MARKETING AN IP FIRM TO A NEW GENERATION OF CLIENTS
Atlanta-based intellectual property law firm Pabst Patent Group (PPG) was struggling to capture new opportunities in a changing market. Faced with escalating competition, an unfocused marketing strategy, and a limited referral network, PPG asked us to develop a branding and marketing plan that would position the firm for continued growth.
Our engagement included research and discovery as well as content strategy. First, we spoke to internal stakeholders and industry experts to gather information about the firm, resulting in some crucial discoveries. We then compiled interview excerpts, a competitive audit, and a SWOT analysis into a comprehensive brand report to clarify PPG’s target markets. We also crafted a brand character, brand attributes, and a positioning statement that reflected the firm’s strong client relationships, intelligence, and creativity.
Next, we translated our brand recommendations into new copy for PPG’s website that spoke to the firm’s unique differentiators. All biographies, service and industry descriptions, and culture pages were refreshed with a contemporary, energetic tone to appeal to a new generation of prospective clients. In collaboration with design agency ICVM Group, we developed a dynamic homepage that boldly communicated PPG’s value proposition.
“The DGA and ICVM teams did a fantastic job! I am truly appreciative of what we were able to accomplish. … We have gotten great reviews on the design, branding, and content of the site. I really feel that our message is now clear and precise.”