The Issue:
The decision-makers at a regional law firm set out to change the firm’s name with the addition of partners. Of primary importance was the creation of corresponding messaging to provide context for the name change. This messaging would need to accentuate the firm's longevity and respect for its founders and history, along with current growth in terms of practice areas and headcount, attorney and firm dedication to community and Bar leadership, and the management's vision for the future.
The firm also needed to update all brand-related assets that the name change would impact, including digital and print collateral, and it had to do so quickly, as it had a three-week timeline in which to complete the rebranding.
The Strategy:
The firm sought Jaffe's counsel to develop messaging to announce the name change as well as a strategy to distribute the announcement. This included a press release, social media, a client eBlast and an internal memo.
Jaffe also established a strategy and timeline to update brand-related assets, which included:
- Design of a new logo
- Contact list for updating all legal directories, awards including SuperLawyers, Best Lawyers and Chambers, Google business page, pending sponsorships and advertisements, etc.
The Impact:
Jaffe completed all tasks and obtained all needed approvals three days prior to the announcement date, giving everyone at the firm peace of mind.
Updates to digital assets were made early on the morning of the announcement date, followed by distribution of the client notification eBlast, social media posts, and a press release to media outlets. Article placements were secured and published in regional legal and business media outlets, and stories included language from the press release that provided the accurate context for the announcement. Social media posts showed excellent engagement, and Jaffe provided directions to the firm to help staff reshare with to further extend the reach of the posts.