White and Williams LLP Embraces Community Relations

The Challenge

Create a strong external communications program for an established law firm that doesn’t publicly promote many many of their matters.

Strategy

After the firm decided to “adopt” a local elementary school in a low-income section of Philadelphia, Maven was engaged and  launched a campaign around community involvement to raise awareness of the firm’s 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 first 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 and more diverse audience. In 2015 the campaign was recognized with a Legal Marketing Association Your Honor Award for excellence in legal marketing community relations.

Finally, 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.

Achievements
  • Program was recognized by the Legal Marketing Association’s Your Honor Award for excellence in legal marketing community relations.
  • Garnered coverage in leading consumer print and broadcast outlets that had never previously covered the firm.

Maven has a top-notch team. They helped us raise awareness of our community initiatives and develop a platform for us to share important news about the firm and our lawyers. They understand our firm and provide practical counsel whenever we call on them. And they are just great people to work with!

Andrea Malone CMO