Calypso Develops Positioning and Advertising Campaign To Differentiate Immigration Law Firm from its Competitors

THINK

GoffWilson, a top-ranked immigration law firm based in Concord, New Hampshire, asked Calypso Communications to develop a strategic communications plan that would position the firm as a nationally recognized immigration law firm and the legal brand of choice for immigration issues and projects. GoffWilson wanted to drive business growth and elevate its reputation for quality legal product characterized by knowledge and experience; personal attention; industry network; staff excellence; technology innovation; and efficient cost structure.

CREATE

To position the firm and differentiate it from the competition, Calypso Communications conducted a comprehensive audit and analysis of the immigration law competitive landscape on a statewide, regional, and national basis. Using primary and secondary research, the analysis was used to position GoffWilson in the industry and develop a successful branding initiative. The analysis formed the basis for message development and implementation of an integrated communications plan that included a print advertising campaign, media relations, and speakers’ platform support.

DELIVER

Calypso developed a striking series of print advertisements highlighting relevant facts about current immigration trends. With the tagline, ‘Don’t be surprised, be prepared,’ the ads set GoffWilson apart from the look-alike institutional advertisements of its competitors. Initially targeted to New Hampshire law and business publications, the campaign supported the firm’s growth strategies in financial, high-tech, hospitality, and healthcare industries. To further enhance GoffWilson’s reputation, Calypso also implemented a media relations campaign focusing on the firm’s specialized expertise.

I am so impressed by the September GoffWilson ad. Everything about this ad makes it pop off the page. First, I love the use of color on the one person in the ad in an otherwise black and white photo. Plus the headline really grabs you by playing on one’s perceptions and gross assumptions. This ad is both attention grabbing and thoughtful. I am sure this will be very effective for GoffWilson.

Heidi J. Copeland, Vice President, Millyard Communications Inc.

www.goffwilson.com