What was the scope of their involvement?
JStokes came onboard and ran a discovery program, meeting with various focus groups of the lawyers in the firm. They asked how those lawyers felt about the firm and what they envisioned for five-year growth. From that series of interviews and all the due diligence they did, they developed a proposal for rebranding. JStokes presented that to the firm, and the firm was very impressed with the options they provided. One stood out, and we decided to move forward.
The tagline or rebranding effort was ‘IP for a new age,' and that campaign won Advertising Campaign of the Year from the Legal Marketing Association. We were very proud of that as the first major project we worked on.
JStokes has executed two very different advertising campaigns for us. They did the whole rebranding. They completely redid all our collateral. They did a brand-new website from scratch. They have developed various digital strategies for us and all our email templates. They helped us establish our brand guidelines, which we didn’t have previously.
We established processes, procedures, and methodology for everything we do from a marketing standpoint so that we have consistency in the marketplace. We're now a full-fledged, professional marketing organization within our law firm, and that’s very much due to the partnership we’ve had with JStokes.
We’re working with them on some blogging right now. From a content marketing standpoint, we’ve been trying to market our content through social media in a different way. We just did a test, and we were trying some less targeted marketing of our thought leadership content. We were really targeting business and legal websites, some lifestyle sites, and some fitness and health organizations. We’ve been trying that to see how far we can push the envelope with our targeting and make it worthwhile. JStokes has been very involved in the content marketing as well. They’ve been very helpful in the strategy related to that.
The collateral has involved our entire new client packet. We still have physical copies of nice folders with a firm brochure. We also have an interesting collateral piece called IP 101. It’s a fantastic tutorial for people who aren’t familiar with all the facets of intellectual property.
We produced a major video this year on the Patent Trial and Appeals Board process, which is new in the patent world. It’s an educational tool for various companies’ legal departments. JStokes helped us create the video in a very artistic and entertaining way. It’s the first of its kind that I’ve seen, so it will be interesting to track how that gets used.
How did you come to work with JStokes Agency?
We did a year-long search for the right agency. The deciding factor in hiring JStokes was that it just felt right. You can have all your checklists, and make all your comparisons, but it comes down to a gut feeling in the end. Also, I received insight from a respected colleague on comments her clients had made about JStokes, which were very reassuring.
We had several meetings, both in our offices and theirs. We met all the people, and it felt like we would make a good partnership. I wasn’t looking for a vendor relationship; I was looking for a partner. It has to feel right when you’re going to be working very closely, so it was a mix of all those things.
How much have you invested with JStokes Agency?
We’ve invested over $1 million to date.
What is the status of this engagement?
I think we originally spoke with JStokes in March or April of 2012, and the relationship is ongoing.