Integrated marketing communications:
Petrie & Stocking S.C.

Challenge

Petrie & Stocking S.C. is a 113-year-old Milwaukee law firm seeking to increase its awareness among key audiences with the ultimate goal of increasing its client base. The firm provides a variety of legal services that include the areas of business, family issues, labor and employment, landlord/tenant issues, estate planning, real estate, personal injury and general civil litigation.

Solution

Mueller Communications’ primary goal was to brand the organization as one that has unique expertise, focuses on building relationships with each client to meet his or her needs, and makes the complex legal world easy to navigate. Mueller Communications worked with each attorney at Petrie & Stocking to research and develop key points about their respective practices as well as their personal background. This information was then used to develop media pitches that were delivered to targeted media outlets.

Mueller Communications also researched targeted local business and civic organizations that could provide speaking opportunities to the Petrie & Stocking attorneys. These organizations were targeted based on their relevance to the firm’s respective practice areas and potential for new client development.

Results

Mueller Communications accomplished its primary goal of branding the organization as one that has unique expertise and a focus on building relationships through the personal story of one of its top attorneys. Mueller Communications identified a story opportunity that resulted in a placement in M Magazine’s North Shore and West editions in May 2007 and September 2007. The pitch resulted in an M Magazine “My Cause” feature story on Mr. Stocking and his son, John, which included a color photograph of the two together.

The ultimate goal of increasing the firm’s client base was reached by the response to the article, which was expressed through Mr. Stocking. He received many replies from friends and new clients alike who read the article in M Magazine and whole-heartedly endorses the article as a success to the firm’s business.

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