Destination Marketing Strategies for 2023

Fresh tactics for creating that next memorable campaign.

Good destination marketing requires being a step ahead of the next travel season. Great destination marketing requires out-of-the-box thinking to capture and pique a potential tourist’s interest. It’s time to bring fresh, creative, modern strategies into your 2023 DMO campaigns. Here are a few suggestions of creative, non-traditional opportunities and trends to explore in the new year:

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Prioritizing Purpose Within Your Firm

How Professional Services Firms Are Embracing Values Based Branding

In industries where service offerings often fail to serve as an effective differentiator between competitors, one approach to separate your firm more effectively from the competition is to spotlight your firm’s values, ethics, vision and culture as primary selling points of working with or working for your firm. Consumers want to do business with brands that align with their value sets, and while this trend has been present in other consumer industries for several years, it has significantly expanded into the professional services arena in recent years.

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When Is the Right Time to Rebrand?

Five Questions to Guide Your Next Move

A business’s brand is its most important intangible asset, but how do you know if your firm’s current visual brand is still effective or if a rebrand is needed? A change to your internal marketing department or an individual’s personal preference by itself shouldn’t be the primary driver of a decision of this magnitude. As we head toward 2023, here are five questions to ask to determine whether now is the right time to rebrand your firm.

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Goodbye, Universal Analytics. Hello, GA4

Why your journey to GA4 should start now.

Earlier this year, Google announced that it will stop tracking data from its widely-used Universal Analytics (UA) platform on July 1, 2023 and data from Analytics 360 on October 1, 2023. This comes with the recent release of Google Analytics 4 (GA4), which the company describes as, “a new property for the future of measurement.” Not only that, but the new GA4 platform lacks ability to directly transfer over previous data from UA, which means businesses will have to start with a clean slate – a daunting proposition for many that have collected years worth of visitor data through UA and previous iterations. UA may still be with us for another nine months, but it’s critical that businesses dive into GA4 as soon as possible, to start building up data and learning the new features of the platform.

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Smooth Sailing to Website Accessibility

Thinking about making your website ADA compliant? Here are 5 tips to help navigate tricky waters.

Website accessibility is quickly becoming a “must have” component of successful law firm website development. More and more firms that are redesigning their websites are now factoring it into their requirements, while firms that recently launched a website without it are considering a retrofit to meet compliance standards. If your firm is thinking about updating its existing website to be more accessible, or if you’re thinking about redesigning your firm’s website in the near future, consider these five tips to help ensure a smooth transition and a thorough implementation of WCAG recommendations.

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Breaking IP Barriers

CASE STUDY: Hamilton Brook Smith Reynolds Website Redesign

In today’s rapidly evolving world of intellectual property, projecting sophistication and energy is imperative to attract cutting-edge companies and entrepreneurs. Not only does a law firm need to ensure it is prepared with talent and skill to address the latest developments, but its image must match its high-tech capacity.

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Charting New Adventures

CASE STUDY: Visit Annapolis & Anne Arundel County Advertising Campaign

Internationally known as a destination for sailors and history buffs, the Chesapeake Bay region draws more than two million first-time and repeat visitors every year. In 2022, Visit Annapolis and Anne Arundel County (VAAAC), the nonprofit organization dedicated to marketing the area’s attractions, engaged Herrmann to create a new advertising campaign. The VAAAC’s goal was to inject an energetic vibe into the area's image by showcasing a much wider array of activities in a progressive, exciting manner.

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Capturing the Momentum

CASE STUDY: Kane Russell Coleman Logan Branding/Website Redesign

On the eve of their 30th anniversary, the leadership of Kane Russell Coleman Logan (KRCL), a mid-sized Texas-based law firm, recognized their website did not effectively capture the firm’s brand. They felt the site lacked sophistication, energy, and messaging that conveyed who they were and what differentiated them from their competitors.

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Looking Your Best for Bios

Style Tips for Your Post-Pandemic Photo Shoot

Hooray, life is getting back to normal! People are venturing back to their offices, seeing clients and colleagues, and getting on with business as usual. Uh oh, the marketing team just informed you of a company re-brand – complete with new bio photos. Gasp! When you want to look your best on your website bio, it’s important to keep these tips in mind.

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A Picture's Worth a Thousand Words

Which attorney bio photography style is best for your firm?

Attorney bios are arguably the most important pages on law firm websites. They serve as that initial handshake. Being the first thing on the page that someone will likely see, the bio photo style on your website has an outsized impact when it comes to forming that initial impression of an attorney in the viewer’s mind.

