Portfolio
Case Study
Casey, Gerry, Reed & Schenk, LLP
Symbiosis: The web site design, development, hosting, and promotion done by RosArt for Casey, Gerry, Reed, and Schenk, LLP (www.cglaw.com), have not only benefited the law firm's own changing business, but have also helped to drive RosArt far ahead of the curve in the multimedia field.
A four and a half year long professional relationship between RosArt and CGR&S has cultivated a strong bond based on mutual benefit and faith, and an endless reciprocity that propels each organization forward.
RosArt was highly recommended to CGR&S in 1998 by a new RosArt employee who had already designed some print materials for the firm. The new relationship with RosArt would drive the law firm's business into a new sphere: the Internet. At that time, the firm functioned out of an old professional tradition of not advertising, as a means of dissociating itself from firms perceived as television's 3 a.m. "ambulance chasers."
The web, however, provided a new and in-offensive way to bring those who were already looking for representation directly to CGR&S. The first step was to build a simple site, to give the firm an online presence strong enough for potential clients to easily access information about the firm.
The site became grew in complexity as discussions between the two firms explored the possibilities and led to an increase in the level of functionality of the site. This included applications like a client bulletin board and a client extranet, particularly useful since the firm handles many mass tort and class action cases and needed a method of mass communication. More and more of these types of applications have been added as time went on.
The site now includes: a Firm History page (including Accomplishments, Attorney Referrals information, and a link to the Martindale Hubbell site, which provides law firm and individual attorney ratings based on peer review); an Attorney Profiles section; a Practice Areas section; an In the News section (including Press Releases, magazine articles, newsletters, newspaper articles, publications by attorneys, and audio/video); a Consumer Tips page; a page dedicated to the Association of Trial Lawyers of America, including a link to the A.T.L.A. site; and Client area (including a secure username/password protected area, a bulletin board, and a guestbook). The site also has a complex site search function, to locate particular documents and information.
RosArt also developed and implemented an aggressive Search Engine Optimization plan, which (at the time) was a process not yet clearly identified, utilized, or regarded as an industry standard in the multimedia world. Later, as a part of this ongoing experimentation, we put into place an online promotional campaign, starting with a custom Pay Per Click plan for the firm's Fen-Phen case.
It was during this high priority, time-pressured situation that RosArt helped the firm pull in more than 2,500 new contacts within four months. As luck had it, the timing was right: Pay Per Click was a tool that was new enough to creatively achieve the desired results, and "proven" enough to be of real value. We had also found a way to use technology to aggressively promote the firm without using traditional advertising.
From that point forward, promotion has become even more aggressive. We have managed and tracked for efficiency, all of our promotional efforts for the firm.
The web site design, development, hosting, and promotion done by RosArt for Casey, Gerry, Reed, and Schenk, LLP, have not only benefited the law firm's own changing business, but have also helped to drive RosArt far ahead of the curve in the multimedia field. In this sense, CGR&S represents the opposite of the "holistic approach" we've come to adopt, namely since it was the client that allowed us to develop that very process. With the amount of "experimentation" we were contracted to do, "pre-planning" went out the window as innovation took over.
