Making it Easy to Do Post-Merger Bio and Practice Group Revisions
A recent merger leaves the firm with two sets of biographies and practice group descriptions, not only inconsistent, but also lacking any positioning to reflect the benefit of the merger to the firm’s clients
The Background:
Two mid-sized firms merged and quickly realized the need for marketing materials including Web content, biographies and practice group descriptions. An overworked marketing department struggled with how to effectively revise more than 400 biographies and somehow blend together more than 50 discrete practice group descriptions.
The Strategic Legal Reputation Management Opportunity:
Since the firm was watching its budget, it needed to find a way to efficiently revise the biographies and group descriptions, and quickly Most importantly, it had to use this opportunity to position the merger as a benefit to all of the clients and to present a unified message and appearance.
A More Effective Solution to a Legal Marketing Problem:
Jaffe PR’s WritersForLawyers team – consisting of an experienced project manager and writer – help design new biography and practice group templates that capture all of the information necessary to promote the lawyers and groups with a unified and compelling message. To keep costs down, WritersForLawyers writes a handful of the materials, giving the Marketing Department the tools it needs to take the rest of the project in-house.
Exceptional Public Reputation Management Results:
Within one week WritersForLawyers presented and gained approval on new templates for biographies and practice group descriptions, helping the Marketing staff and partner committee reach consensus on style and content. Within weeks, the firm successfully finalized 10 model biographies for practice leaders, and five practice group descriptions. The firm is positioned to use the final revisions in an in-house project to complete the remaining biographies and group descriptions.