QUINCY, MASS. – January 7, 2004 – Since 1863, Hemenway & Barnes (H&B) has provided its clients a highly sophisticated and unusual offering of both legal and fiduciary services. Now with the help of a new awareness building campaign from strategic communications agency Devine & Pearson (D&P), more people will know about H&B's long term, caring commitment to individuals, families, businesses and nonprofit organizations. Elements of the campaign include proprietary research and positioning development, print advertising, a new corporate brochure and Web site refinements.
"Although Hemenway & Barnes is a Boston institution, it remains a small, intimate organization with a very different culture from other law firms," states Philip Mathews, senior vice president at D&P. "Hemenway & Barnes focuses on advising clients for long-term success and well-being and it provides ongoing access to senior partners. Our work had to capture this longer, caring view and senior staff commitment."
H&B executives chose "A wealth of experience seeing families and businesses thrive" as the positioning line and this theme is incorporated into three new print ads running in the Wall Street Journal New England Edition, the Boston Business Journal and Playbill. Each ad speaks to a different potential client base including individuals and families, businesses or nonprofit organizations.
Other critical campaign components are a corporate brochure and Web site enhancements. Currently in the final design stages, the brochure further defines H&B, incorporating its new positioning and information on key practice areas and partners. Additionally, the Web site will be upgraded to communicate and support the new positioning in the firm's overview as well as through company news and leadership events.
