Global law firm giant DLA Piper was unveiled in early 2005 after a series of mergers. One of the absorbed firms, Gray Cary Ware & Freidenrich, was a well-known, high-tech law firm, and DLA Piper wanted to capitalize on that reputation.
The firm worked with its AOR Greentarget to reassert the law firm's tech expertise with DLA Piper's Global Technology Leaders Summit, held October 21, 2008, in Palo Alto, CA.
“The marketplace lost sight of where the tech brand was, especially on the West Coast,” says John Corey, founding partner and president of Greentarget's North American operations. So the team sought to leverage the Summit to demonstrate the firm's high-tech capabilities. Because media was not allowed to attend the event, social media became an important campaign component.
“It was very important that we match the message to the medium in order to resonate and have impact with the target audience,” says Jolene Overbeck, global chief marketing officer at DLA Piper, in an e-mail.
The team distributed a traditional and multimedia news release and put video from that on YouTube.
It also launched the Tech Summit Blog for the event with live updates, as well as Twitter posts and a Delicious page. Greentarget also sent information to prospective and current clients and employees, and invited varying audiences, including media, to visit the online portals.
The blog received more than 1,000 page views during the week of the event, a success considering this was “the first time [DLA Piper] used social media in a meaningful way,” Corey says.
Additionally, outlets like Reuters, The Washington Post, Wired, and ValleyWag covered the Summit.
Greentarget will continue to execute outreach across national and regional markets for the law firm.
PR team: DLA Piper (New York) and Greentarget (San Francisco, Chicago, and New York)
Campaign: DLA Piper's Global Technology Leaders Summit
Duration: June-October 21, 2008
Budget: about $75,000