GOODWIN PROCTER LLP
Spotlighting a Leading Law Firm on the National Stage

Goodwin Procter is one of the nation's leading law firms, with expertise in corporate, litigation, real estate, financial services, intellectual property, and specialty practices, including environmental and employment law. Despite having broad expertise and its 650 attorneys spread among its offices in Los Angeles, New York, San Francisco and Washington, D.C., Goodwin Procter was regularly cast in the media as a Boston-based firm.

Working with the in-house marketing team, a one-year program focused on generating national media coverage by targeting top-tier, national media; zeroing in on selected practice areas for positioning select partners as experts; introducing attorneys to key beat reporters; and inserting attorneys' expert analysis into major breaking news and current trend stories.

When the Department of Housing and Urban Development (HUD) announced a new proposal that would shake up the mortgage industry, and when national airlines were threatened with bankruptcy, Goodwin Procter attorneys were successfully pitched as experts to such outlets as USA Today and the Associated Press, followed by additional placements and interviews in publications throughout the country. A panel presentation on bank thrifts by the firm's financial services chair resulted in an American Banker feature story, in which the attorney was heavily quoted. In addition, several corporate and securities law attorneys were pitched to Bloomberg and Reuters on a variety of breaking news stories; reporters there now rely on these attorneys for regular commentary.

After one year, a core group of Goodwin Procter attorneys were firmly established as trusted experts with some of the nation's top financial, business and legal reporters.

This case history describes a program created by the principals and senior staff of Solomon McCown & Company while we were members of a prior agency co-founded and managed by Helene Solomon.