Client: Thorp, Reed & Armstrong
Service: Advertising
Background
Thorp, Reed & Armstrong, LLP is a premier law firm with offices in several major U.S. cities. While the firm had enjoyed prestige and respectability from its more than 100 years
of service, market research revealed that many of its market prospects had the impression that the firm’s services were dated and stodgy. TR&A wanted to highlight their current, dynamic legal capabilities, especially those relating to the new economy (e.g., intellectual property, IPO creation, etc.).
Strategy
Kröme targeted potential clients by placing articles and news stories in new economy business, legal trade and local business publications. In addition, it ran e-business ads featuring computers and emphasizing the melding of legal experience and new
media know-how. These ads appeared in trade publications and general business magazines.
Results
In the first nine months, new business development efforts were outstandingly successful. Recruitment efforts also benefited.