Standing out in today's crowded California legal market can be tough. Broderick worked with a 1,700 attorney law firm to assess the California market and determine the best market strategy for raising its brand awareness and building business. While the New York-based firm was not new to the California market, the firm did arrive well after most technology-focused firms were entrenched.
To develop the market assessment, the Broderick team first gathered information from partners throughout the firm. Current and prospective clients were interviewed to determine needs and buying trends and test awareness. Based on the firm's expertise in interviewing "C-suite" executives, these interviews proved highly productive. As part of the interviews, Broderick also identified the major law firm competitors in its client's key service areas. The Broderick team synthesized the raw data, identifying trend lines based on areas of expertise, market demand and the competitive environment, providing a framework for Broderick's recommendations.
Program deliverables included recommended positioning to reinforce the law firm's global presence and the value of a global firm to established and growing California-based companies. A regional marketing program was developed including a multi-touch campaign of briefings, direct mail, surveys, newsletters, public relations and calling outreach focused on priority markets. The firm is currently in market plan implementation mode.
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