For the third year in a row, the Legal Marketing Association (LMA) has recognized Jaffe with a “Your Honor Award,” the legal marketing industry’s most prestigious honor. The agency received second place in the category of “Promotional/Collateral Materials – Newsletter or Alerts” for its collaboration with Chicago-based law firm Freeborn & Peters LLP. Jaffe previously won an honorable mention in 2014 in the category of “Recruiting” for its work on a video project with Freeborn & Peters and first place in 2013 in the category of “Promotional/Collateral Materials – Announcement” for its work with law firm Young Conaway.
“When we embarked on this project with Freeborn & Peters, we knew the firm would embrace our novel ideas for a progressive approach, such as gamification,” said Terry M. Isner, President of Marketing & Business Development at Jaffe. “We are very pleased that LMA recognized our team’s creativity.”
The winning campaign, titled “The Freeborn Triple Crown,” represented the internal rollout of Freeborn’s innovative community portal, a private website that helps the firm maintain and grow relationships between current attorneys and staff and firm alumni. The goal of the campaign was to encourage at least 80 percent of Freeborn’s approximately 250 attorneys and staff to begin using the site within one month after launch. To achieve this buy-in, Jaffe’s creative and content strategists collaborated with Freeborn’s marketing department to develop a horserace-themed game that leveraged the firm’s unique cultural identity and core values. Click here to learn more about the campaign and to view samples of the deliverables.
“The success of this campaign demonstrates the value of breaking out of the legal marketing mold,” said Keith Ecker, Content Strategist at Jaffe. “I commend the firm’s chief marketing officer, Ian Turvill, for having the courage to take creative risks to accomplish extraordinary objectives.”
LMA’s Your Honor Awards recognize excellence in the legal marketing profession. The 2015 winners were selected through a rigorous judging process of more than 170 entries in 19 categories. From these submissions, the judges honored 51 firms with first, second and third place and honorable mention awards.