2014 Winners: Promotional & Collateral Materials — Newsletter or Alert

 

First Place

Katten Muchin Rosenman LLP

"Kattwalk"

Summary

The strategic objective was multifaceted in that the firm sought to improve communication and brand recognition within the New York market; integrate Katten’s Intellectual Property and Fashion Law practices nationally; and leverage current content and articles by packaging them in a fresh, new and innovative way.

The design strategy integrates the forward-thinking and modern twist that the firm has taken in its Intellectual Property group marketing — targeting fashion houses, agencies and new designers — to expand the Fashion Law practice’s portfolio and deepen the group’s experience across key constituencies.

Katten Muchin Rosenman LLP - 1st Place

The idea of repackaging articles, publications and interviews allowed more focus to be put on the newsletter’s aesthetics and reaching the target audience. The initial development of the Kattwalk brand created a strong basic foundation, with plenty of room for growth into other avenues, such as seminars and events. The firm’s attention to detail with regard to the design and reader experience mimics that of the industry in which Katten serves, thus making the correspondence stand out from any competition.

Based on reader feedback during the first year of launching the Kattwalk, the firm has successfully reached and engaged the target audience and enhanced practice visibility. Katten also is able to use past issues as a tool to promote new business in proposals and as handouts at industry events.

 


 

Honorable Mention

DLA Piper LLP (US)

"HIPAA Toolbox: Expanded Definition of Business Associates"

Summary

DLA Piper’s content marketing initiative, “HIPAA Toolbox,” creates and distributes relevant, valuable content to attract, acquire and engage its target audience. The firm was looking to build new and grow existing client relationships, and inspire loyalty by consistently delivering useful information. In some cases, this initiative involves an enhanced, more accessible approach to content marketing. The firm’s “HIPAA Toolbox: Expanded Definition of Business Associates” is a prime example.

DLA Piper - Honorable Mention

With a goal to demonstrate the knowledge and insight of its lawyers in a way that informs clients and piques their interest, the firm used one particular creative material to communicate this message to the firm’s healthcare provider audience — the infographic. “ HIPAA Toolbox” was created to inform clients and potential clients about the HIPAA Omnibus Rule compliance deadline and how the rule expands the definition of business associate. This piece is unique because of its graphic layout and design as well as the innovative approach to what could have been another traditional client alert. The alert itself had a 33 percent open rate and more than 2,000 views on JD Supra.