News Article
Womble Carlyle Honored for Innovative Marketing Campaign
October 13, 2011
WASHINGTON, D.C.—Womble Carlyle’s DC On the Move campaign has been awarded the 2011 “Big Idea” Award by the Legal Marketing Association’s Capital Chapter.
The multi-pronged “DC On the Move” campaign included two custom-made videos, created entirely in-house by Client Development Department personnel. The 3:00 videos outlined the advantages of the new office for both staff and clients. The videos featured comments from the firm’s new neighbors, which spotlighted their businesses, too.
Key message points were:
- Breaking from tradition to create the “law firm of the future”.
- Same size offices for partners and associates.
- Glass-sliding doors for maximum light and space in all offices.
- The architect interviewed employees at ALL levels. Womble had a 98% participation rate on the vision survey.
- Reducing our carbon footprint, focused on sustainability and green building and green operations.
The firm reached out directly to clients via digital marketing and social media networks. Using this model, the firm was able to reach thousands of people without paying a dime for advertising.
Finally, Womble Carlyle planned and hosted a reception for clients and friends of the firm at the new office.
Client Development Department participants included Heather Allison, Bruce Buchanan, Aden Dauchess, Marty Schlesinger, Josh Smith, Katie Tedrow and Russell Thomas. Office Managing Partner Pam Rothenberg, D.C. Office Administrator Deborah Kowal and D.C. Office Resource Coordinator Beverly Myers also played key roles in the campaign, which included contributions from numerous D.C. attorneys and employees.
The Big Idea award was presented at an Oct. 13th luncheon at the Grand Hyatt in Washington, D.C. Chief Client Development Office Steve Bell accepted the award on behalf of the firm.
