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Prepared for the Court of Public Opinion

Project Overview

Following success in a partnered firm, Attorney Rachel Fitzgerald sought to establish an independent law practice. In need of a fresh, new brand and the tools to leverage that brand to build the business, Rachel was referred to Mueller Communications and the rest is history. From designing a full brand package and website development and optimization to advertising strategy and earned media relations, Mueller Communications helped Fitzgerald Law Firm create a name (and brand) for itself and helped make the firm a major competitor in the Green Bay / Appleton market.

The Challenge

As a new law firm in an already competitive market, Rachel Fitzgerald needed to generate workers’ compensation leads quickly, and establish the credibility needed to convert them into clients.

The Solution

To establish the Fitzgerald Law Firm brand and increase new cases, Mueller designed a vivid and compelling brand identity for the firm and cascaded it across a comprehensive set of branded materials, with an emphasis on Attorney Fitzgerald’s modern and personalized perspective in an otherwise traditional legal market. Combining the brand’s creative key messaging, Mueller developed a new website for Fitzgerald Law Firm, incorporating design, copywriting, user experience (UX), and search engine optimization strategies to ensure the website ranked highly, and clearly communicated Attorney Fitzgerald’s credibility and value. It also ensured that the firm could seamlessly capture traffic and leads, including through mobile.

Additionally, Mueller produced and directed a series of television advertisements and online videos to introduce Fitzgerald Law Firm to the local market. 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. The footage was also used to create separate videos for the firm’s social media channels, digital pre-roll, and website.

To increase the efficiency of the branding efforts, the Mueller team surrounded workers most likely to be injured with Attorney Fitzgerald’s message with visual display and video ads. For lead generation, we also launched an aggressive campaign to own the entire Google search results page. This campaign included paid ads, Google Maps optimization, and organic search engine optimization (SEO) to place Fitzgerald Law Firm in front of injured workers seeking legal counsel.

The Results

Within a few months, the successful brand launch elevated Fitzgerald Law Firm from a newly launched law firm to a leading Workers’ Compensation / SSD firm in the region. In fact, within a year after launch, the firm was forced to temporarily temper its marketing efforts until it could find additional staff to join the firm to help take on its surging case load.