Case Study :

Using Rankings to Attract a Specific Sector

The Issue

When the midsize law firm of Beirne, Maynard & Parsons LLP wanted to increase its representations in the energy industry, it turned to Jaffe for help. Through our market research activities, Jaffe’s experts knew that many companies in the energy sector were seeking to pull away from expensive “mega firms” in favor of more cost-effective midsize firms. To vet the credibility and credentials of these smaller legal service providers, these companies were relying on law firm rankings.

Jaffe helped increase the law firm's representation in the energy industry.

The Strategy

It wasn’t enough to know that energy companies’ in-house counsel would be paying attention to rankings. In a crowd of hundreds of unique rankings, Jaffe had to focus on the most effective opportunities for its client. After a thorough analysis of the options, our consultants determined that the National Law Journal Midsize Hot List presented the greatest potential to impress key prospects.

Jaffe leveraged its tremendous experience with the nomination process to quickly gather all of the relevant information from the firm without disrupting day-to-day operations. Our researchers compiled summaries of the firm’s big wins and case studies, detailing several of its most complex and impressive matters. After a thorough fact-finding operation and interviews with key attorneys, Jaffe’s skilled writers framed the firm’s story in a manner that appealed directly to the National Law Journal’s editors and prepared the nomination packet from start to finish.

Jaffe leveraged its tremendous experience to quickly gather all of the relevant information without disrupting day-to-day operations.

The Impact

It’s common for law firms to complete several consecutive nominations just to get on a ranking survey’s radar, but Jaffe’s very first submission landed Beirne, Maynard & Parsons LLP on the Hot List. And, with our team handling the firm’s annual nominations since then, Beirne, Maynard & Parsons LP has remained on the list.

Jaffe’s consultants capitalize on these achievements by publicizing each ranking victory through legal industry media, e-blasts, creative marketing campaigns and other tactics to maximize reach. By pointing the spotlight at the exact criteria that prospects care about, the firm’s energy practice continues to grow at a steady pace.