BRAND AWARENESS | EMPLOYER MARKETING

Launching an Industry-First Impact Practice

Professional Services Firm

A 15-year-old professional services firm wanted to increase awareness of their industry-leading Impact practice. Their objective was to influence case outcomes and attract more talent to the firm. I launched a multichannel brand awareness campaign including strategy and execution of a landing page, PR, and social posts. The campaign increased their website traffic 144% and successfully attracted inbound talent; saving the firm 50% in annual recruiting fees for the year.

Challenge

A boutique litigation firm launched an industry-leading dedicated full-time Impact practice focused on civil rights and protecting vulnerable and underserved communities. The launch campaign had two objectives: (1) establishing credibility and visibility for the Impact practice with the press, clients, and the broader legal community, and (2) using the launch as an employer branding opportunity to attract talent in a market where recruiting fees for boutique litigation firms are high.

Solution

I developed a multi-channel campaign strategy spanning web, press, and social, building the infrastructure and content needed to make the launch land with both external audiences and prospective talent.

  • Built and executed the Impact practice page and Careers page including strategy, messaging, design, and cross-linking

  • Developed media pitches, talking points, and provided media training

  • Built press relationships and secured national and industry coverage

  • Developed social strategy, copy, and design across LinkedIn

  • Implemented an employee social media advocacy tool to extend organic reach

Results

  • 144% increase in web traffic

  • Press coverage in the Daily Journal, NPR All Things Considered, and the New York Times

  • 20% increase in LinkedIn followers

  • 300% increase in LinkedIn post engagement

  • 80% internal adoption rate of employee advocacy tool

  • Attracted high-quality inbound talent, saving approximately 50% in annual recruiting fees - an estimated $500K equivalent

I. Website

  • Developed strategy, messaging, design, and execution for the Impact practice page and Careers page

  • Cross-linking throughout site and bitly URL email signatures

II. Press

Daily Journal, NPR All Things Considered, New York Times

  • Developed media pitches and talking points

  • Provided media training

  • Built press networking and relationships

III. Social Media

  • Developed social strategy, copy, and design

  • Implemented employee social media advocacy tool

  • Increased post cadence and quality across company LinkedIn