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Aaronson Rappaport Feinstein & Deutsch, LLP WHO: Aaronson Rappaport, a law firm with more than 60 attorneys, located in New York City. PROBLEM: The firm had been successfully representing a large automobile manufacturer and was interested in acquiring additional clients in this field. However, they were virtually unknown in the automobile industry and were unsure of how to introduce themselves. SOLUTION: Great Jakes formulated and executed a two-pronged strategy that encompassed: 1) Creating a website with a marketing message that would appeal to the new market. 2) Conducting a highly targeted and repetitive strategic mail campaign that encouraged recipients to visit the website for more information. Great Jakes handled all aspects of this project, which consisted of (a) researching and compiling a mailing list containing 104 of the most promising prospects, (b) writing and designing a series of mailers that highlighted the firm’s expertise, and (c) coordinating each mailing, which occurs every three months on an ongoing basis. RESULT: After only one mailing, the firm began fielding inquiries from automobile manufacturers. They are currently in discussions with several potential clients in the industry. |
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