A successful business launch requires an effective strategy, a creative eye and new media. Case closed.

Challenge

F. Peter Phillips, Esq. was set to launch a solo practice specializing in arbitration and mediation. As a new arbitrator/mediator, he needed to quickly establish himself in a competitive industry where reputation means everything. Although Mr. Phillips’ credibility as an expert in the field of international ADR was well-established, his new venture, Business Conflict Management LLC (BCM), would need a recognizable brand that created a compelling and memorable perception of Mr. Phillips’ expertise. Also, as a business owner with a limited budget, Mr. Phillips needed to get the most from any dollars spent on marketing activities.

My Approach/Role
I was retained as a marketing and branding consultant to formulate a comprehensive marketing strategy for BCM and to direct all aspects of the design, production and delivery of corporate materials. In representing Mr. Phillips’ interests, I was responsible for crafting and executing a branded identity campaign for BCM, crafting an email-based communications plan to best promote Mr. Phillips’ expertise, and providing creative consulting services related to the development and delivery of a corporate website. On behalf of BCM, I also acted as the primary liaison with an external creative firm, establishing project budgets and managing timelines.

Solution
In addition to providing ongoing consulting services and guidance since 2008, my turnkey solutions provided BCM with a complete visual brand and stylish, yet professional, marketing deliverables, including:

• Corporate Identity – Branded materials included a company logo, business cards, stationery, note pads, and folder.
• E-Newsletter – Sent quarterly to 2,800 contacts via Constant Contact, these e-communiqués demonstrate expertise and provide valuable business-centric information to potential clients.
• Announcement Card – Distributed to 2,300 contacts to announce the new venture.
• Holiday Cards - Distributed to 500 contacts to help keep BCM front-of-mind.

Most notably, I directed an external design firm in the development of a custom website at www.BusinessConflictManagement.com. The BCM website provides an online presence for the business by displaying Mr. Phillips’ resume, professional summary, references, and announcements. It also showcases Mr. Phillips’ extensive, and growing, expertise, featuring updated listings of his speaking engagements (with selected audio clips) and his published bylined articles (with full text and downloadable PDFs).

When Mr. Phillips needed a platform for more timely publishing and wanted to open a dialogue with his prospects, the Business Conflict Blog was launched. Although at first hesitant to embrace this new technology, Mr. Phillips has seen his efforts achieve a substantial increase in website traffic. His growing list of subscribers now receives weekly posting alerts, keeping Mr. Phillips top-of-mind.

Outcome
In the 18 months since the launch of the BCM marketing initiative, Mr. Phillips has received a number of consulting queries and was appointed to nearly 30 commercial mediations. The website has garnered much attention, supplying useful information to hundreds of visitors each month – and growing. In July 2009, the Business Conflict Blog was featured by The National Arbitration Forum in “New ADR Blogs to Add to Your Reading List.”

Design Partner: CS Designworks