Objectives & Approach
Brand Strategy for the Firm That Other Lawyers Refer To
When Studio 3 first met Brett Turnbull, his record and reputation as a trial attorney were such that he didn’t really need to market for new business. Other law firms regularly reached out to refer clients or request him as co-counsel. Separately, Studio 3 was working with Philip Pendergrass and his expanding personal injury firm in Atlanta, Georgia. When Brett and Philip decided to join forces, along with decorated trial attorney Andrew Moak, Studio 3 was tasked with leading the rebranding and developing a marketing strategy befitting the new firm’s combined resources.
While most personal injury firms rely on direct-to-consumer advertising to bring in new cases, Turnbull Moak Pendergrass would take a different approach. A marketing strategy that hadn’t been done before, at least not like this. A fully business-to-business, multimedia content initiative in the PI space. In line with Brett and the firm’s values of collaborative and shared success, the new website and digital campaign would center on a Master Class.
B2B Positioning
The personal injury space is notorious for its consumer marketing, with loud, ubiquitous billboards and often cheesy TV commercials. TMP is a different breed of firm. Owing to its vast trial experience, their marketing needed to both serve and expand its professional network of law firms across the country who refer their most intricate cases to seasoned trial attorneys.
The Master Class
Trial attorneys having a page on their website promoting that they accept referrals from other law firms isn’t common, but it isn’t new either. To distinguish TMP, the Studio 3 Chief Creative Officer conceived eight episodic videos that would go well beyond merely getting the word out. The content would simultaneously benefit other attorneys by sharing rarely publicized experiences and insights on complex litigation.
Top-Funnel Campaign
Most marketing agencies push SEO and PPC as the bread and butter of personal injury marketing. While productive channels, those are primarily for bottom-funnel and more applicable in B2C marketing. What TMP needed was a branded, top-funnel approach that leaned B2B—one that could also run parallel to and support its Atlanta operations that focus more on serving direct-to-consumer.