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Injecting Interconnectivity

Case Study: PilieroMazza's new brand stresses a holistic approach

Read how Herrmann’s approach to rebranding a law firm headquartered in the nation’s capital is positioning it to deliver a broader range of legal services to clients.  

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It's Time to Take a Fresh Look at Your Digital Strategy

Connecting Channels & Data to Achieve Success

The options available today in the digital realm should be viewed not as an overwhelming menu of disconnected platforms, but as an opportunity that is both holistic and organic. An effective omnichannel marketing strategy doesn’t simply employ multiple platforms; it connects them in a manner that allows them to leverage the data each is collecting and use that data to continually refine, refocus and retarget.

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Are You Tuned In to These Video Trends?

Five Reasons Why Video Needs to Be in Your Marketing Strategy

The benefits of incorporating video into marketing strategies have long been acknowledged, yet many still vacillate on whether it’s worth the investment. For those still on the fence, recent studies show there’s an increasing appetite among audiences to view — and respond to — video versus more traditional communication channels.

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Straightforward & Sophisticated

Case Study: Creating a contemporary brand for Post & Schell's new website and logo.

When it was time to freshen up its brand with a new website and updated logo, Post & Schell turned to Herrmann. By applying the latest design and technology trends, conveying more content graphically and taking new attorney photos, the Herrmann team created a site for this Mid-Atlantic legal powerhouse that is visually pleasing, easy to navigate and full of the backend features that make managing content a breeze. Here’s the backstory behind Post & Schell’s new site and brand look.

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Playbacks Pay Back

Why Lawyers Should Tell Their Stories in Podcasts

Podcasts are becoming more and more popular among law firms as a platform to showcase their attorneys’ talents, experience and insights. While some may think it’s a new phenomenon, its origins in the legal world date back to an era long before the “podcast” term was coined.

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Propelling 140 Years of Legacy Forward

CASE STUDY: Stroock Website Redesign/Brand Refresh

Stroock has been a fixture in the New York legal scene for more than a century. But today it is much more than simply a “Wall Street firm.” It now has offices across the country, a wide breath of practices and an influx of talented lawyers handling high-profile matters. See how Herrmann helped position Stroock’s brand to match its energetic momentum.

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Staying Connected

CASE STUDY: Howard County Health Department's Youth Suicide Prevention Campaign

The last few months of the school year are stressful times for teens. The angst associated with exams, proms, relationships, graduations, college admissions tests, part-time jobs, family obligations and day-to-day challenges that simmer below the surface often boil over. This year, teens were faced with even more upheaval as the COVID-19 pandemic put much of the world in lockdown mode, and the Howard County Health Department recognized that teens could be particularly vulnerable. The department’s teen suicide prevention outreach was very successful in 2019, and it was important to revive the campaign. Once again, the department turned to Herrmann.

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2020: The Year When Kicking the Habit Hit Home

Case Study: Anne Arundel County Department of Health

For many years, Herrmann has partnered with the Anne Arundel County Department of Health to plan and execute a variety of campaigns to inform the public of the resources available to residents. From breast cancer screenings to addiction-related topics, we have tackled each challenge by combining creative strategy, eye-catching design, memorable messaging, and thorough media planning and implementation. The recent 2020 Smoking Cessation campaign aimed at county residents was no exception.

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WEBINAR PLAYBACK: Pivot. Plan. Punch. Prevail.

Marketing Tips for Local Annapolis Businesses During COVID-19

COVID-19 was certainly a punch in the gut of the local economy in Annapolis – just as it was in communities all over the country. But rather than go down for the count, businesses in Annapolis took to planning new strategies for survival. Their actions were swift, sustained and designed to adapt to changing local and state guidelines.

Herrmann Advertising’s Chief Business Development Officer John Albert and Historic Annapolis' Senior VP-Membership, Communications and Engagement Carrie Kiewitt conducted a webinar recently to share those marketing tips and success stories with local business owners and community leaders.

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Spreading Good News

Small Business Success Stories in the COVID-19 Era: Historic Annapolis

Like many organizations and businesses in the travel and tourism, entertainment and hospitality spaces, Historic Annapolis, a longtime Herrmann client, was forced to close the doors to its properties, including the magnificent William Paca House and Garden, in mid-March as a result of the COVID-19 pandemic. The HA staff went into proactive mode, creating a strategic plan to navigate the crisis.

