differentiate in a crowded market
As one of Wisconsin’s leading personal injury law firms, Cannon & Dunphy needed to differentiate itself in a crowded, competitive marketplace. Versant leads the law firm’s marketing strategy, creative execution and media planning.
Using proprietary research, Versant identified and defined why prospective clients should choose Cannon & Dunphy over the competitors. Based on the findings, Versant used real people and real stories to connect with people in the community. The series of TV commercials (also converted for website use) showcase the law firm’s ties to the greater Milwaukee community.
Cannon & Dunphy experienced a marked increase in telephone inquiries, attorney referrals, website visits, and website generated leads and contacts. Because of this success, Versant has created more than 80 television commercials and videos for Cannon & Dunphy, with 25 new videos in production.
“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.”