Legal Professional Becomes a Marketing Professional | Knapp Marketing
Where solid business strategy and smart marketing ideas converge.

Penny Paul brings to Knapp Marketing over 12 years of marketing strategy, public relations, and branding experience. A graduate of Yale University and Cardozo School of Law, she has served as an in-house law firm marketing director at a domestic law firm, in business development at an international law firm, and as a senior strategist at several agencies. Penny’s specialty lies in helping law firms define their brands, and then develop and execute marketing plans which will effectively and persuasively deliver those brands to target audiences.

Penny has also conducted public and media relations campaigns for many high-profile law firm and corporate clients, attaining placements in top-tier media outlets and publications, and also managing crisis communications to contain negative coverage.

An award-winning writer, Penny manages projects integrating a variety of communication vehicles including social media, websites, events, press outreach and corporate communication. She is skilled at developing legal marketing content like practice group descriptions, business plans, attorney bios, blog posts, white papers and by-lined articles.

Eye-Catching and Client-Centric: Brand Strategy, Web and Collateral

Client: Our client is a Chicago-based boutique IP firm entirely focused on the industries of food, drugs, beverages, cosmetics and nutraceuticals. Their client base is accustomed to bright, juicy marketing completely unlike the kinds of materials traditionally produced for law firms.

Need: These attorneys needed to stake their claim with a dramatic online presence and eye catching materials to distribute at the many industry conferences where they frequently present. They needed to transform their law firm’s brand into a visually arresting expression of their immersion in and complete comprehension of their clients’ marketplace and challenges.

Result: Taking our cue from the law firm’s mission statement: “Lawyers for the Lifecycle of Food, Dietary Supplement and Cosmetic Products; Brand to Generic Drug Leaders,” we developed a colorful, light-filled law firm website design that echoed the brands of the firms’ key clients, using video and a user-friendly intuitive architecture in order to engage and draw the visitor deeper into the site for more information. The new law firm logo of bold colors flowing together in a cycle which evoked the collaboration of the three named partners and the life cycle of their clients’ products. This visual leitmotif was carried throughout the site and across a range of legal collateral materials including attorney business cards, stationery, individual practice group brochures and HTML email newsletters. One year later, the firm’s founding partner told us that our work helped raise their profile, gets positive reactions from clients, and provides them a strong return on their legal marketing investment.


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