AnalysisBean, Kinney & Korman, P.C. one of the largest law firms in Northern Virginia, reached a point at which it wanted to expand in size and client base, but wasn’t sure how to gain awareness and differentiate itself. The firm had more than 40 attorneys and 20 practice groups, but was most well known as an Arlington-based firm that specialized in commercial real estate, land development and zoning. The firm had grown over the last 50 years primarily from referrals and recurring business, and was now facing significant changes in the market. Bean Kinney understood that it needed to increase its brand recognition and solidify its position as the law firm of choice among its many different practice areas in order to drive new business. But the firm wasn’t sure how best to implement marketing and public relations in order to accomplish those objectives.
SolutionBean Kinney hired Verasolve to help it determine where it currently stood in the marketplace compared to its competitors, and what it needed to do to reach a more prominent position. Verasolve conducted extensive research and analysis on Bean Kinney’s competitors, as well as on the firm’s own existing marketing and communications tactics, in order to identify best practices and ones to avoid. Verasolve presented its findings to Bean Kinney, demonstrating that enhanced marketing and public relations were strongly needed, not only to bring awareness to the firm and its attorneys, but to also position itself among the competition as a leading choice. Verasolve has been implementing its recommendations through the marketing of the firm and its various practice groups such as construction law, lending services, employment law and family law, among several others. Verasolve developed positioning and messaging for the firm to place more emphasis on these additional groups. Verasolve also coordinated the firm’s 50th anniversary party, for which it created an invitation that ‘scanned the decades,’ developed the party theme, and negotiated and managed the catering. In addition, Verasolve has also been providing public relations services, placing dozens of attorney-authored articles in media outlets relevant to target audiences in numerous trade verticals, as well as facilitating media interviews in local media and legal publications.
ResultsVerasolve’s marketing efforts have significantly enhanced Bean Kinney’s position in the market, and have helped to draw attention to a variety of its practice groups. Bean Kinney’s attorneys now describe the firm with one consistent voice. The 50th anniversary was extremely successful, and resulted in significant positive response from clients, prospects, judges and referral sources among other guests, both from the well-received invitation and the event itself. Verasolve’s public relations efforts have resulted in a considerable increase of visibility for the firm and its individual attorneys, with more than 200 media placements in local media outlets and vertical trades from media interviews and articles. “Verasolve has been a true partner to Bean Kinney. They are constantly making recommendations that will result in a positive ROI for our firm, and guide us away from initiatives that may not be in our best interest,” said Bean Kinney Managing Shareholder Leo Fisher. Verasolve is entering its fifth year of supporting Bean Kinney’s public relations and marketing efforts.
Case StudyBean Kinney & Korman, P.C.
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InvitationBean Kinney & Korman, P.C.
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