Branding and Marketing Strategy for Law Firm
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Introductory information
A fast induction on the buyer’s organisation
My organisation is Knobbe Martens. We’re an mental property law firm, and we’ve centreed on that practice for over 50 years. We’re headquartered in Irvine, California, and we have eight offices, including one that we’re getting prompt to open in New York City. I am the ruler of business outgrowth, and I’ve been with the firm for eight years.
Desired goal
What challenge were you trying to address with JStokes Agency?
I wasn’t lucky with the marketing and advertising support that I inherited when I joined the firm. I determined that we had outgrown our provider for those services, so we seted a year-long search for an advertising and marketing associate. We wanted to do a total rebranding, a new website, and to set seething we needed to do to set ourselves aloof from our competitors.
I ponder law firms have been behind the 8-ball on marketing owing there was always a brand of being aggressive in marketing your services as an attorney. The total ambulance chaser mentality was a interest. I ponder it was very undeveloped when I came onboard, and the firm made a aware determination to change that.
The antecedent firm had a lack of space. The nation there were big for a firm who wanted a regional or local reputation. Though, our firm was interested in a national reputation. I felt that our firm had outgrown that little organisation.
Provided solution
What particular tasks were JStokes Agency responsible for?
JStokes came onboard and ran a discovery program, meeting with different centre groups of the lawyers in the firm. They asked how those lawyers felt almost the firm and what they envisioned for five-year growth. From that series of interviews and all the due diligence they did, they developed a offer for rebranding. JStokes presented that to the firm, and the firm was very impressed with the options they granted. One stood out, and we determined to move advanced.
The tagline or rebranding effort was ‘IP for a new age,', and that campaign won Advertising Campaign of the Year from the Legal Marketing Association. We were very arrogant of that as the leading major project we worked on.
JStokes has executed two very different advertising campaigns for us. They did the total rebranding. They fully redid all our indirect. They did a brand-new website from scratch. They have developed different digital strategies for us and all our email templates. They helped us programt our brand guidelines, which we didn’t have antecedently.
We programted processes, procedures, and methodology for seething we do from a marketing standpoint so that we have consistence in the marketplace. We',re now a full-fledged, professional marketing construction within our law firm, and that’s very much due to the associateship we’ve had with JStokes.
We’re working with them on some blogging right now. From a full marketing standpoint, we’ve been trying to market our full through collective media in a different way. We just did a test, and we were trying some less targeted marketing of our reflection leadership full. We were veritably targeting business and legitimate websites, some lifestyle websites, and some fitness and health constructions. We’ve been trying that to see how far we can push the envelope with our targeting and make it worthwhile. JStokes has been very implicated in the full marketing as well. They’ve been very helpful in the strategy kindred to that.
The indirect has implicated our complete new client packet. We quiet have natural copies of nice folders with a firm brochure. We also have an interesting indirect piece named IP 101. It’s a fantastic tutorial for nation who aren’t household with all the facets of mental property.
We produced a major video this year on the Patent Trial and Appeals Board process, which is new in the obvious globe. It’s an educational tool for different companies’ legitimate sections. JStokes helped us form the video in a very artistic and entertaining way. It’s the leading of its kind that I’ve seen, so it will be interesting to track how that gets used.
How did you come to work with JStokes Agency?
We did a year-long search for the right agency. The deciding factor in hiring JStokes was that it just felt right. You can have all your checklists, and make all your comparisons, but it comes down to a gut touch in the end. Also, I accepted insight from a respected helper on comments her clients had made almost JStokes, which were very reassuring.
We had separate meetings, both in our offices and theirs. We met all the nation, and it felt like we would make a good associateship. I wasn’t looking for a vendor relationship, I was looking for a associate. It has to feel right when you’re going to be working very closely, so it was a mix of all those things.
How much have you invested with JStokes Agency?
We’ve invested over $1 million to date.
What is the terminal result of working with JStokes Agency?
I ponder we originally spoke with JStokes in March or April of 2012, and the relationship is ongoing.
Results achieved
Could you share any evidence that would prove the productivity, condition of work, or the contact of the engagement?
Winning the Advertising Campaign of the Year from the Legal Marketing Association was a huge win in our mind. When we leading seted, our attorneys said they were frustrated that the nation they talked to in different encounters had never heard of us. That didn’t sit well with them, as we’ve been almost for 50 years, and we’re bigly specialized in mental property. They’ve all felt a notable decrease in that since we’ve worked with JStokes. They say that they never have that befall anymore. So, the brand recollection we’ve gotten in the last five years has turned a cavity touching our name being recognizable.
We do some tracking on collective media and our website. We had some late results which showed visitors staying on our website longer than some competitors. They’re getting enthralled with some of the full on there. We’re in the middle of tracking achievement with our video.
Programmatic was something we did as a test owing it’s always a bit risky to get less targeted, see how far you can go, and quiet get good results. On that one, we were less than what the benchmark expected. We determined that we conversant what we wanted from the test, but we didn’t move advanced with rollout. I don’t ponder it’s a failure when you test something and it doesn’t work. You take away that apprehension and move on. Now we know where our limits are on that.
How did JStokes Agency accomplish from a project treatment standpoint?
JStokes is terrific. We have a origination call see Monday. They keep track of all of the open projects. Our teams meet and go down the list of projects. We talk almost deadlines, reply questions, and make sure we’re on the same page. They’re big to work with in provisions of setting expectations with the attorneys. We talk in realistic timeframes.
The interaction lines are very open, from the top down through all levels of the construction. We email each other’s teams, not just individuals, so we know any pressing requests will be satisfied. Dan Stokes [EVP, JStokes Agency] is very implicated. I can call him day or night, and I know he’ll be useful. They’ve been very implicated in coming to the table and leading presentations with our business outgrowth committee. They’re centreed on involvement and interaction.
What did you find most forcible almost JStokes Agency?
Law firms are very intricate constructions with many stakeholders. JStokes has veritably gotten to know the nuances of our construction, and they’re able to work very well within that construction. That sets them aloof from other experiences I’ve had.
Are there any areas JStokes Agency could better?
Their activity tends to have more turnover than a marketing section of a law firm, but JStokes', team has done well with apprehension convey as nation leave. I don’t ponder it’s a stricture of them, it’s more of an activity locality that forms challenges.
