Carlton Fields Office-Opening and Recruiting / Marketing -- A Case Study Describing the Situation, Strategy, and Creative Execution of their Brand Message. - Ross Fishman


Carlton Fields, one of Florida's leading firms, opened a new office in Atlanta, a geographic market where it had limited name recognition. The firm wisely sought to market aggressively to the local legal community to build visibility and awareness quickly, to enhance its lawyer-recruiting efforts. This campaign combined the concepts of Law, Florida, and Atlanta into a fun, unique, and memorable visual message, developing overwhelming visibility, and achieving their strategic goals.

This article is reprinted from the ABA's Law Practice magazine "What Works" column by Ross Fishman.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ross Fishman, Fishman Marketing, Inc. | Attorney Advertising

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