First Place
Second Place
Third Place
First Place Winner
Founder's Workbench, Goodwin Procter
Summary
Goodwin Procter is highly committed to working with startups, emerging companies and the entrepreneurial community. In an attempt to lure young companies as clients, smaller law firms have begun offering founders miscellaneous free startup documents. We wanted to eliminate this “carrot” by going well beyond what competitors were doing and offering a comprehensive set of free documents coupled with high value guidance and advice, not only from our own lawyers, but from an array of outside industry experts.
The Founder's Workbench initiative targets founders of new companies by providing free access to critical forms, memoranda, best practices and other resources. The site includes an interactive online product (Document Driver) and a blog. The main message is Goodwin Procter understands what it takes to become a successful company, and we will provide you the highest quality legal service to help you achieve success.
Before embarking on this project, we conducted an extensive audit of websites that offered free startup documents, noting the quality and value of the documents. We also surveyed our existing startup company clients and asked for their input.
The project was primarily managed by our technology companies practice manager, who oversaw and coordinated a team consisting of partners, associates, marketing and IT staff, plus external web design and document generation vendors. After a soft launch, we used metrics and feedback to make significant changes and improvements to the site. We use Twitter, and have established an editorial calendar and lineup of writers to create frequent blog posts.
back to top
Second Place Winner
Client Stories, Sieben, Grose, Von Holtum & Carey and Reynolds Group
Summary
The firm wanted to build credibility and confidence among website visitors who may be searching for a personal injury attorney. The marketing objective for this campaign was to deliver confidence to online viewers and show compassion through compelling client stories. We worked to positively reinforce the firm’s awareness among their target audience, while simultaneously triggering a response from those ready for a lawyer.
The website client stories are an ongoing marketing effort modeled after a successful firm TV commercial (broadcast earlier in the year). The process began by meeting with attorneys and creating an archive of clients willing to be interviewed. From there, the stories were written and videotaped. When finished, the stories were posted on YouTube andn the firm's website. Other online and media tools were used to drive traffic to the website, www.knowyourrights.com.
back to top
Third Place Winner
Bingham's Online Store, Bingham McCutchen LLP
Summary
Over the past decade, Bingham has grown dramatically through a series of strategic mergers, from 175 lawyers in four cities, to 1,100 lawyers working throughout the U.S., Europe and Asia.
We take branding seriously at Bingham, adhering strictly to a set of graphic standards to make sure every logo, font, color and proportion makes sense and is consistently applied.
Our goal in creating an online store was to provide a centralized, systematic way for lawyers and staff to access well-branded Bingham merchandise. We wanted a self-service system, so we could move away from doing custom jobs each time.
We showcased apparel, bags and other items that had proven popular in the past with navigation so visitors could quickly zoom in on the type of merchandise they wanted. Most importantly, we kept the option of speaking to a human being for guidance or custom orders.
back to top