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The Virus & The Law

How firms are proactively addressing client concerns

As countries, states and cities around the globe transition to a “new normal” and cautiously face a world where COVID-19 is a daily concern, law firms – large and small – have been extremely proactive. Since the beginning of the year, lawyers have seen an uptick in client concerns – from both businesses and individuals – that defy traditional practice silos and demand unprecedented collaboration to deliver holistic solutions.

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Spreading Good News

Small Business Success Stories in the COVID-19 Era: Severn Bank

At a time when many small businesses desperately sought Payroll Protection Program (PPP) funding due to COVID-19 impacts, Herrmann’s client, Severn Bank, jumped into action. During the first wave of the CARES Act, nearly 100% of the applications Severn Bank processed were approved and funded. This good news story was worth sharing.

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Bridge the “Social Distancing” Gap With Fresh Content

Delivering fresh, relevant content to your clients and prospects cannot be considered a “nice to have” in today’s competitive market, but rather a “must have” tactic that dovetails with your strategic plan and growth initiatives. In the legal industry, firms of all sizes – from solo practitioners to the largest in the world – have been embracing content creation for many years, and in turn, reaping the associated rewards. Ensure your brand is out front as websites and online platforms move to the forefront – especially now that in-person presentations and meetings are sidelined.  

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Be a Videoconferencing Virtuoso

10 Tips for Your Home Office

In the time of COVID-19, lots of us have had to get used to working from home. Even as restrictions ease up around the country, many people will continue to take the safe route by staying home and communicating through one of the many videoconferencing platforms. If you haven’t already set up your home office videoconferencing system, or have encountered some bumps in the road, here are some tips to remedy common issues.

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5 Ways to Create Memorable Online Brand Experiences - Part 5

Values-Driven Branding

In Part 1 of this five-part series, we explored how firms could use message-driven visuals and a renewed focus on brand positioning to create a more effective and impactful website. Part 2 focused on how firms can utilize videos and micro-animations to stand out in a crowded market. Part 3 was a discussion around content personalization and how artificial intelligence has worked its way into the law firm website sphere. In Part 4, we talked about the importance and value of the technology behind your website’s internal site search tool. And now in the final part of our series, we’ll discuss the value in values-driven branding for law firms.

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5 Ways to Create Memorable Online Brand Experiences - Part 4

Focus on Search

In Part 1 of this five-part series, we explored how firms could use message-driven visuals and a renewed focus on brand positioning to create a more effective and impactful website. Part 2 focused on how firms can utilize videos and micro-animations to stand out in a crowded market. Part 3 was a discussion around content personalization and how artificial intelligence has worked its way into the law firm website sphere. In Part 4, we talk about the importance and value of the technology behind your website’s internal site search tool, and how that search tool can be a driving factor in a visitor’s positive or negative experience with your website.

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5 Ways to Create Memorable Online Brand Experiences - Part 3

Content Personalization

In Part 1 of this five-part series, we explored how firms could use message-driven visuals and a renewed focus on brand positioning to create a more effective and impactful website. Part 2 focused on how firms can utilize videos and micro-animations to stand out in a crowded market. Now in Part 3, we’ll shift tracks from visual tactics to a couple technology focused ones, beginning with a discussion around content personalization and how artificial intelligence has worked its way into the law firm website sphere.

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5 Ways to Create Memorable Online Brand Experiences - Part 2

Videos and Animation

In Part 1 of this five-part series, we explored how firms could use message-driven visuals and a renewed focus on brand positioning to create a more effective and impactful website. In Part 2, we’ll take a look at how firms can utilize videos and micro-animations to stand out in a crowded market.

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5 Ways to Create Memorable Online Brand Experiences

Part 1: Message-Driven Visuals

Around five years ago, professional services firms started implementing a lot of new design styles and user experience (UX) trends that were, at the time, a big departure from what everyone else was doing. Eventually though, everybody else latched on to these styles until the once-innovative trends became the industry standards. What had been considered a unique approach became a predictable experience. How can you make your website stand out in an industry of imitators?

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Content is King

How to Create Engaging Healthcare Content

Paging Dr. Google! With more information available online than ever before, it should come as no surprise that people are turning to the Internet to self-diagnose a medical problem, research medical procedures, or research health and wellness topics. In fact, over 70% of Internet users say they’ve looked online for health information within the past year. And that means they’ll be clicking on healthcare practice websites that offer valuable, unique, and consistent content.

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Humanize Your Healthcare Practice

4 Ways to Build Patient Trust Online

In today’s market, consumers have more choices than ever before. With 80% of U.S. adults now looking for medical information online, it’s absolutely essential to use your healthcare practice’s website to build an emotional, human connection with consumers online. Prospective patients need to feel comfortable with their doctors, and 63% of people report that they will choose one healthcare provider over another based on their online presence.

