2016 Winners: Advertising — Campaign
Buchanan Ingersoll & Rooney PC
Buchanan Brand Florida Launch
Buchanan Ingersoll & Rooney PC has a nationwide footprint of more than 500 attorneys and government relations professionals with a historically heavy presence in the Northeast.
Following a merger with a well-known, Florida-based law firm, Fowler White Boggs (FWB), the Buchanan’s marketing team was charged with raising awareness for the Buchanan brand throughout Florida. The merger was announced a year before, but the Buchanan name was not widely known in Florida.
The strategy was to launch the Buchanan name throughout the state with a “stand-up-and-take-notice” media blitz, including print and online ads that directed to a branded website. This media blitz was part of a larger, integrated marketing effort that involved media relations, events, awards, charitable giving, social media and lateral recruiting materials.
Through research, the Buchanan’s marketing team discovered that they needed to develop a positioning statement that didn’t just showcase expertise but also spoke to the culture and how the firm delivered services. The challenge was making the positioning statement stand apart from what others were saying.
The marketing team developed the brand positioning of “Know Greater Partnership” and created authentic partnership traits designed to resonate with clients, prospects and lateral recruits. These traits were packaged as the “10 Best Kept Secrets of Valued Legal Partners,” which became the inspiration for the creative campaign.
The paid media plan was also strategic and distinct.
In South Florida, Buchanan ran ads in the Daily Business Review (DBR), the well-known publication for lawyers, real estate professionals and financial decision-makers – reaching three of the firm’s targets with one source. The strategy was to have a significant, cover-to-cover presence in the publication by running a front-page, two-page spread and a back-page advertisement in each issue for five consecutive weeks. Buchanan also ran full-page advertisements in the Tampa Bay Business Journal (TBBJ) and statewide in Florida Trend, selecting issues with content targeted to key industries.
The digital media plan included banners on DBR email alerts and roadblock ads on its legal page. Buchanan used run-of-site banner ads on the TBBJ site. An online retargeting campaign identified targets and served up ads based on geography and keywords, extending its geographic reach and scope.
The campaign ran throughout the spring of 2015 and a second wave was still running in the fall of 2015. The spring effort alone attracted 2,500 visitors to the site; 72 percent of which had never visited a Buchanan blog or site before. Many of these new visitors were from the firm’s target locations and industries. The Google Ad Network retargeting initiative had a higher-than-average click-through rate of 0.32 percent. The lateral recruit audience was also reached. The recruitment page was visited more often than any other page and the recruitment video on the site was played close to 300 times.
More importantly, the campaign created buzz internally and externally and generated new business momentum. Anecdotally, HR recruiters mentioned that the ad campaign lifted the Buchanan name with its candidates. The firm’s lawyers and staff expressed a renewed sense of pride in and support from their law firm.
While it was difficult to tie new business directly to this campaign, these efforts helped to raise awareness for the firm’s nationwide, full-service capabilities with clients located in Florida, bolstering cross-selling initiatives that led, in part, to three large client wins.
Bennett Jones LLP
Boots on the Ground
Bennett Jones LLP’s challenge was to convey a clear message that its work with its clients from the ground up to understand how the clients’ business works, so Bennett Jones can deliver the most effective legal strategies for their business needs. The solution was to develop the "Boots on the Ground" campaign umbrella to create an authentic and familiar connection with its target. Bennett used original and eye- catching photography to rouse curiosity with a measurable goal. Using this campaign, “Boots on the Ground” increased impressions, social media and website traffic, and internal and external engagement with its brand, people, clients and prospects.
Manatt, Phelps & PhilLips, LLP and Right Hat
To mark the occasion of its 50th anniversary and to unveil simultaneously a significant, differentiated positioning strategy, Manatt, Phelps & Phillips, LLP developed and launched a digital and print advertising campaign designed to fast-forward awareness of the firm’s value proposition among decision makers who engage outside counsel as well as among other audiences, such as recruiters at all levels who follow and evaluate professional services firms.
Manatt’s advertising campaign used visually memorable iconography to capture the attention of its target audiences and clarified a value proposition that was developed to be distinctive from other professional services providers, particularly multi-practice, multi-office law firms.
Intersecting ribbons of bold color complemented by a modest amount of text memorably described Manatt’s integrated services model, which brings together traditional legal services and rich consulting experience in international strategy, health care and digital media.
Why advertising, a medium used today less frequently both online and in print form by major corporate law firms?
First, as a marketing tool for a professional services firm, the advertising landscape is less cluttered today than it was 10-15 years ago. Second, while Manatt has targeted its audiences geographically, the goal of its campaign—to shift a paradigm in the legal community—requires a foundation of mass marketing that leverages both print and online advertising. Moreover, Manatt’s 50th anniversary created a singular opportunity to address two goals with one campaign: to alert the marketplace of the firm’s stability while underscoring the multifaceted nature of its approach to serving clients. Another advantage of advertising as one tool in a law firm’s marketing mix is its ability to foster a feeling of pride internally.
The abstracted but intersecting forms of the new Manatt advertisements created a memorable hook for telling a new story, the story of a law firm with enduring relevance for clients both in a wide range of sectors—from financial services and entertainment to digital media and health care to name just a few—and in a wide range of practices—from orchestrating major deals and resolving major disputes to developing and helping clients implement global strategies for navigating complex governmental and regulatory systems.