A Law Firm Embraces Community Relations

Challenge

Create a strong external message of community involvement for White and Williams LLP, an established BigLaw firm that had previously shied away from the spotlight.

Strategy

After the firm decided to “adopt” a local elementary school in a low-income section of Philadelphia, Maven was engaged to raise awareness of their commitment. Maven worked with the firm’s marketing department to create a kick-off event at the school that also provided a media opportunity. After the initial media announcement of the adoption, Maven helped the firm make additional media-worthy announcements throughout the year to keep the firm and their community engagement top of mind.

Results

The kick-off event resulted in both local broadcast and print coverage. Subsequent school involvement announcements appeared in local print as well as legal-specific publications. In addition, Maven worked with the firm to use the media coverage as a marketing tool through a digital campaign that included email, website content and social media posts to reach a larger audience. In 2015 the campaign was recognized with a Legal Marketing Association Your Honor Award for excellence in legal marketing community relations.

In addition, due to the success of the School Adoption program, Maven helped launch a "Why I Care" initiative at the firm, highlighting attorneys for their own volunteer involvement in community relations. 

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