Guidant Law tapped Aker Ink to put the firm on the map following a merger resulting in a new trade name. To build awareness among Phoenix-area small and midsized businesses, we implemented a multi-faceted communications strategy that resulted in increased site traffic, widespread awareness among key audiences and a disproportionately large share of voice in the market’s top business publications. In fact, our efforts earned a Copper Anvil for top Integrated Communications at the annual awards program for the Public Relations Society of America, Phoenix chapter.

• Brand Identity: Created a modern, memorable logo for the new trade name and established brand guidelines.
• Website: Designed and developed a modern website optimized for search engines that showcases each attorney and practice area.
• Content Marketing: Implemented a blog/newsroom to highlight media mentions, speaking engagements, awards and other credibility proof points. Monthly website visits quadrupled in the first year, driven by a combination of fresh and consistent news announcements.
• Media Relations: Secured 48 local media placements in 15+ outlets, including 26 bylined articles, in the first year of outreach. For one top business publication, Guidant received one-third of 2020 legal features — more than any other Arizona firm, including the state’s largest, established firms.
• Awards: Supported strategy and coordination for a series of legal rankings and local business awards programs, garnering sought-after recognitions for each of the partners.
• Email Marketing: Provided more structure to list-building practices and created consistent touchpoints with target audiences via newsletters and legal alerts.