Cannon and Dunphy: TV Commercials and Web Videos

What if…

…one of the top personal injury law firm’s in Milwaukee market wanted to differentiate themselves in an increasingly crowded and competitive market? 

What If? Becomes Reality

That was our challenge with Cannon & Dunphy, one of Southeastern Wisconsin’s top personal injury law firms dedicated to helping wrongly injured people of auto accidents and other tragic events.

 To tackle this challenge, Versant helped identify and define why prospective clients should choose Cannon & Dunphy over their competitors through Versant’s proprietary qualitative research approach called QuickPulse.  

Based on our findings, Versant used real people and real stories to build connections with viewership and people in the community.  The series of TV commercials (also converted for web use) emphasized the community ties both Bill Cannon and Pat Dunphy have to the Greater Milwaukee community. 

What If? Becomes Wow!

Post the launch of the advertising campaign, Cannon & Dunphy saw a marked increase in inquiry phone call volume, website visits, qualified leads and website generated contact information requests.  They also experienced an increase in attorney referrals, media requests for thought leadership and position on national policy (most notably surrounding the Badger Gun Case and Milwaukee City Police).

“The interviews of our clients and the time Versant took to get a sense of what characteristics make our firm different led to ‘capturing our brand,' not attempting to ‘create a brand’ that was not an accurate reflection of who we are.  Versant’s time and insight took us to the heart of what makes Cannon & Dunphy a great firm.  Versant’s skill informs the public of why we are a unique and great firm. Our ads are not more lawyer noise. Our ads are us.”  — Pat Dunphy, Partner, Cannon & Dunphy