Division/Category:
Communication
Management/Electronic and Digital Communication
Organization:
Leonard Street and
Deinard
Intended Audiences:
Business-leader
clients and prospects
Leonard Street and
Deinard, a law firm based in Minneapolis, sought new ways to provide useful
information to clients and prospects. The traditional news-letters and seminars
are expensive and time-consuming, taking attorneys’ time away from billable
client work, and the effectiveness of those methods is hard to measure. The
firm’s marketing group wanted to exploit electronic technology to make
communications convenient and cost-effective.
After researching technology options and methods used by others in the legal field, the team decided to create a podcast series. With a vendor studio selected, Leonard’s technical staff created a new page on the firm’s Web site, established an iTunes account for publishing the podcasts, and set up a tracking system. The series was introduced to key clients, and then to the media. Stories about the podcast appeared in local publications, and more than 1,800 people have subscribed on iTunes.
