeeded in bridging the paper/pixel gap in a low-cost way that takes advantage of a burgeoning technology to open the firm’s work to a broader audience and, also, to deliver services to clients and contacts in the manner that is best suited to their needs.
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Honorable Mention
Ogilvy Renault Mobile Applications, Ogilvy Renault LLP
Summary
The primary goal for this project was to extend Ogilvy Renault’s digital content to our target audience in a manner that is easily accessible, intuitive and over as broad a spectrum of mobile devices without compromising our standards of quality. We wanted to be able to cost-effectively scale to other mobile platforms and mobile OS upgrades. We also wanted to position Ogilvy Renault as a progressive law firm that is a leader in leveraging technology in appropriate ways.
The product was made available to the market through our firm’s website, the Blackberry App World store and the iPhone App store. Our communications plan involved an email campaign, national and local media outlets, some print advertising, tradeshow exhibits and an internal communications that involved an automatic push of the Blackberry app to every lawyer and staff at the firm using this device.
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