Kubasiak, Fylstra, Thorpe & Rotunno, P.C. attorneys are well-regarded for their client work in a wide variety of complex business-related and individual legal matters. But the firm’s Chicago-based lawyers also are quite busy. Such hectic schedules mean they have little time to develop and execute integrated thought leadership campaigns to promote their diverse and full-service practice.
With such a diverse range of practice areas – from liquor regulation to employee benefits – The Simons Group developed thought leadership strategies for the firm around specific industries like construction and manufacturing. Leaning on decades of combined experience, The Simons Group and KFTR collaborated on content creation and promotion that would be targeted at established industry publications; in turn, this “earned media” would increase KFTR mindshare among industry leaders and further the firm’s marketing objectives.
In 2013, KFTR and The Simons Group partnered to develop original, bylined content and then pitched it to dozens of outlets. It appeared in well-established print and online publications such as Manufacturing.net, Industry Week, Food Manufacturing, Manufacturing Business Technology and Construction Business Owner.
By industry, here’s a look at the results:
Content type: Bylined column on economic development incentives
Audience: C-Suite executives, plant engineers, procurement specialists and product designers in contract manufacturing; computer, electronic and electrical equipment/components; medical and dental devices; and automotive, aerospace and manufacturing equipment.
Combined circulation (online & print): 250,000-plus
Content type: Bylined column on construction contract best practices
Audience: Construction company owners, presidents and managers
Combined circulation (online & print): 80,000-plus