THE CHALLENGE — LEGAL MARKETING AND PUBLIC RELATIONS AGENCY FOR IP LAW FIRM
Panitch Schwarze is a boutique Philadelphia intellectual property law firm with international reach, with a moderate size that allows it to maintain a personal touch with its clients. The law firm serves mid-market international and U.S. businesses with legal counsel, including litigation, licensing, and strategic counseling services relating to patents, trademarks, copyrights, and trade secrets. Furia Rubel legal marketing and public relations agency was retained to conduct a marketing assessment, to deliver a strategic marketing plan and to execute the plan in order to set the boutique IP firm apart from it international competition.
OUR DELIVERABLES — LEGAL MARKETING AND PUBLIC RELATIONS AGENCY FOR IP LAW FIRM
Furia Rubel developed a comprehensive legal marketing plan that identified five strategic campaigns aimed at the firm’s target audiences: branding, advertising, marketing, public relations, and digital (including website, content marketing and social media). A new website and updated brand was a crucial part of the strategic law firm marketing and public relations mix.
The goal of the website was to augment and expand the number of touch points between target audiences and the firm to build brand awareness and, ultimately, demand.
The new site, PanitchLaw.com, was customized to:
- Highlight the firm’s unique strengths and differentiators
- Speak directly to target audiences in select industries
- Describe how the firm helps solve problems for clients
- Provide content for multilingual audiences
- Give visitors a way to share the firm’s content with others
The site utilizes a responsive design, making it possible to view easily on a desktop, tablet, or smartphone. It uses a flexible and creative approach to design and development and has generated many qualified leads since its launch. Research shows that attorney profiles are the most highly visited pages on a law firm website, and so the attorney bio pages were created as microsites with their own navigation.
Since the website was launched, Furia Rubel has served the firm to focus on continual legal marketing, public relations and business development. Our ongoing deliverables include the creation of a steady stream of content including white papers, blogs, e-newsletters, and press releases about the firm. The website also is updated often, making it a valuable repository of law firm and IP law information for existing and prospective clients.