Phillips Lytle

The Phillips Lytle Way.


Informed by extensive research conducted by BTI, clients of legal firms are demanding service above all else. Fortunately, a focus on serving clients and going above and beyond what is expected has been the Phillips Lytle way for nearly two centuries. We simply needed to bring greater attention to this fact.


We developed a fully integrated, multi-channel campaign touting “The Phillips Lytle Way,” the firm’s own special brand of service. We deployed earned, owned, and paid media, the latter of which included printed inserts and digital ads in regional business journals, as well as national contextual and behaviorally targeted digital advertising. All tactics directed prospects to a landing page where the full extent of Phillip Lytle’s service could be learned. We even developed a brand video that delved deeper into how the firm quietly goes about its business of serving clients every day.


During the first month of the campaign, traffic to was 84% higher than the industry average. Even more impressive, the firm’s social traffic increased an astonishing 470%. Beyond this, the campaign paved the way for a few new client engagements. But most importantly, the branding effort has helped solidify The Phillips Lytle Way as superior client service in the minds of those who matter most.