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Show, Don't Tell

How to Practice Effective Storytelling in Healthcare Marketing

Human beings are storytellers by nature. Our brains are conditioned to form strong emotional connections through stories. All information was once passed through the generations through stories, and to this day effective stories are more memorable than simple lists of facts.

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Your Words are Your Brand, too!

5 tips for creating copy style guidelines

You’ve just made a commitment to refreshing your brand. But along with the visual elements that make up your new identity and the accompanying changes you’ll be making to your website, stationery, signage brochures and other collateral, there’s a critical factor you’ll want to address in the early stages of your initiative: Copy Style Guidelines.

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Making History for 40 Years, One Brand at a Time

As we celebrate National Women’s History Month each March, we’re reminded of our own history. But this year, Herrmann Advertising | Branding | Technology has even more reason to reflect. This month marks our woman-owned company’s 40th Anniversary, and we’ve got a lot to celebrate!

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Lightfoot, Franklin & White Case Study

A Powerful Brand for a Litigation Powerhouse

Lightfoot, Franklin & White, an Alabama-based litigation boutique with offices in Birmingham and Houston, is proud to be known for taking on some of the most complex cases in the most difficult venues in the country. Its visual identity, however, didn’t reflect the depth and sophistication normally associated with bet-the-company lawsuits, far-reaching class actions, challenging multidistrict litigation, or its extensive trial and appellate experience. Recognizing the need to refresh its brand, the firm engaged Herrmann to project its brand in a more contemporary, powerful manner.

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Herrmann Clients Ring in 2019 With New Brands, New Websites

The holiday season was a flurry of activity for Herrmann and four of our clients as we collaborated to put the finishing touches on their websites and get them launched!

As we begin a New Year, we want to keep the celebrations going by introducing you to these four recently launched sites:

The November launch of Jones Walker’s new brand and website was profiled in an earlier Herrmann blog, but if you haven’t seen it yet, you’ll want to take a look! Based in New Orleans, this national firm’s site is energetic and spirited! See what we mean by visiting

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Case Study: Jones Walker

Taking a Brand Beyond

In 2017, Herrmann embarked on an extensive rebranding project with Jones Walker, a full-service New Orleans-based law firm with offices across the country. The 80-year-old firm’s brand did not reflect its dynamic energy and spirit, forward-thinking approach, nor its ability to handle sophisticated, cutting-edge matters.

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Case Study: Chesapeake Eye Care and Laser Center

The landscape of healthcare marketing and the strategies needed to increase patient acquisition are rapidly evolving, as prospective patients are becoming avid researchers looking to gather as much information on a practice as possible before ever picking up the phone or walking into a facility. With competition continually increasing, its more critical than ever for private practices to invest in their branding and market outreach in order to build trust and credibility with this prospective audience.

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Case Study: The United Nations High Commissioner for Refugees

Today, the plight of men, women and children from Central American countries making their way to the southern U.S. border in hopes of seeking asylum is often reduced to quick sound bites and social media posts. However, the complexity of this humanitarian situation – and the reasons that drive refugees to flee – has long been documented by the United Nations High Commissioner for Refugees (UNHCR).

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Herrmann's Checklist for Successful Digital Campaigns

With all of the available channels for a digital campaign in the current market, it can be difficult to stay on top of every last detail in your campaign efforts. We’ve compiled a handy checklist of best practices, common mistakes and potential issues that may come across in your digital marketing campaigns, so you can draw comparisons with your own efforts to be more effective in this space.

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From Regional Star to National Player

Building a new brand for Jackson Kelly

Seeking to harness its expanding national reputation as a premier regional law firm known for deep industry experience and superior client service, Jackson Kelly looked to Herrmann to help create a new brand image that would highlight its progressive stance and wealth of talent.

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A Time When White Space Sums It All Up.

We are #AnnapolisStrong

Yesterday afternoon, June 28, 2018, as reports began to filter through the Annapolis community—and indeed the world—of the unimaginable violence that had occurred at the offices of our hometown newspaper, The Capital, our Herrmann team members grappled with a slew of emotions.

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How the EU's New GDPR Regulations May Affect Your Business

Heralded as the most important change in data privacy regulation to hit the European Union in decades, General Data Protection Regulation (GDPR) is set to take effect in the EU on May 25th. Meaning any organization that collects or processes personal data on citizens anywhere in the European Union will be required to meet new compliance regulations designed to protect consumer rights.

