Finding new ways to market a business in the Covid climate takes skill. Marketing a unique company like a law firm takes having a gift in marketing. Anne Parys has this gift. As marketing director of Rothman Gordon PC, she found a way to market the law firm through the murky waters of COVID 19.
What’s even more unique about Anne’s achievement is that she found herself needing to market the law firm from two different perspectives. She developed marketing plans to target B2B clients as well as B2C clients.
Getting to know Anne
Anne has been Marketing Director for Rothman Gordon for 17 years. Before starting at this firm, she was Sr. Marketing coordinator for Deloitte Management Consulting firm, where she focused on accounting marketing. Her background in professional marketing has enabled her to look at all avenues of marketing and create the most effective plans possible.
As the sole member of the marketing department, Anne wears many hats interchanging them to fit the marketing plans she creates at Rothman Gordon.
Rothman Gordon is a Pittsburgh Pennsylvania-based law firm founded in 1954. This 25 attorney firm specializes in a suite of services for individuals, organizations, and closely-held and family businesses. They specialize in areas from personal to corporate law.
Adapting to a changing marketing landscape
Many businesses have had to adjust to a new way of marketing due to the pandemic. Anne became much more creative with her approach. The relationship-based marketing the attorneys were used to needed to be changed to an online strategy.
For these attorneys, Anne jokes that they do not want to be the first. When presenting any new ideas to them, they would always ask who else has done that. This was counterintuitive to the market process, Anne shares. Because there were so many changes due to the pandemic, they were forced to step out of their comfort zone.
They were concerned about ethical issues and client confidentiality concerns and if a social media presence would hinder this. Because attorneys are their product, they can feel possessive about their methodology and client base. Their reputation…