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Campaign Close-Up: Choate Hall & Stewart


Greenfield Belser, a Finn Partners Company
July 1, 2006

Campaign Close-Up: Choate Hall & Stewart

Target: Small and large companies

Agency: Greenfield/Belser, Washington, D.C.

Midsize Boston law firm Choate Hall & Stewart has won several awards from the Legal Marketing Association for its "By Any Measure" advertising campaign, which seeks to differentiate Choate from the massive law firms with thousands of associates that have become more common as the legal industry consolidates. "In the legal market, size is being equated with quality," says Betsy Huntley, director of marketing for Choate, which employs about 200 lawyers. "We needed to counteract that perception, and establish that quality can be based on something other than size."

Focus: The campaign began last August, and while Choate's clients are national in scope, they tend to have a Boston connection, Huntley says. So the law firm has concentrated its print ads in local publications like the Boston Business Journal, the Boston Globe, and the Wall Street Journal's New England edition. The firm also ran ads in national trade magazines that reach its target market, such as Venture Capital Journal. In addition, Choate's advertising images are integrated heavily into its Web site, with special messages created for the recruiting section as the firm uses its brand to attract talent.

Goal: The "By Any Measure" tagline is a nod to Choate's consistent placement in the top tier of law firms by various industry rankings—except, that is, by size. "The point of the ads is to establish us as a high-quality alternative, and to take on the impersonality of the large firms," Huntley says. The ads thus contrast two images that portray the quality-over-quantity theme, such as a jalapeno pepper and a bell pepper (which demonstrates that Choate provides "partner-level intensity" to its clients). "Law firms are in a different place than they used to be; the industry is much more business-focused," she says. "You don't want to compete on price, you want to compete on quality, and we want to show we are a good choice among top-tier law firms." —J.C.

This article was originally published on the Sales and Marketing Management website.