2011 Legal PR Awards: Marketing Communications

Winner: Jaffe PR - From Branding to Business Development

Shapiro, Lifschitz & Schram (SLS) is a small, Washington D.C.-based firm with strong independent referral relationships, but it lacked brand identity. Enter Jaffe PR, which pinpointed the firm’s limited geographical reach and that fact that although clients were dedicated to specific attorneys at the firm, such dedication didn’t necessarily extend to the firm itself. Jaffe’s goal was to retain the firm’s local, D.C.-based feel while garnering national recognition. Messaging revolved around three key factors: experience, passion and solutions. Jaffe focused on targeted industries and D.C. area media, and launched the firm on an “in D.C. and throughout the nation” platform as well. Thanks to those touch points, new client wins, including ones outside the Beltway, are now a regular occurrence.

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