‘Meet the Attorneys’ videos win second place in international legal marketing contest
Chain | Cohn | Clark won second place in the “Advertising” category in the annual Your Honor Awards, which is the only awards program of its kind in the legal field. The law firm won second place for its “Meet the Attorneys” videos,
The “Your Honor Awards” – which included 170 entries in 16 categories from law firms throughout the world this year – recognizes “creativity, execution, achievement and overall excellence in legal marketing, business development and communications,” according to LMA. The award recipients, according to LMA, are recognized “for their industry-leading work.”
The videos are airing now on Kern County television stations as 30-second spots, and can be found online at Chainlaw.com, including 90-second spots. They’re aimed to give viewers a better idea of who their hometown attorneys are, why they became lawyers, and how they could help viewers in the chance they ever needed to contact the firm.
Chain | Cohn | Clark worked together on the videos with Bakersfield-based Scope Studios (Scope Creative Agency). The videos in December won first place in the advertising category in the California “Your Honor Awards.”
“We’re incredibly honored to have received this outstanding recognition from the largest legal marketing group in the world,” said David Cohn, managing partner for Chain | Cohn | Clark. “It speaks volumes about our commitment to portray our law firm and attorneys in the same way we practice law: with utmost professionalism. Our firm is composed of compassionate and talented lawyers, and I think our television campaign brings that out.”
LMA is a non-profit professional organization founded in 1985 for those in marketing, business development, client service and communications within the legal profession. It has more than 3,500 members in 48 U.S. states, Canada and 15 other countries.
The Legal Marketing Association summarized Chain | Cohn | Clark’ videos as follows:
Too often, the general public has a perception that lawyers are disconnected with the clients they serve. It’s important for the public to view their attorneys as approachable, yet, professional. The goal in the latest video advertisements from Bakersfield, Calif.-based personal injury law firm Chain | Cohn | Clark was to break the disconnect barrier in its hometown, and to humanize its attorneys.
The firm’s commercials and Web videos, titled “Meet the Attorneys,” give the public a chance to get to know the firm’s lawyers on a personal level — learn why they became lawyers, what they like most about their jobs and how they can serve them.
The firm created two versions of these videos: The 30-second commercials would appear on local television, and 90-second versions would reside on the firm’s website.
Working with a Bakersfield-based film company, Scope Studios, the firm recorded all seven of the attorneys in similar fashion, answering questions in a candid interview-style format. The hope through these videos is that viewers would choose the attorneys based on their personalities and likability, history in Bakersfield, and their professional accolades. The biggest challenge was trying to develop something that wasn’t the typical personal injury lawyer commercials the public has come to expect — with a “call to action.” The goal was to brand.
From the background music and the slow motion shots of staff to the historical images of the lawyers, the videos put prospective clients in the firm’s offices — showing the care and compassion the firm gives each client. Even without a call-to-action message, the firm received a surge in calls following the videos debut. The videos will be used for more than a year on local TV and on its website.