One of the nation’s 250 largest firms with offices coast-to-coast and European affiliates, Clausen Miller boasts one of the nation’s leading insurance practices. We worked closely with the firm’s successful marketing director, Kelly Klopotek, creating a firm-wide program, as well as niche campaigns for a number of the firm’s well-known industry groups and practices.
Clausen Miller had not previously undertaken sophisticated branding or advertising activities and many of the lawyers were ready to ratchet up the firm’s efforts. We began by creating a more aggressive visual look and tone to reflect the firm’s personality and culture, rewriting and redesigning the main web and firm brochure.
After training many of the firm’s lawyers in niche and vertical-marketing strategies, we conducted interviews to identify the marketing opportunities most likely to yield quick results, selecting three initial targets, including the defense of construction crane-related accidents.