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Sedgwick LLP Integrated Branding Program
LMA Bay Area Tech Conference October 11, 2012
Sedgwick Brand Message
The trial firm companies trust.
Elements of Integrated Plan
ConsistencyTiming Media Mix
Timing
Rollout of “brand” campaign in connection with firm name change
Name change is “not news”, but we made it so!
Launched name change, PR, new ad campaign, internal promotion, revised logos all at same time.
Consistency
EVERYWHERE AND EVERYONEENFORCEMENT
REPEAT, REPEAT, AND REPEAT AGAIN
The Branding Police are officially on patrol to enforce the Sedgwick brand and recent name change.Who are the Branding Police?Well, surprise! It's you, of course. Marketing isn't the only sheriff in town. Please feel free but to make a citizen's arrest when necessary.What are you looking for?Anything and everything "Sedgwick, Detert, Moran & Arnold" or as often referred to on the street; "SDMA."
This includes: Letterhead: We've aged! We're 78 years old now, so all the 75th anniversary materials should have long been retired. Please only use
the new Sedgwick LLP letterhead and associated stationery materials. Social media profiles: Attention all Facebook and LinkedIn users. If you happen to list our firm on your profile, please use Sedgwick
LLP. Voicemail message: We've heard some messages that say "This is John Doe in the San Francisco office with Sedgwick, Detert, Moran
& Arnold." We're "Sedgwick " now and have been for close to four months. Please make sure your message is correct! Smart phone email signatures: This one can be a bit trickier to catch. Keep a keen eye out for email responses from iPhones,
Blackberries, etc. "Sedgwick, Detert, Moran & Arnold" has been known to sneak in. Business cards: New Sedgwick LLP business cards are beginning to print, but in the interim, please, no red! We are printing new cards
office by office…keep an eye out for your turn! So Branding Police, our mission is set. Please be on the lookout for any brand offenders. If you happen to have read through this list and noticed that you might be one yourself, well, hurry up and cover your tracks. The sooner, the better – it is never too late to implement and support the Sedgwick brand!
Policing the Brand - Ongoing
Brand Police are EVERYWHERE!
Sedgwick Gives Back
Baby ViolatingBrand !
Team Sedgwick!
Media Mix
AdvertisingWebOnlineSocial NetworkingE-communicationsSignageVideoInternalHoliday card
Basically Everything!
Chair’s Video
National Advertising Campaign
National Print Advertising Campaign
84% report reading some or most
46% recall reading or seeing
On Line Ads
Expanding our brand into new regions
Holiday e-card
Website
Website
Client Communications
Results appear in 8 Sedgwick Newsletters
Sedgwick “Onesie”
Media Outreach –“Beyond the Byline”
Defense Verdict of the Year HideDiv
Directories
At A Glance
“At A Glance”
Incorporating Brand into Firm Wide Initiatives
“We are primarily a trial firm and so juries expect to see those lawyers and law firms in the courtroom who are more reflective of the communities in which they live. Our clients recognize that and our ability to serve our clients effectively in court depends in part on our ability to communicate with those juries.” Craig Barnes, Diversity Chair
Social Media
Blogs
Marketing Matters
Internal Communications – Remembering our Founders
Wallace Sedgwick Award
Founder’s Day and Client Service Award
Getting everyone onboard
Results Collections
Through the “Fandango” program we have increased result reporting substantially – over 60%
Results are now being reported in our newsletters, and driving traffic to our website.
Results Reporting
140 Results reported since July 2011
Elements of Integrated Plan- Amended
Metrics Timing
Media MixConsistency
62 Pitches/Proposals and RFPs in 2012
Web traffic: 146,916 unique visitors983,525 page views
Media Mentions
2010 - 371
2011 - 849
From the readers….
“I was intrigued by the idea of keeping the wolves away
from the door”, -In-house attorney
Plus…high ratings from
Baxter Research
Kathleen Made me wear this silly hat
