Case study: Bisnar Chase

Bisnar Chase, an Orange County law firm, was looking to revamp its image, raise its profile, and attract more clients after nearly 30 years ofwork in the field of auto product liability. 
Cook & Schmid developed an integrated marketing communications programand managed teams of experts to establish a brand that would accurately represent the firm’s focus and strengths and raise awareness among key stakeholders, including referral sources.  Individual components of the plan included:

POSITIONING
Cook & Schmid conducted primary and secondary research, then crafted positioning to highlight Bisnar Chase’s competitive differentiators.  Unlike competitors, Bisnar Chase had relationships with the country’s best technical experts and the resources to invest in crash testing, which could cost up to half a million dollars and make the ultimate difference in court.  Cook & Schmid positioned Bisnar Chase as an attractive referral partner for other attorneys with complex liability cases and fewer resources or less experience.  For consumers, Cook & Schmid positioned Bisnar Chase as a firm with the courage and the resources to takeon the biggest auto manufacturers in court and a reputation for winning tens of millions of dollars in settlements and judgments.

BRANDING
Cook & Schmid led a team of experts in designing a brand image that conveyed strength, experience and compassion.  Branding deliverables, based onthe brand attributes described above, includeda logo, color palette and corporate identity guidelines for advertising and Web site development.

WEBSITE
Cook & Schmid managed a team of designers, photographers and Web developers to create several Web sites for Bisnar Chase.  These sites targeted different audiences, including other attorneys www.apllawyers.com to drive referrals and consumers www.bisnarchase.com. 

ADVERTISING
Cook & Schmid worked with designers and photographers to develop a series of trade advertisements that were notable for their departure from the typical attorney's ads.  Consistent with the brand image, the ad series set a new standard in the Orange County market, created buzz in the Southern California legal community and drove prospective referral sources to the Web site www.apllawyers.com, where viewers found significant background information on the firm, its partners, referral program, and technical expertise.

Advertorials: Cook & Schmid wrote the copy, photo directed, and managed graphic design for a series of advertorials that ran in Orange Coast Magazine and Riviera, two top consumer publications in the client’s area.  The advertorial copy directed clients to the supporting Web site, www.bisnar-chase.com.  The copy, written by former journalists, told compelling stories while communicating important brand messages.  The strong, unorthodox photography conveyed the firm’s blend of brash conservatism.   

Benefit auction and office opening: Cook & Schmid organized an open house and launch party for the opening of Bisnar Chase’s new offices. The invitation list was a Who’s Who of the Orange County legal and civic community.  To increase attendance, make the event memorable and reinforce the brand attribute of compassion, Cook & Schmid designed the event as a benefit for a brain injury foundation, including a silent auction for a Mercedes roadster, LA Lakers memorabilia and more.