In The News

CASE STUDY

In 1997 after completing several projects for Casey, Gerry, Reed and Schenk LLC (CGRS), one of San Diego's oldest and most respected law firms, specializing in litigation and personal injury, I (a freelance graphic designer before joining the staff of RosArt Multimedia Inc. (www.rosart.com/multimedia.htm) [RosArt]) was contracted to design a new logo, stationery package, presentation folder, newsletter and new web site. Fred Schenk, a CGRS partner, with a background in advertising and marketing, became the lead contact for the project. When I mentioned that I had a friend who ran a multimedia company, it was decided that Jose Rosa, president of RosArt and Mr. Schenk should meet.

Initially, the web strategy discussions had centered on a brochure-type site. Mr. Schenk's well-tuned antennae, however, soon realized that there was considerable undercurrent to be explored in this emerging medium of custom web site design and implementation. With a natural fascination for technology, it was easy and fun for him to really get into this transition. He wanted his Firm's site to be great. Because of his inquisitiveness and foresight, as shown by his asking questions such as 'could we allow clients access to secure case information?' and 'can we integrate our daily activities into the site and make it a vital part of our way of doing business?' what was to have been just a brochure-type site, became an integral part of their operations and an award-winning showplace on the web, www.cglaw.com/cglaw.htm.

One of the first problems encountered was the hosting company that had initially been contracted, and its inability to provide all the necessary functions that the future site would need, such as a flexible, easily updated database, security of information accessibility, and cost effectiveness. Moving the site before it was published was critical, if there were to be uninterrupted service after the launch. After some lengthy deliberation and data showing that our servers were more reliable and better connected to the main network lines, had the ability to transmit confidential and secure documents, and most importantly, costs savings, CGRS decided to move the hosting of the site to Da Web Works (www.dawebworks.com), a division of RosArt created to provide high quality hosting solutions, which had recently been established.

Because CGRS is located in San Diego with its large Latino population, it was suggested that the site be translated into Spanish. Due to the site's increased size and complexity, this was a major job. It also created an issue as to whether the translation should be into the traditional formal Castilian Spanish or into a more southwestern United States regionalized version. We had contracted with a translator who used the Castilian and it was originally questioned, and found various champions for both directions, but eventually accepted by CGRS (www.cglaw.com/spanish/cglaw.htm).

Several areas of the site that contain information which frequently changes, were designed so that the administrative staff of CGRS could do this type of routine maintenance. With CGRS, as with all of our clients, we act as if we were an in-house department, and maintain an open communication line so that they can contact us to discuss any issues they might have. If there are any major changes to be made, they are evaluated to determine what will be the best way of handling them. Ongoing needs discussions lead to the inclusion of a section about CGRS's accomplishments. This would encompass awards won, articles written about CGRS and by the attorneys for publication. The source of the content for such a section boiled down to the framed items hanging on the walls- approximately 90 pieces, along with the documents stored in CGRS's computer database. This created a logistical nightmare. The attorneys and staff were busy doing what they are supposed to do, serve their clients. This part of the project ground to a standstill. It was going to become necessary to strip the walls bare of their framed contents.

The job was so great that it was necessary to uproot four graphic designers and programmers to obtain a truck and proceed to CGRS's office. Exercising great care, they brought all of the frames back to our office where, one-by-one, they removed the documents from their frames, scanned them, included the text, reframed them and returned them to their places on CGRS's walls.

Somewhere during the entire process it became a running joke that RosArt had a P.I.N. department, meaning "Pain In the Neck". This was due to the constant problems of needing more than one e-mail or phone call to some of CGRS's staff for the material needed for the site. It's not that there wasn't cooperation, only as stated before, that CGRS's attorneys and admin staff were busy doing what they are supposed to do. They just needed constant but discreet reminding that certain areas of the site still needed input before it was finished. The P.I.N. Department has remained in place to this day and in fact has become a point of pride.

It's a constant education for most of CGRS. At a recent presentation to the administrative staff, they were made aware of an area that was constructed just for them, almost two years before, which had not been used. During this presentation, the admin staff realized that this section could make their jobs easier if a few additions were made and came up with suggestions, which were implemented and will now be part of the site. Most importantly, when a new client first walks in the CGRS door, they are immediately logged into the site to record their name, address etc. and are given a user name and password that they can use to access information about their case.

The attorneys and staff were reminded that general e-mail is not the way to send sensitive information to and from clients. It was suggested CGRS purchase their own "ssl" certificate for this area, which would encrypt all of the information. With this section added, the site has now become the virtual office of CGRS; accessible from anywhere the Internet can be reached. The web site will now be used for secure transmission of confidential documents.

Another less obvious problem was the number of areas of practice CGRS was involved in. A primary goal for the site was the ease of locating it on the search engines. Due to the wide range of services offered, it was difficult to get the search engines to rank it highly within any single search category. A strategy was worked out that would help guide the search engines to the information they required and so the rankings began to climb. As Mr. Schenk became more aware of the value of the site, additional items, such as specially created doorways and satellite pages, continue to be added. The constant push to expand the possibilities and learned expertise in this area, lead to the creation of another RosArt division, Advanced Web Promotion (www.advancedwebpromotion.com), which specializes in Search Engine Optimization.

AWP is specifically focused on search engines and assuring that client sites can be found easily. CGRS has since purchased several additional domain names and its keyword information is now continually updated within 30 separate search engines. The past 12 months data shows this promotional effort has been very successful.

With CGRS recently joining three other law firms around the United States, as Herman Mathis Casey and Kitchens (www.hermanmathis.com), the value and use of the site has become even more evident. With several large impending lawsuits, communication and transmission of secure and confidential documents has become one of the primary uses of the site. This new "mega-firm" has now begun a promotional effort with AWP to obtain optimum search engine placement.

The new mega-firm is now considering using their planned site for web-based teleconferencing. Video and audio equipment would be installed at all CGRS's offices including the main office in Atlanta.

Casey, Gerry, Reed and Schenk have evolved into one of the most innovative and technically aware clients that Rosart has. Probably one of the most technically advanced law firms, as far as web use is concerned, in the United States. CGRS is always eager to listen to suggestions about what can be done to improve the site, make it easier to find, and what can be done to increase traffic. More traffic meaning potential new clients. Their "unique" hit count continues to increase and they can usually be found on the first three pages of results on most of the search engines.

We find that the actions of at least one curious and imaginative member of CGRS have brought this comfortable and long-established law firm into the 21st century. Fred Schenk's hooking up with Jose Rosa turned out to be serendipitous for both sides. In the process of RosArt bringing their first law firm on-line, and CGRS realizing the full potential of the World Wide Web as regards their operations, both companies received valuable lessons to help them grow their respective businesses into the new medium.

Written by Tom Hedges and Curtis Long.[/RosArt]