Case Study: Guidant Law -- Integrated PR and Marketing Following Merger
Guidant Law tapped Aker Ink to put the firm on the map following a merger resulting in a new trade name. The multi-faceted communications strategy resulted in increased site traffic, widespread awareness among key audiences, and a disproportionately large share of voice in the market's top business publications. Aker Ink's efforts earned a PRSA Phoenix Copper Anvil for top Integrated Communications.
Strategy and Execution
- 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 Law 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.
Key Results
- 48 local media placements in 15+ outlets in the first year
- 26 bylined articles in the first year
- One-third of 2020 legal features in a top business publication -- more than any other Arizona firm
- Monthly website visits quadrupled in the first year
- PRSA Phoenix Copper Anvil Award for Integrated Communications
Contact and Location
Aker Ink PR & Marketing | P.O. Box 1775 | Scottsdale, AZ 85252 | (480) 269-2291 | https://akerink.com