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Archer Norris

Focused on California

Archer Norris put it all together with this unique research project:

Step 1. Create a strong site with a compelling brand promise and imagery to back it up.

Step 2. Develop meaningful content—in this case, research focused on the unique features of doing business in California—that gets noticed instead of a steady stream of unremarkable chatter.

Step 3. Leverage promotional (brochure, advertising and a microsite shown) and foundational content across multiple channels (online and in print).

Step 4. Follow your readers. Track analytics.

Step 5. Track results: 67 qualified leads! The press release was viewed 771 times, resulting in nearly 50 inquiries from media outlets and articles in local and industry publications statewide. Web traffic increased 65% in the month after launch. Hoo ha!

Of course the grizzly is California’s state animal so it was no stretch to feature a grizzly bear in the firm’s advertising for lateral attorneys. The ads are hard to ignore. In fact, among the most faithful readers are recruiters who see the firm out trapping seasoned lawyers on its own.