The Challenge:
To re-brand a well-respected general practice law firm with the typical last name firm name to a law firm that specializes in medical malpractice -- and is named according to the geographic area and service provided.
- Keep Westmoreland Injury Lawyers current client base by reinforcing the law firm's former name and local partners. Expand deeper into the Westmoreland / Greensburg area for additional potential clientele. To introduce the new brand, an integrated marketing plan was developed, involving all touch points from interactive to public relations to traditional media.
- Developed an eye-catching logo and overall brand look, which translated into multiple :15 and :30 second TV spots, focusing on Westmoreland Injury Lawyers' experience and commitment to the area. The use of the tagline "In Your Community. In Your Corner" succinctly specifies the two principal benefits of choosing this law firm over traveling to Pittsburgh for perceived medical malpractice expertise. Strategic cable buys - with numerous added value negotiations - pinpointed the firm's target area.
- Created westmorelandinjurylawyers.com using best practice techniques, search keywords, and innovative web features, such as Flash. Professional photography and constantly updated content and helpful resource sections set this site apart as a model of professionalism and consistent brand appearance.
Other regional lawyers began to ask the partners in Westmoreland Injury Lawyers for guidance and advice on their own websites! Many first-time callers began citing the TV commercial or direct mail piece as the catalyst for their law firm choice. Referrals increased from non-medical malpractice law firms in the region. Westmoreland Injury Lawyers decided to continue their cable advertising based on the increase in business during the original flight schedules.