Web
Case Study
A global Am Law 200 firm, Goodwin stands as one of the largest law firms in the world by revenue and houses more than 1,800 lawyers. Established in 1912, the firm is a legal legacy with a storied history and ambitious future.
Highly-competitive and niche, legal recruitment relies on outreach and for our summer program, emphasizing the importance of making the application process as accessible as possible. Refreshing the recruitment team's batch of summer program correspondence, I reconstructed the email used to follow up with students, improving readability and a more effective way to capture students' applications and direct their interest to our main pages. What seemed like an easy change was actually an exploration of the platform's capabilities and the first in developing emails for the firm's recruitment needs.
Slide for Before & After
Before: Its intimidating volume of text buries crucial information, obscures the primary call to action, lacks visual appeal, and requires a high level
of engagement from readers. An audit of text revealed redundant information, a heavy focus on the firm (rather than the potential applicant), and excessive verbage.
After: The new reconstruction provides only necessary context, improves readability, and encourages audiences to act on a hierarchy of CTAs through visual ease and effective organization — resulting in a more personable, user-oriented email with improved accessibility.
As a sponsor at HumanX, an AI and tech conference, Goodwin partners led a panel covering industry topics related to artificial intelligence from a legal lens. Requested specifically to make our sponsorship advert more impactful and distinct from competitors, I introduced a new approach to
result in a more aspirational, refreshing, audience-directed, and less text-centered outcome.
Slide for Before & After
Before: Key messaging is buried in blocks of text, weighing down the advert that feels impersonal and void of perspective.
After: Visual appeal and more dynamic choices captures greater attention. Use of aspirational language, clear positioning of the firm within the tech sphere, and keeping the audience in mind created a more effective and impressive result.
Demonstrating the firm's expertise, perspective, and industry standing, marketing efforts covered multiple touch points. Collateral included sponsorship ads, event signage, informational multi-pagers, postcards, service sheets, print leave behinds, and miscellaneous.
Writing and editing copy meant translating firm priorities and stakeholder needs into relevant branded materials to address pain points and gaps
and provide effective and creative solution. Promoting the firm's specialties, focus areas, and distinctions, I evolved copy to meet new strategic frameworks and reach targeted audiences, while keeping intact the integrity and nuances of legal speak.
PIctured: Strategies for Winning Deals, Goodwin + KPMG, What's Next: LIfe Sciences at a Crossroads, Summer Associate Program, Mastering AI: Building Your Strategy
Collateral
Serving as the firm's main billboard, the website centralizes firm operations, communication, and details, along with housing an expanding rolodex
of thought leadership and other resources. Finding strategic pathways and strengthening our web presence helped the firm move from its reliance
on print marketing into more digital efforts.
Alongside our Web team, I led publish and activate web pages by providing text, calls to action, microcopy; collaborating on information architecture, best practices (user experience, SEO, accessibility), and investigating solutions and other considerations to navigate the platform's limitations.
Pictured: Informational multi-pagers, postcard, print leave behinds, signage, sponsorship ads, and miscellaneous
As one of the firm's primary marketing arms, email serves as an active touch point and direct pipeline of communication for curated mailing lists.
Event invitations, promotion of thought leadership, and recruitment efforts underwent new frameworks, prioritizing user experience and appeal to improve engagement metrics.
Alongside our Email team, I delivered copy and direction on how to build components, elevating our email frameworks and content design.
PIctured: Strategies for Winning Deals, What's Next: LIfe Sciences at a Crossroads, Mastering AI: Building Your Strategy, Summer Associate Program
During my time, Goodwin's marketing efforts evolved and expanded greatly, with many areas reflective of my contributions as a copywriter and strategist. A prime example is how we approached Mastering AI: Building Your Strategy, our first event campaign; this was the first venture in delivering on an integrated campaign for a firm event that extended into social, email, and web.
Social: Providing social copy and collaborating on social content, we explored paid social and solicited buy-in from our partners — and even our Chair, who posted on his personal page.
Email: Delivering email copy and overseeing content design that deviated from typical event emails, I experimented with personalized email sends for partners' personal mailing lists and introduced new components to better communicate calls to register and access our promotional code. Notably, open rates hit 45% during the first outreach, outperforming previous email sends by 7%.
Web: I wrote and decided on how content should be presented on the webpage, including secondary messaging found on the registration form, confirmation page, and decline page — improving user experience through the multi-step registration process.
My contributions spanned across all touch points, from strategic ideation to delivery. Adapting to urgent requests and changes, I navigated the challenges of the event's high admission price, non-linear registration flow, and inconvenient event timing. This campaign helped enable our Marketing team to work in a more integrated and strategic approach, build trust with partners, and set new benchmarks.