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Law Practice Management and Technology

The Bottom Line Volume 35, No. 3 June 2014

You Want Us to Do What? One Firm’s Successful Brand Development Story through Social Media Success

By Gary L. Barr

In the Beginning…

At our partner retreat in 2012, we made the determination that it was time to make some marketing changes. We wanted to clearly distinguish Alpert Barr & Grant from other firms and use this distinction in raising our overall visibility, while incorporating a strong yet professional business development component. This marketing strategy is not an undertaking for the faint of heart, especially for a small law firm with seven attorneys, but we knew it had to be done in order to stay competitive, relevant, and to grow our firm.

With the advice of a marketing consultant, we quickly discovered that we needed to participate in a formal brand development process. This branding would become the umbrella under which all of our marketing messages would fall. Then, and only then, would we be ready to develop a new Web 3.0 website, which meant the site would be automatically optimized for both computers and all mobile devices.

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