Waller, Nashville’s largest law firm with more than 200 attorneys in locations around the country, was looking to reaffirm its position as Nashville’s top law firm while raising awareness nationally and in key industries and markets. The 2011-2012 year was one of significant change for Waller, highlighted by a new brand and expansion into Austin. This required a media campaign to maximize changes while underscoring the firm’s depth and diversity.
Emphasizing consistency amid positive change, the comprehensive media relations program generated constant local, regional, national and trade coverage. To secure trade coverage in important outlets, editorial calendar topics were matched with Waller attorneys, who commented as experts or authored articles. The campaign elevated Waller’s name nationally by leveraging hot-button health care issues that regularly placed attorneys on CNN and Fox News. Meanwhile, an aggressive local component launched the new brand and produced features and Q&As of Waller’s activities in Nashville, Birmingham and Austin.