Steptoe & Johnson’s New Microsite Goes Below the SurfaceBy Greenfield/Belser
February 19, 2015
West Virginia based Steptoe & Johnson has emerged as a major player in the shale gas production and broader energy fields regionally and nationally with expansion into Pennsylvania, Ohio, Texas and Colorado. The industry is central to the firm’s strategic growth. The strategic goals of the Below the Surface thought leadership initiative is to expand awareness of their credentials in the sector, contribute substantive value to their clients and prospects through our research, and enhance the efforts to position their firm as a leader in the field. The core of the effort is an annual research study of executives in the field that shares collective views of the legal challenges they face. Our secondary strategic objective is to make Below the Surface a promotional sub-brand, like McKinsey Quarterly is to McKinsey Consulting. The design and development of the microsite seeks to deliver an online extension of their successful offline efforts.
After fielding their first two research studies of shale gas executives, including interviews with roughly 300 participants—many repeat respondents—we planned a responsively-designed microsite that:
- conveys the message that they are a leading shale gas and broader energy law firm;
- mirrors and complements the design of their research books;
- allows for the substantive information in the books to be easily found and absorbed from any device;
- connects visitors to the broader resources of our firm;
- helps with their SEO and related efforts to get found by those interested in services like theirs.
The marketing goal for the Below the Surface microsite is to create a valuable resource center for clients, prospects and the media to use in benchmarking shale gas production legal challenges. The microsite shares data and advice from the field on disputes, transactions, regulations and more. A complementary goal is to leverage their significant investment in an annual survey of shale gas executives about the legal challenges of shale gas production in an online environment.