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.
Collateral
Demonstrating the firm's expertise, perspective, and industry standing, marketing efforts covered multiple touch points. Collateral included but not limited to sponsorship ads, event signage, informational multi-pagers, postcards, service sheets, print leave behinds.
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 preserving the integrity and nuances of legal speak.
Design: S Vinas-Crutcher | A Shafi
Pictured: Informational multi-pagers, postcard, print leave behinds, signage, sponsorship ads, and miscellaneous
Slide for Before & After
Sponsoring HumanX, an AI and tech conference, Goodwin's tech practice group led a panel covering legal topics related to artificial intelligence. With the request to make our sponsorship advert more impactful and distinct from competitors, I helped shape the result into a more aspirational, refreshing, refreshing, audience-oriented, and less text-centered outcome.
Before: Key messaging is buried in blocks of text, weighing down the advert that feels impersonal and lack 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 appeal to the target audience created a more effective and impressive result.
Web
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 insights. Finding strategic pathways across our campaign activations provided a more dynamic and user-oriented experience when interacting with Goodwin.
Alongside our Web team, I activated web pages, providing text, calls to action, microcopy; collaborating on information architecture, best practices (user experience, SEO, accessibility), and investigating solutions when navigating the platform's capabilities.
Introducing and developing new frameworks, emails began to prioritize a more design and user-friendly perspective to improve engagement
and brand presence. Applied to event invitations, thought leadership promotion, and recruitment efforts, emails became more accessible.
Alongside our Email team, I activated select email sends, providing email copy and informed layout builds according to best practices and hierarchy of goals.
Slide for Before & After
Highly-competitive and niche, legal recruitment relies on outreach and for our summer program, 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 sent to students upon meeting them. Improving readability and driving them to our pages simplified the application process.
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 skewed 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.
Case Study
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 an initial venture in delivering on an integrated campaign for a firm event that intersected social, email, and web.
Social: Providing social copy and collaborating on content, we targeted potential registrants through paid social and solicited buy-in from our partners — and even our Chair, who shared the event on his personal page.
Email: Delivering email copy and overseeing a build that deviated from typical event emails, I experimented with personalized email sends for partners' mailing lists and introduced new components to better communicate calls to register and access our promotional event code. Notably, open rates hit 45% during the first outreach, outperforming previous email sends by 7%.
Web: I wrote and decided on how content could be presented on webpages — including secondary messaging found on registration forms and applicable areas, to improve user experience through our pages and multi-step processes.
My contributions spanned across key touch points, from strategic ideation to delivery. Adapting to urgent requests and changes, I navigated the challenges of the event's barriers of entry, lack of brand recognition, non-linear registration flow, and inconvenient event timing. This campaign helped enable our team to adopt a more integrated and strategic approach, build trust with partners, and set new benchmarks.