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Case Study: Smith Currie Oles – National Law Firm

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Integrated Marketing Strategy and Service:

Faced with macro-competitive marketing challenges coupled with the need to unify messaging across all of their regional offices for consistent micro-market effect and dual-purposed national reputation management, leading law firm Smith Currie Oles turned to Eberly & Collard Public Relations for a KPI-focused approach to branding victory.

While Smith Currie literally wrote the book on Construction Law and Government Contract Law, a known challenge was the fact that cognizance about their attorneys’ authorship was lacking. A juxtaposition existed between the law firm’s high-level expertise and the Construction Industry’s full-fledged awareness of it, creating an uphill marketing climb for the law firm’s personnel and partners.

Added to the marketing mix was the firm’s acquisition of, and unification with, one of its top competitors, making national law firm marketing communications much more complex, yet critically essential.

They searched quite some time, seeking experts in SEO marketing for law firms, consultants with experience in public relations for law firms, and specialists with renowned backgrounds in managing inbound marketing for law firms.

Having earned numerous “best law firm marketing” accolades and honors, Eberly & Collard Public Relations was selected as Smith Currie Oles’ agency of record.

Right away, our law firm marketing agency team sprang into action by conducting our proprietary, comprehensive Research and Discovery process.

This was one of the first opportunities for the Smith Currie Oles personnel, partners and internal marketing committee to participate in a full evaluation of the ways in which the firm conveyed key messages to its constituencies. We also steered the process to explore current and potential brand perceptions of the law firm and its services on the parts of their diverse clients, industry associations, media members and other essential publics.

With decades of experience conceptualizing and managing marketing for attorneys and law firms, we crafted an intentional toolkit of on-point creative and strategy focused on acute and integrated marketing service elements.

This included defining, conceptualizing, communicating and managing a series of company news, thought-leadership content, and unique selling propositions for Smith Currie Oles. Our team concentrated on promoting and publicizing the law firm’s nationwide B-to-B industry presence, practice areas, service offerings and personnel through consultation in terms of digital marketing, traditional media relations and overall marketing communications.

Case Study: GC Garcia

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G.C. Garcia, Inc., a Nevada-based land planning and commercial real estate development services firm, is an expert in all areas of developing, redeveloping, acquiring, financing, and building new real estate projects. They specialize in everything from site evaluation, planning and zoning to developing, redeveloping, overseeing, and lobbying for creative projects as well as coordinating with appropriate government oversight committees and entities for the firm’s clients, many of whom are headquartered around the world.

During the last twenty-plus years, the firm diligently earned its stripes as a trusted developer resource for its deal partners and clients. Though, the booming building economy of the last ten years spawned new developer and redeveloper competition. When the competition moved from the sidelines onto the playing field, G.C. Garcia, Inc.’s leadership team focused on the questions:

How does integrated marketing combined with public relations help a professional services company interface with commercial business prospects with international real estate and lobbying interests? How can proactive and reorganized modern forms of marketing augment business-to-business engagement and lay the groundwork for selling professional services?

A decision was reached that a full-service, international public relations firm was in order. Professional services media relations was at the forefront of the company’s future marketing, and an internal review led to interviewing top public relations agencies known for nationwide and worldwide media contacts.

G.C. Garcia, Inc.’s C-suite team chose Eberly & Collard Public Relations (ECPR) to conduct market and industry sector research to conceptualize and document a comprehensive annual marketing communications plan. This led to the ECPR team managing fully integrated marketing and publicity for G.C. Garcia, Inc. on a retainer basis.

The Eberly & Collard Public Relations’ market research and publicity teams decided from the start that our accomplishments for G.C. Garcia, Inc. would be entirely focused upon multiple critical planning functions. Our research, brainstorming and marketing development processes were put to work to help G.C. Garcia, Inc.’s personnel advance strategic and creative approaches to more palpably communicate to and with their target audiences, spanning business-to-business and business-to-community market segments.

We more than welcomed the challenge by creating a solid foundation for corporate image building in public relations, coupled with branding, digital marketing, advertising, and other forms of marketing communications. Since helping our clients address competitive intelligence with robust strategies is what we do, we set to work developing a plan that would time and time again prove to be an integrated marketing and SEO game changer.