Putting integrated marketing strategy into action
This white paper describes a fully integrated marketing and communications campaign for the opening of a national law firm’s international office — including strategic analysis, creative development, and aggressive execution.
This case study breaks down the steps Fishman Marketing took to design, develop, and launch this practice-specific online-marketing and branding initiative. Lessons learned from this campaign apply to any proactive internal or external marketing program, campaign, or launch.
This is a particularly useful cross-disciplinary example because it includes the full range of synergistic marketing tools, e.g.:
- Strategic analysis.
- Traditional communications media like print advertising, direct mail, giveaways, and public relations outreach.
- Online presence through a website and microsite/blog.
- Analytical insight, from standard (search-engine optimization) to cutting-edge (eye-tracking market-research technology, and A/B split-testing).
This Fishman Marketing Best Practices in Law Firm Marketing White Paper demonstrates what innovative execution founded on sound strategic positioning can accomplish for a law firm with a targeted brand objective.