Source: Holme Roberts & Owen
“In this economy, success isn’t about how fast your run or how high you climb … but simply how well you bounce” became the theme for an HRO client-firm event.

By Rebecca Askew, LAW WEEK COLORADO
DENVER – The legal industry is not immune to the effects of the global economic downturn. With profits down and across the board budget cuts, law firm marketers have to do more with less. Law Week Colorado surveyed area law firm marketing departments for creative ways in which their teams promoted their company’s vision – from conveying firm identity and culture, to differentiation, brand awareness, client development and satisfaction – with fewer resources.

The results netted numerous innovative ideas for both internal and external messaging. From these ideas, good works were done, the message was moved, and everyone felt a little better about their work and themselves. One thing is apparent: In the legal world full of linear thinkers, the importance of creative energy makes a significant impact.

The in-house marketing department at Holme Roberts and Owen (a 2009 Law Week Barrister’s Best winner) provides an immediate cost savings for the firm. As employees, the staff is equipped to readily capture the feel and culture of their firm. “We are creating a historical archive of the firm,” said Heather Nanstiel, creative director for HRO. “When Rich Gabriel (partner at HRO) was appointed to the bench, we had loads of photos and videos to celebrate his new start.” After the death of a longtime member of the staff, the department compiled a photo collage for the memorial service, which was treasured by both staff and the employee’s family.

Drastic times call for drastic pleasures
Planning the annual summer party for the Boulder office, the creative team decided to acknowledge the state of the economy, rather than ignore it. Brainstorming for ideas, a magnet on one of the team filing cabinets provided the inspiration. “In this economy, success isn’t about how fast your run or how high you climb … but simply how well you bounce” became the theme for the client-firm event. Enlisting the help of firm attorneys and staff, the team shot created the invitation, complete with attorneys on bouncy balls and pogo sticks. A video of the project looped during the event. Comfort food was served, including buffalo meatloaf, mashed potatoes and warm cookies and milk. And the result?
“It was frugal fun – everyone had a great time,” said Nanstiel. “We were able to directly attribute new work to conversations that occurred during the party.”

Pajamas with a purpose
One of HRO’s clients, SunCor Energy, is a dedicated supporter of Denver’s Road Home. This nonprofit committed to ending homelessness in Denver hosts an annual pajama party to raise funds and awareness for the issue.
Having a table at the event didn’t seem enough for the firm, so, using advertising space already reserved in area papers and attorneys who worked closely with the client, the creative team developed and shot an advertising campaign to raise awareness. The result allowed the firm to support a good client and the Denver community at the same time.

Options for Success
Meanwhile at Patton Boggs, one important component of the firm’s commitment to female professionals is its Women’s Forum. As the group recently planned its annual women’s networking event, Marketing Manager Heather Baker remembered a recent news story she’d read.
“I saw an article about [a group called] Work Options For Women, and realized that this was a nonprofit that could give the event an added purpose,” she said. “We were looking for a draw beyond just networking.” Baker learned more about the organization, and discovered that the nonprofit was launching a downtown restaurant, Café Options. The group decided to hold its women’s event at the restaurant before it opened.
“We invited clients, potential clients, the board [of Work Options] and their contacts. The purpose was beyond networking – we wanted everyone to learn more about the organization,” she said. All proceeds went to Work Options For Women.
“It was a ‘triangulated win’ for all involved. It provided visibility for Patton Boggs in our community; it started a long-term relationship between the firm and Work Options and provided exposure and promotion for their new restaurant; and for everyone, it was more meaningful than writing a check.”