Fitzgerald Law Firm
Since 2004, Attorney Rachel Fitzgerald has been protecting the rights of Wisconsin’s workers and fighting for the Workers’ Compensation and Social Security Disability benefits they deserve.
In 2019, following a long track record of success in a partnered firm, Attorney Rachel Fitzgerald sought to establish an independent law practice with a fresh brand in Northeast Wisconsin. Mueller Communications was engaged to assist in launching the new firm, developing a bold new brand look, building an engaging new website, and architecting a targeted marketing strategy that would differentiate the firm from competition.
Mueller deployed a full-funnel marketing approach, designed to drive
Awareness >> Consideration >> Conversion >> Loyalty.
Exclusively focused on Workers’ Compensation and Social Security Disability cases, Mueller’s first goal was understanding Fitzgerald Law Firm’s value proposition and finding the best way to communicate it to Attorney Fitzgerald’s intended market. As a woman-led law firm, Mueller first sought to highlight Attorney Fitzgerald’s approachability along with her tenacity and compassion for clients. These key personal attributes, as well as an acknowledgment of the emotional toll filing for Workers’ Compensation or Social Security Disability can have on clients’ well being served as the basis for key messaging and a tagline that helped set Attorney Fitzgerald apart from the competition.
Since engaging Mueller Communications, Fitzgerald Law Firm has seen an overwhelming increase in new business leads:
“I truly think I have increased my new client calls by 40% at least. To be honest…we stopped keeping track because we are too busy!”
- Attorney Rachel Fitzgerald
To further enhance the Fitzgerald Law Firm brand and increase its visibility, Mueller designed a brand new logo, business cards, letterheads, envelopes, and brand guidelines to align with Attorney Fitzgerald’s modern and personalized perspective in an otherwise traditional legal market. This refreshed design was then incorporated across Fitzgerald Law Firm’s marketing channels.
Combining the brand’s creative and key messaging, Mueller developed a brand new website for Fitzgerald Law Firm. The team incorporated design, copywriting, user experience (UX), and search engine optimization strategies to ensure the website clearly communicated Attorney Fitzgerald’s credibility and value. It also ensured that the firm could seamlessly capture traffic and leads, including through mobile.
Television and Online Video Production
To introduce Fitzgerald Law Firm to the local market, Mueller creatively produced and directed a series of television advertisements for the law practice. This included securing client testimonials, conducting interviews, choosing the location, film crew, and media buying direction to effectively place the firm in front of local television viewers. We also used the footage to create separate videos for the organization’s social media channels, digital pre-roll, and website.
Leveraging the brand assets and key messaging, Mueller launched a brand new Facebook page for the firm. This new social presence has been used by the firm to film and promote in-house video testimonials and educational commentary that humanize the practice.
Search Engine Marketing
Mueller launched a search engine marketing campaign to place Fitzgerald Law Firm in front of users who search for terms related to the Fitzgerald Law Firm brand. This has provided a consistent flow of high quality case leads.
To further target potential clients online, Mueller additionally created a series of display ads featuring Attorney Fitzgerald and a strong call-to-action to drive traffic back to the website. The effectiveness of these targeted ads have reduced the need for a large mass media TV budget.
Mueller also conducted:
Google My Business set-up
Google Analytics set-up
Call Tracking implementation
Web Hosting and Maintenance
Within a few months, the successful brand launch elevated Fitzgerald Law Firm from its position as a newly launched law firm promoting its services to potential Workers’ Compensation and Social Security Disability clients, to a leading choice for injured workers throughout the region.
Since engaging Mueller Communications, Fitzgerald Law Firm has seen an overwhelming increase in new business leads. In fact, within a year after launch, the firm was forced to temporarily tamper its marketing efforts until they could increase staffing to accommodate the surging caseload.