Challenge

Last year, Lathrop GPM significantly expanded its Business Transactions Practice Group in a short time, adding six attorneys over two months. The growing practice had quickly broadened its sector-specific capabilities for clients around fund formation, financing, growth, and tax planning; employee benefits and executive compensation; business succession planning; mergers and acquisitions; compliance; and real estate transactions, with additional support outside the practice group focused on estate planning, business ownership disputes, labor and employment, and intellectual property.

At the same time, Lathrop GPM also launched the Closely Held Business Institute, which built upon the firm’s long history with clients in this space. It enabled Lathrop GPM attorneys to better support the varied needs of these organizations by offering closely and family held business owners and executives content and networking opportunities focused on maximizing the growth, health and sustainability of their businesses.
Following these investments in its client services and resources, Lathrop GPM wanted prospective clients to know about its expanded practice group and the new Institute—and asked Greentarget for help spreading the word.

Solution

The Greentarget team worked quickly and strategically to secure media coverage highlighting the firm’s strengthened capabilities and expanded offerings. The team held interviews with the new partners to better understand their practices and the stories they could comment on with reporters to help build their authority.

The team also looked for trending news items or hooks that could entice reporters to feature Lathrop GPM in a story. This creative approach included pitches involving the finale of the hit show Succession, with the firm’s lawyers offering analysis of the legal issues around family businesses raised in the show.

Results

Greentarget secured over 50 media opportunities for the Business Transactions and Closely Held and Family Business groups in 2023.

Stories covering the growing Business Transactions Practice Group were featured in the Kansas City Business Journal, Law360 and The American Lawyer, among other publications. Both nationally and regionally, Greentarget secured valuable media opportunities that featured quotes from the lawyers and elevated the firm’s brand and capabilities before key audiences.

Greentarget also successfully positioned members of the Closely Held and Family Business practice as thought leaders on transaction and succession planning trends, including those impacting private equity investors. The team secured bylines and published coverage in Family Capital, Upsize, The Small Business Radio Show, Workspan Daily, ABA Banking Journal, Inside Philanthropy, Ad Age, Minnesota Lawyer, Medical Economics, and others.