by John Hellerman | Feb 4, 2013 | Branding, Case Study, Content Marketing, John Hellerman, Law
Situation/Objective: When executed correctly, legal blogs are a great way for law firms to deepen their connections to new and prospective clients. Doing it right, however, is not easy. The blogosphere is littered with legal blogs that, for one reason or another, fail...
by John Hellerman | Feb 16, 2012 | Branding, Business Development, Content Marketing, John Hellerman
For decades, law firm marketing departments have been split into two functions: business development and communications. However, as companies become more marketing savvy, they have come to realize that these two areas of expertise are not mutually exclusive. As HC...
by John Hellerman | Feb 6, 2012 | Branding, Case Study, Content Marketing, John Hellerman
Situation/Objective: After 9/11, the country’s new focus became the issue of homeland security. The protection of data networks and infrastructure was near the top of the government’s list of priorities, and privacy issues were at the forefront of regulators’ minds....
by John Hellerman | Feb 1, 2012 | Branding, Content Marketing, John Hellerman, Social Media
Ask any group of lawyers to get on board with the social media revolution, and you’ll get some resistance. It’s understandable. Lawyers have been slow to embrace the use of social media as a business-development method, and they didn’t get that way because they don’t...
by John Hellerman | Apr 5, 2011 | Branding, Case Study, Content Marketing, John Hellerman, Law
Situation/Objective: When a new law firm opens for business, the press doesn’t come running. The press yawns, deletes the email announcement, and gets back to more pressing stories. That was the challenge facing HC in publicizing the launch of a new, four-partner law...
by John Hellerman | Feb 1, 2011 | Branding, Content Marketing, John Hellerman, Social Media
When not busy appearing on Saturday Night Live, Facebook’s leaders spend their time dreaming up ever-more-ingenious ways to make money off your social life. They’re pretty good at what they do, as the company’s recent $50 billion valuation suggests....