Case Study :

Expanding Market Share with Strategic Plan

The Issue

The boutique law firm of Shapiro, Lifschitz & Schram is a litigation powerhouse that more than holds its own against far larger practices in Washington, D.C., and throughout the nation. When the firm wanted to expand its market share without increasing its size, its founders looked beyond the local market to their small but successful practice in the power and energy sector. Central to this decision was the extensive energy industry experience of one of the firm’s co-presidents and co-founders, who has represented numerous power plant owners and contractors regarding EPC contracts and disputes.

The firm had the experience, the talent and the drive to grow this part of its business but lacked the brand awareness. Further breaking into this hypercompetitive niche would be a new challenge, so the firm tapped Jaffe to grab the attention of energy companies and convert their interest into new business.

The firm tapped Jaffe to grab the attention of energy companies and convert their interest into new business.

The Strategy

Jaffe’s marketing consultants knew success was contingent upon positioning its lead attorney as a thought leader in the power and energy sector. But this would require a time commitment from the attorney, whose schedule was already nearly maxed out serving many clients. To make the most of every minute he spent promoting the firm and his own industry knowledge, Jaffe needed to select only those public relations opportunities that would enhance the practice’s stature in the minds of key prospects.

The Jaffe team thoroughly researched speaking engagements, networking events, professional organizations and other targeted opportunities that would allow the firm to make meaningful connections with potential clients. With a selection of high-value opportunities identified, Jaffe’s consultants liaised between the firm and industry contacts to ensure that Shapiro, Lifshitz & Schram was always in the right place at the right time.

These efforts were bolstered by an integrated campaign tailored to a power and energy audience that included strategically placed bylined articles in the industry’s top trade publication, a new area of the firm’s website detailing its energy industry experience and an animated email message introducing Shapiro, Lifschitz & Schram as the go-to firm for legal service in this niche.

Business development included a mix of innovative and traditional marketing and PR tactics.

The Impact

Jaffe’s strategy generated quality leads, quickly leading the firm to pick up three new power and energy clients. In a single business development drive, Shapiro, Lifshitz & Schram out-competed six national law firms that were several times their size, winning a $2.6 billion piece of litigation.

Our team’s ongoing efforts continue to develop new business interest. As the firm’s reputation has spread, the campaign has taken on a life of its own. Now established as a thought leader, Shapiro, Lifschitz & Schram is routinely contacted as a source for legal and energy industry publications.