Adding Diversity Into Law Firm Marketing

Colorado Law Firm Incorporates Diversity & Inclusiveness Into Marketing with Great Results: A Case Study

CLIENT

A small law firm (4 lawyers) and support team members.

OVERVIEW

After a successful local branding experience with Denver Legal Marketing, the client wanted strategies for incorporating D&I into their online and offline marketing campaigns as a means to deepen connections with corporate clients with similar D&I practices.

STRATEGY

The goal for this client was to create and implement D&I strategies that would allow for further connections with companies implementing these types of goals into their business model.

ACTION PLAN

STEP 1 - PERSONALIZE

Met with administration to learn what efforts the firm was involved in the local community and which they were interested in.

STEP 2 - SET GOALS

Researched ways for the firm to be involved in community issues and organizations in a way that supported B2B marketing efforts. Developed a strategy and plan for yearly goals regarding D&I with monthly milestones for the firm and attorneys to meet

STEP 3 - MANAGEMENT

Managed participation in organizations, development of website page on D&I at the firm, development of collateral materials, and promotion of efforts in the firm's social media and email marketing campaigns.

CONCLUSION

Following the D&I campaign, the client was able to increase traffic to the new D&I pages, with much of that traffic coming from social media promotion and email marketing activities. Participation in community organizations with a D&I focus increased by a measurable percentage, with potential new clients identified from this marketing effort.