A partnership with the Tennessee Titans brings exciting opportunities for multi-million dollar law firm
Preparation
Results from focus groups showed that, in order to make the Titans partnership successful, we needed to make the Hughes & Coleman brand more fun, youthful, and relatable. We began positioning the partners as the warm, family-oriented gentlemen they are - men who are as comfortable in a three-piece-suit in a courtroom as they are in their Titans gear at Nissan Stadium. I took all new photos of the founding partners and their family members who were active within the firm, making sure their personalities were accurately reflected on camera.
A major advantage of the Titans partnership was leveraging ticket giveaways and the Titans fanbase to build our email database. As we transitioned from Constant Contact to Salesforce Marketing Cloud, we wanted to maximize the value of the new platform and expand our mailing lists significantly.
We utilized signup forms on our Titans subdomain to obtain contact information and push traffic to our website. Post-game emails and giveaways directly from the Titans also directed fans to our signup form, boosting our visibility and providing more opportunities to grow our database.
Eblasts reaching thousands of individuals were sent regularly to inform our audience about the partnership as well as promote ticket giveaways.
I managed the designing and ordering of new co-branded promo items, adhering to the Titans’ brand guidelines and ensuring all merchandise was approved by the Titans organization.
Giveaways and winners were announced on social media, with sweepstake opportunities boosted on Facebook and Instagram to increase visibility and engagement.
Fresh Faces
We began pushing content and commercials featuring other attorneys, team members, and their families to showcase the talent and diversity in the firm.
