Sponsor Spotlight: fSquared Marketing

At fSquared Marketing, we differ from our competitors because we are a consultancy and agency rolled into one, focusing purely on law firms. We’re passionate about working with innovative clients; helping them to tell their story, strengthen their brand, succeed in new markets, and make a lasting connection with their clients. We provide a full suite of solutions: branding, award-winning websites, graphic design, strategic planning, marketing plans, lawyer business development, and client service training—all under one roof. From single projects to comprehensive strategies, we help law firms grow.

What does a typical day at your company look like?

Each morning starts with coffee and a team meeting to review client projects and the day’s priorities. While we would usually circle-up in the office, these days it’s Slack video. Client projects tend to be highly collaborative and we’ll often have a strategist, marketer, graphic designer, and developer working together on a project. Ashley, resident dog and the firm’s CTO (Chief Tail-Wagging Officer), often has a few points of her own to add. Then we get to work on any number of marketing, design, consulting, and development projects. As a boutique, we focus on a limited number of brand and website projects at any one time. This allows us to deliver exceptional, award-winning work. We also act as the agency of record for several law firms and manage or support their day-to-day marketing operations. Our days usually involve a mix of moving large projects forward and providing on-going marketing support. On any given day, members of our consulting team could be working with our clients on their marketing strategy, brand positioning, lawyer training programs, or strategic planning. On the agency side, our development team is probably building a new client website, while our designers create impactful ads, infographics, videos, and photos. Our marketers will be managing campaigns, testing ads, diving into the analytics, or writing new articles, directories submissions, or other content. There’s always a lot to be done, but we’re organized and results-focused. Every day, we help law firms connect with new clients and grow their market presence.

How has Covid-19 changed things for you?

Covid-19 may have changed the legal market, but our focus on growing law firms and providing exceptional results remains the same. Law firms have had to adjust their operations and marketing. We’ve been busy helping our clients to develop and promote Covid-19 related expertise through their websites and social media. As events have been cancelled, we’ve helped them pivot to digital thought-leadership such as webinars, whitepapers, and e-newsletters. Our website development projects have continued uninterrupted; most firms recognize that their website is a cornerstone of their brand experience and marketing strategy. We’ve also been advising firms to explore the benefits of digital advertising, including social media advertising, which can be a wonderfully cost-effective way of getting content in front of the right audience. For branding projects, we typically prefer to meet with stakeholders, discuss ideas, and present creative in person. That hasn’t been possible, so we’ve developed successful workarounds and embraced video conferencing. We invited some of the top voices in legal marketing to share their thoughts on marketing a law firm during the Covid-19 pandemic. You can get the whitepaper here: fsquaredmarketing.com/legal-marketing-advice-covid-19.

What sets your company apart in the industry?

fSquared Marketing pairs strategic consulting with agency services, all under one roof. Our experience in legal combined with our creative excellence is what makes us a true partner to our clients. Marketing a law firm isn’t the same as selling widgets. Success calls for specialization, and in-depth knowledge of how firms operate, the state of the legal market, and industry trends. With leadership who have worked in-house at prominent law firms in the US and Canada for over a decade, we have an insider’s knowledge of the legal market that few agencies can match. We’ve chosen to specialize in legal and this allows us to be highly strategic. At the same time, we have a full bench of skilled designers, developers, and marketers. This combination allows us to advise on strategy and then actually implement the full scope of the project. We build exceptional brand experiences. We’re proud to say that our team has designed some of the best law firm websites in the market (at least according to the organizations who give out awards!). In 2018, we received 1st Place in the LMA Your Honor Awards in the Website category, for our team’s work on patentable.com. Last but not least, we are proud to be deeply involved in the Legal Marketing Association both as a firm and as individual members. Stay tuned for the 2020 Legal Marketing Mental Wellness Report, a joint initiative of LMA and fSquared Marketing, to be released this fall.

What are one or two thing(s) people may not know about your team?

We specialize in legal marketing, but our team draws on a wide range of experience, bringing innovative ideas and best practices from many industries to their work with law firms. Lynn, our CEO, worked at a post-production house and was the English voice-over for the Gold Medal winning Ice-Skater, Oksana Baiul, for NBC's coverage of the 1994 Winter Olympics. Rob, our CDO, was a Video Editor for Murakami Wolf Studios and worked on the cartoon show Teenage Mutant Ninja Turtles. Donatello was his favorite Ninja Turtle. Peter, our Art Director, spent 3 years as the design lead at Wilson Sporting Goods and designed tennis racquets for Roger Federer and Serena Williams. Kirsten, our senior developer, played bass and keyboards in electronic rock band ARCTIC for several years and toured across Canada and France. We love partnering with legal marketers on interesting, innovative projects. If you have a project or even just an idea, give us a call to chat.

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