Carlton Fields had one of Florida’s top Construction Law practices, and wanted to expand its lead with a dedicated campaign. Instead of simply marketing general construction like all of its competitors, we selected certain sub-specialty areas of construction, like (1) bridge and tunnels, and (2) large-scale projects like airports, stadiums, or aquariums.
In the construction area, each of these is considered a separate industry, with distinct companies and expertise. This narrow focus helped expand its leadership position quickly.
Headlines include: “From blueprints to ‘Are we there yet?’”