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2017 Winners - Communications: Written or Oral, Firm-Wide, Office or Practice Brochures and Annual Reports

First Place

Fish & Richardson P.C.

A Guide to Patent Litigation in Federal Court

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Summary: Like other forms of business litigation, patent infringement lawsuits are often complex undertakings with many moving parts and may be difficult for non-specialists to understand. Patent cases may be particularly challenging because they often involve esoteric technology, entail unique litigation procedures and raise arcane legal issues. The purpose of Fish & Richardson’s “Guide to Patent Litigation in Federal Court” is to provide the layperson with an overview of how patent litigation works and what to expect as a case progresses from the initial filing of the complaint through trial and appeal. The publication is a collaborative effort between associates, principals, the management committee and the marketing team. The guide has become a valuable reference tool for the firm’s clients, executives and boards and others with an interest in the topic.

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Fish & Richardson has been named number one in patent litigation for the past 13 years by Corporate Counsel. Given their outstanding reputation and desire to maintain an elite status, it is important that they continually educate current and prospective clients, executives and boards, the media, legal staff, recruits and law students on the complexities of patent infringement lawsuits. “The Guide to Patent Litigation in Federal Court” was a collaborative effort between Fish’s Associate Advisory Committee, principals, members of the firm’s management team and the marketing team. Its purpose is to provide the layperson with an overview of how patent litigation works and what to expect as a case progresses from the initial filing of the complaint through trial and appeal. It also helps readers of all backgrounds become familiar with the concepts and procedures associated with the complex undertakings of patent litigation.

The marketing team partnered with 12 new associates from across the country to develop and maintain a detailed project plan; draft, edit, and proofread content; and ensure appropriate flow, continuity and voice. Production centered around streamlining complex legal content into language that any non-legal audience would be able to understand. The marketing team ensured that colors and images were used to reflect the firm’s brand. The Guide includes purposeful design elements such as charts, callout quotes, tables and other unique images that promotes Fish’s brand as well as enhances the reader’s comprehension of the content. The final publication was produced in electronic PDF, and in a 6x8 travel size, and an 8.5x11 format. The guide is available on the firm’s websites, in social media channels, as a follow up for events, as a handout in client meetings and as a companion in pitch or RFP materials. Internally, the guide has helped promote cross-selling and cross-servicing to their clients.

The marketing team has received glowing feedback from the attorneys, as they have found the guide to be a value-added piece to share with clients who are starting the patent litigation process or are trying to learn about what happens during such litigation. The guide became the basis for a popular Fish-branded webinar titled “Patent Litigation for the Non-Specialist.” The webinar targeted a C-level audience and attracted more than 160 executives, a relatively new audience for Fish’s intellectual property litigation practice. Leads were generated from the webinar, and a follow up email promotion offered the guide as a free downloadable resource. The webinar also led to numerous in-house CLE seminars delivered at multiple client sites for their legal teams. Due to high client demand, they have turned the piece into a blog post and are now working on a video series on the topic.

The guide is an innovative and informational booklet designed for the layperson and was developed as an educational and value-added resource. This goal was accomplished at a local level, as “The Guide to Patent Litigation in Federal Court” won the 2016 LMA-MN, Your Honor Awards for Collateral Material. Now that the guide has been widely distributed and was recognized by LMA, the firm believes it deserves to be further considered for excellence at national and international levels.


Honorable Mention

Bowles Rice LLP

Views & Visions, a Quarterly Publication

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Summary: For more than 25 years, Views & Visions magazine has presented the thoughts of the day’s leaders in government, industry, commerce, higher education and economic development in West Virginia and the surrounding region. Growing in size from a two-page newsletter to the most recent 47-page, full color edition, Views & Visions not only reinforces the firm’s brand and regional footprint, but also opens and reinforces dialogue with clients and leaders from the steps of West Virginia’s state Capitol to the nation's capital. Flip through any particular issue and you are likely to see articles penned by governors, senators, CEOs and university presidents, as well as business and civic leaders from across West Virginia, Virginia and Pennsylvania. Views & Visions is well-respected among the “movers and shakers” in the region, with a more than 90 percent acceptance rate from authors and a 100 percent permission rate for sharing those articles on various social media platforms. The direction of each issue, published two to three times per year, is to highlight one of the firm’s practice areas or seven strategically-located offices, by giving a voice to a topic of interest as well as writing opportunity for attorneys to establish thought leadership. In the past two years, Views & Visions has touched on the areas of privacy and security, regional collaboration, banking and finance, West Virginia’s growing Eastern Panhandle region and, most recently, the face of the next generation of leadership. What started as a simple newsletter written by the firm’s attorneys has grown to become a publication encompassing key thoughts from recognized names in every industry. Bowles Rice is proud to present a thoughtful forum for the views of the firm’s friends and clients and a vision of our brand as a leader in niche publications.

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Marketing goals include:

  • Showcasing the firm’s relationships with thought leaders in various branches of government, industry, commerce, higher education and economic development throughout our region among targeted clients, referral sources, potential clients and other key individuals.
  • Reinforcing the firm’s regional footprint by including author’s throughout our multi-state area.
  • Reinforcing the firm’s quality brand
  • Focusing on practice areas, geographic areas and/or industries where the firm has identified business development opportunities
  • Opening a dialogue with key clients and other leaders by inviting them to contribute an article

The marketing team worked with the firm’s managing partner and business development team to determine the focus of each issue and develop a final list of prospective authors that represent industry, demographic and geographic diversity. An average of 5,000 copies were printed of each edition and mailed to a targeted list of recipients, managed through the firm’s CRM system. The firm framed reprints of articles and gave them to authors following publication.

The firm frequently coincides an event around the publication of the latest edition, depending on the focus of the issue. Each issue is converted to an e-publication and placed on the firm’s website, featured on the home page. Permission is requested from each author to share their article via the firm’s social media platforms. We also provide a bit.ly link to each author, so they can share their article on their social media.

The firm has over a 90 percent acceptance rate among those invited to submit an article. Hospitals, businesses, universities, chambers of commerce and many other entities have requested additional copies to share with their stakeholders. The managing partner typically receives dozens of congratulatory messages following the publication of a new edition and many clients have called the managing partner to ask for the opportunity to write an article for a future issue. Business to business publications have mentioned the magazine and cited or quoted articles from several articles.

Views & Visions magazine has presented the thoughts of the day’s leaders in government, industry, commerce, higher education and economic development in West Virginia and the surrounding region. Growing in size from a two-page newsletter to the most recent 47-page, full color edition, Views & Visions not only reinforces the firm’s brand and regional footprint, but also opens and reinforces dialogue with clients and leaders from the steps of West Virginia’s state Capitol to the nation's capital.