Developing a Relationship Between Law Firm and the General Community

The Challenge:

Generate awareness and create a “connection” between a law firm branching out into a new geographical area and the community that it would now be serving.

Strategic Approach:

Agency conceived and implemented a student art show and competition in which the area’s third through eighth graders developed original art work around the theme of what’s great about the area they call home. Winners received U.S. Savings Bonds for themselves and a cash prize for their school.

Promotion included pre and post-event media relations efforts such as press releases, presentations, and an awards announcement to which the media was invited.

Results:

Over 350 entries were received. The event generated great deals of publicity for the firm in both the area’s major as well as minor news publications. Although the goals of this effort were not necessarily to gain new clients immediately – that is, in fact, what occurred. The firm garnered three new clients directly from this student art show. Since then, the show has become an annual event which exposes the firm to individuals and businesses throughout the community – all through a worthwhile cause. Second and third year themes focused on the environment and “What I Would Do if I were President” themes respectively.