NO. 03Kaleidico Digital Marketing

KALEIDICASE STUDYThe Bernstein Law Firm

The Challenges | 1

THE CHALLENGES

• Humanize and improve the client’s imagewith branding and content

• Enhance the client’s social media presence

• Improve performance of the client’s

paid search engine marketing

The Background | 2

Numerous stereotypes persist for trial lawyers, most of which

aren’tparticularly kind. This client approached us looking to soften

their brand’s image while still portraying their firm as aggressive enough

to fight for their own clients. Further, this client was experiencing

increased pressure from competitors in their marketplace, and our

expertise was sought to improve the performance of their

pay-per-click (PPC) advertising efforts.

The Background

The Solution | 3

THE SOLUTIONSocial Media, Messaging Strategy, Blog and

Custom Content, Paid Search (PPC)

The Solution | 4

The Solution

To help convey the client’s self-styled portrayal as a civic-minded,

family-oriented personal injury law firm, Kaleidico first began a

social media campaign aimed at educating the public on how to

avoid injury in the first place. These came in the form of several

content series’, featuring tailored branding elements on Facebook

containing shareable public safety tips, timed to coincide with

an increase in summer usage of automobiles and personal

watercraft. These were then syndicated across social channels,

and supported with select, low-dollar, paid promotions.

The Results | 5

THE RESULTS

The Results | 6

The Results

Through branded educational posts to Facebook and Twitter,

inspired by both new and repurposed content, positive engagement

on social media channels increased, as did the frequency of

shareable, branded materials.

On the paid search front, Kaleidico discovered several important

keyword opportunities that were previously absent from the firm’s

campaigns. We had isolated specific search language used by

customers (the firm’s clients) that the firm wasn’t aware of.

This was another case where one of Kaleidico’s maxims--that

customers don’t always talk about your brand the same way that

you do--proved accurate. These previously neglected search terms

opened new PPC opportunities that continue to yield quality leads

and cases to this day.