“Connect the Dots,” the successful internal ad campaign for Pillsbury Winthrop Shaw Pittman LLP (Pillsbury), earned first place in the Internal Communications category by Your Honor judges. “Agency-style results with minimal dollars spent,” were among the remarks made.

The Pillsbury marketing team embarked on a communications campaign to familiarize Pillsbury attorneys and secretaries with InterAction, a state-of-the-art Customer Relations Management (CRM) tool. The ultimate goal was to build enthusiasm for the tool and its potential to enhance client communications and business development activities.

Overcoming obstacles of attorney skepticism and dissatisfaction with various CRM programs were challenges met by a spate of new promotional materials about the ease and effectiveness of the InterAction program and giving it a game-name. All art and imagery related to connecting, connecting dots and making the program approachable. Ads sported photos of the partners either framed in “dot” circles or featured in print ads touting the value. Contests and prizes kept up enthusiasm. Importantly, the leaders positioned the program as new business development rather than another software initiative.

Success was measured in landslide participation in training classes. Typically, attendance at marketing technology-related training is low among busy attorneys. For “Connect the Dots” the turnout was more than 70% with nearly 100% attorney and secretary attendance in some offices of the firm.

Click here for video of the award presentation and an interview with the winner.