CASE STUDY: Woods Oviatt Gilman LLP

The category of law firms is relatively new to the business of marketing, and it shows in the lack of sophistication and quality of the message making which emanates from the industry. To be fair, distinguishing one group of lawyers from another is not so easy, starting with the challenge of getting them all to agree on a single statement that encapsulates their value as a firm.

In the case of Woods Oviatt Gilman (formerly Woods, Oviatt, Gilman, Sturman and Clarke, until we prevailed upon them to reconsider) the challenge was clear. It was Rochester's fourth largest law firm, but nowhere near as well known as "the big three." The firm was home to many fine attorneys with excellent personal reputations, but it did not have one of its own, and this was clearly hampering new business development.

THE IMPLEMENTATION STRATEGY
Our Market Voicing process, in this case, centered on the issue of what it was that made this group of lawyers a firm. In doing our homework, we probed all the partners, and many of the associates, to understand the essence of their professionalism: why they became lawyers in the first place, what their aspirations were for their careers, and how they went about practicing their craft.

Marketing in a world of "me-too" products and services in which there is no "unique selling proposition" involves the search for a compelling idea that is not in use by the competition. The "idea" for Woods Oviatt Gilman was found in the common denominator which linked the partners together and endeared them to their clients as well: the fact that these lawyers care about how they get the job done, not just that they achieve a successful outcome. We came to understand that many consumers of legal services care a great deal about how they are represented, and that "winning at all costs" is not the universal calculation of an attorney's worth. And while this group of attorneys wins a lot, it pays close attention to the spirit of its clients' intent, and to the ethics of its own profession.

From that insight came this positioning statement:

The lawyers of Woods Oviatt Gilman are the ideal choice for individuals and businesses who care about not only what their attorneys can accomplish for them, but also about how they accomplish it. Woods Oviatt Gilman attorneys are more than well informed, superior advocates for their clients within the legal system; they are respectful professionals and wise guardians of their clients' identities, reputations and fortunes.

In short, we determined that Woods Oviatt Gilman had an opportunity: to stand for something important to a large percentage of the kinds of clients they sought, and to stand for something that reflected the highest aspirations of their business:

The Art of Representing People.

Our implementation work for Woods Oviatt Gilman has thus far included a new firm name and logo, print and broadcast positioning campaigns, and development of collateral support materials.

EVIDENCE OF RESULTS
The campaign, which broke in 2000, won two Addy® Awards, one for print advertising, the other for brochure work. But more important was the finding, in an independent research survey conducted by the Democrat and Chronicle, that market awareness of Woods Oviatt Gilman had strengthened considerably; today it's the third most often mentioned firm in the area (and the top two includes one of the personal injury firms we've all seen so much from!).

Moreover, our work has met with the approval of all 28 partners, who found they could actually embrace the quality and tone of the message that was representing their partnership to the community.

Furthermore, client feedback has been very positive. They are proud of their association with the firm which in the long run is the best compliment since most work comes from referrals.