CLIENT: Professional Services Firm.
PROBLEM:
Atticus’ client devoted a lot of time and money preparing newsletters for clients, which research showed were mostly unread. The problem for a midsized but growing law firm was to develop a vehicle for regular client communications that not only provided information but did so in a form and format that recipients would read and make them contact the firm.
OPPORTUNITY:
Redefine the approach, style and method that a firm uses to communicate with clients in a highly readable format that speaks the language of the reader, not the language of the professional, and clearly differentiates them from other firms.
DELIVERABLES:
The creation of a new, four colour, glossy business magazine in CD-ROM format as the firm’s primary client communication tool. It included links to the website, video interviews on business subjects and features. The CD also replaced all brochures.
OUTCOME:
Although originally opposed by many of the firm’s lawyers, the tool was well-received by clients. The first CD received more than 150 unsolicited letters of approval from recipients, and prompted more than 500 requests for additional copies including from non-clients.
More important to the firm was that it led directly to new, fee-paying clients because it helped distinguish the firm clearly from competitors, another example of how a “brand” is more than a slogan but a way of relating to clients and customers.
