Challenge

In early 2023, national law firm Frost Brown Todd expanded into California via a merger with AlvaradoSmith—growing its reach to include one of the country’s biggest legal markets.

Yet as a new player in the Golden State, Frost Brown Todd lacked widespread brand awareness with key decisionmakers in the region. The firm had full-service capabilities and a deep bench of talented attorneys from coast to coast—now it just needed to get the word out.

After Greentarget led a successful PR campaign announcing the merger, it was time to help elevate the firm’s brand in California.

Solution

To increase awareness of Frost Brown Todd among current and prospective clients in California, the Greentarget team developed a comprehensive PR plan that leveraged the power of both traditional and social media, as well as Greentarget’s deep relationships with reporters in the state.

The PR plan had four key elements designed to attract and influence decisionmakers:

• Earn opportunities for California partners to publish and be quoted in mainstream business and trade publications. 
• Secure stories about the firm’s growth and outlook, recruiting progress, and culture in California business and legal media outlets.
• Help California office partners optimize their LinkedIn profiles to share media results and other unique points of view with their networks.
• Publish informative and timely California-specific content on the firm’s website that could be distributed widely via paid ad campaigns on LinkedIn. 

This strategy was informed by findings from Greentarget’s proprietary research on information consumption trends among business leaders and in-house counsel: namely, that these executives trust information from traditional media sources, desire content in the form of articles, and prefer LinkedIn over other digital platforms.

Results

In just six months, the Greentarget team secured more than 30 media results, including 11 featured quotes and 13 published articles from Frost Brown Todd attorneys. Coverage included top tier state, legal, and national media, including The Wall Street Journal, Business Insider, Bloomberg Law, Law360, the California Globe and the San Francisco Chronicle. These efforts also led to Frost Brown Todd attorneys being featured in key trade outlets such as Industry Week, Human Resources Director and Security Magazine.

LinkedIn tactics also paid dividends, with traffic to the firm’s website up 10% by the end of the year. Targeted content distributed through LinkedIn more than doubled the average click-through rate for the platform, reaching hundreds of new business leads. Best of all, the LinkedIn program directly led to new clients and referrals for California attorneys.

In a testament to the strategy’s success, the PR program has since grown to encompass attorneys across multiple practice areas and around the country.

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