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Brand Tip in 120 Seconds

Maximizing Your Brand

Today, a brand is so much more than a logo. As the definition of a brand has expanded, so too have the demands on your visual identity. It’s more important than ever that you maximize your brand!

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From Mundane to Memorable

Making Your Lawyer Bios Stand Out

So what can you do to deliver something that truly resonates with prospects, clients or virtually anyone who wants to learn more about what your lawyers bring to the table?

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Tweet With Authority!

Tips to stand tall among the Twitter flock

Twitter currently has 310 million monthly active users. There’s a whole world of people to reach! If you’re seeking more engagement with your tweets, things like formatting and timing are key. Once you establish your marketing objective and know your goals, use these tips to help get noticed and increase traffic.

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Got a DSLR For The Holidays?

7 Beginner Tips for Better Photos

You have a shiny, new DSLR camera and you want to use it beyond pointing and shooting. Here are some tips to help you get started!

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The changing landscape of regulation

Rethinking the Humble Bio

Let's bring your attorneys to life.

At Herrmann, we believe that a critical goal for any website is to connect emotionally with its audiences. On a law firm website, there is arguably no greater way to spark that connection than through the attorney biographies. And yet, so many law firm websites treat their bio pages as an obligatory effort. Awkward yearbook style headshot? Check. Contact information? Check. Professional history and educational pedigree? Check and check.  It's not necessarily that this structure is bad, but there is a glaring opportunity missed when clinging tightly to this format.

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HerrmannEasyEdit 4.0 CMS Responsive Website Design

What were we thinking?

Reimagining a platform, rebuilding an experience.

We are thrilled to announce the latest release of our industry-leading content management system, HerrmannEasyEdit 4.0. Completely rebuilt from the ground up, version 4.0 features an entirely new system architecture, a fully responsive interface, a more intuitive user experience and countless other updates and enhancements.

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Engage Emotionally

The power of visual storytelling.

If you follow the trends of interactive design—and we do—the one theme that consistently emerges is that change is constant. After all, it was only a few short years ago that responsive design was just a promising theory. Now it is a cornerstone of any redesign strategy. Point is, things change on the web. A lot. That's what makes it so wonderful. It's an evolving platform, and we're still very much witnessing its infancy. But of all the trends in recent years, the shift to visual storytelling is far and away our favorite. What exactly does that mean? Glad you asked.

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5 Tips for Establishing Effective Vendor Relationships

Prevent your project from being derailed with these tips for project management

Project management requires a clear plan of attack as well as buy-in from your firm’s leadership, your team members and your vendors. Here are a few tips to help you establish effective vendor relationships that will allow you to stay on target and on deadline.

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Orange is the New Blue

How is your firm standing out in a sea of blue and navy?

The graphic, fashion, and interior design worlds rethink color several times every year. While that level of diligence may be excessive for law firms, we sometimes ignore this freedom. The apprehension to considering change often comes at a cost. In a society that is in a constant state of reinvention, it is advantageous for law firms to question long-held beliefs about color and reconsider how it is used in their brand identities.

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Reading Between the Lines:

What Legal Marketers Can Learn From Client Feedback

Back in 2011, a LexisNexis Martindale-Hubbell study found that nearly half of law firms around the world were soliciting feedback from their clients via in-person or telephone interviews, surveys or other formal information-gathering processes.

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Ferrari dreams? Ford budget?

Today's websites deliver both.

If you’ve been dreaming of a sleek, stylish website for your law firm that delivers the head-turning quotient of a Ferrari, but think it can’t be done on a Ford budget, you might be pleasantly surprised.

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Responsive Web Design

Responsive Web Design - A Must-Have for True Accessibility

Investing in a responsive site now pays off in the long run

In 2014, Internet usage on mobile devices exceeded PC usage for the first time in history, symbolizing the inevitable change in landscape of how businesses are reaching their target audiences and vice versa.

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Keeping Up With the Millennials

How is your firm preparing for the next generation of rainmakers?

A solstice of sorts is on the horizon. In 2020, millennials will become the majority in the workplace. With that inevitable shift on the way, what should partners – the majority of whom hail from the baby boomer generation – be doing today to make their firms more competitive, more productive and more in sync with those who will be soon be carrying the torch?

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Ipad Tablet Cell Phones

Online & On Target

Why today's law firms should embrace a robust digital marketing strategy

Maybe your firm’s been on the fence about making the leap into digital advertising. Or perhaps you’re debating the pros and cons of committing a larger percentage of your budget on ads delivered to laptops, desktops, tablets or smartphones. If either describes your dilemma, here’s a projection that may propel you to take action:

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