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.
