Novack and Macey

By January 14, 2012

Novack and Macey

Challenge

They had an enviable trial record and needed a campaign that showcased their skills as a high-end alternative to big firms, a small firm that was just as good as the big firms — better, in fact, for everything except those disputes which require enormous teams of lawyers. 

Strategy

We developed a “Small but Mighty” campaign which used examples from nature, small things that were disproportionately powerful.  These acted as the metaphor for the firm’s practice – a rhino beetle that can carry 850 times its own weight.  Or the world’s hottest pepper, the Tepín, which is the size of a pea, or the tiny Poison Dart Frog, which can kill you if you touch it.  We used these images in an integrated campaign including a logo and identity materials, “Small but Mighty” tag line, website, print ads, firm brochure, giveaways, and direct mailers.

We mailed small, private-labeled packets of Tepín peppers to 2500 members of our mailing list, creating great buzz.  Our inch-high direct-mailed brochures fit into a tiny leather briefcase and came complete with a magnifying glass. Clients took realistic poison dart frogs from a glass bowl in the lobby, clutching the small firm brochures.

Results

Within 18 months, the firm had grown 40%, and received an international award for creative and effective marketing.

“Small but MightySM” indeed.  You fit the bill in your area of expertise every bit as much as we do in ours.  You and your team’s efforts on our behalf were exceptional, and I know this is just the beginning of a lot more collaboration and excitement.  What impressed me most about working with you was your ability to convince our lawyers to pursue a long-term integrated marketing campaign.
–Eric N. Macey, Managing Partner, Novack and Macey, Chicago