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.
