Higgs Fletcher & Mack is a multi-service law firm that was founded in San Diego more than 70 years ago.
They have nearly 75 attorneys with experience in multiple fields of law, and an internal network of legal professionals that frequently coordinate between practice area groups that have multi-disciplinary dimensions. While one of the largest law firms in San Diego, they felt their name was still not “house-hold,” and they did not have the brand recognition that would attract partner-level talent required to grow in size and revenue
Stalwart Communications was hired to help. The agency quickly developed a multi-pronged PR approach to help position Higgs’ attorneys as expert sources in the media and to get more exposure, recognition and validation of their top-tier status. This meant having a keen understanding of the more than 20 practice areas and how to best leverage their specialties. With research and an understanding of national news and legal trends, Stalwart was able to offer media outlets timely, valuable content from relevant Higgs attorneys. The agency was able to take large, national issues and create compelling valuable propositions, offering Higgs’ attorneys as expert sources.
This resulted in placement in legal news sections , appearances on all of the major San Diego-based television stations, as well as op-eds in their target publications within one year. Stalwart Communications also worked closely with Higgs’ SEO firm to ensure the inclusion of prominent backlinks to raise the profile of the law firm’s online presence. In order to further validate and expose Higgs’ attorneys, more than 15 awards were also secured during that same period of time, including the San Diego Business Journal’s CEO of the Year and Best Places to Work awards, the San Diego Daily Transcript’s Top Young Attorney and Top Attorney awards, as well as the L.A. Daily Journal’s Top 75 attorneys in California award to name a few. Similar efforts also gained attorney’s placement on prominent and desirable lists such as Super Lawyers, and San Diego Magazine’s “Top Lawyers."
Additionally, Stalwart sought to gain greater recognition for Higgs’ numerous philanthropic programs and initiatives, particularly those that showcase the law firms emphasis and dedication toward education and diversity; both are of particular interest to potential new partners and associates. Feature articles surrounding these topics were secured in San Diego Metro Magazine, USD Alumni Magazine, The San Diego County Bar Association’s Bar Report and the L.A. Daily Journal. In addition, regular mentions appeared in other publications, both print and online, featuring Higgs’ philanthropic activities.
After one year of PR engagement, Higgs moved up two spots to rank as the 8th largest law firm in San Diego. Higgs attributes its 23 new hires since 2011 (a 30 percent increase in attorneys) largely in part to Stalwart’s efforts. Through strategic messaging and placement, the agency was able to position Higgs as a top-notch place to work by showcasing its positive work environment, employee growth and advancement, and a place that breeds and attracts the best attorneys in San Diego.
Lastly, highlighting the law firm not only as a leader in law, but as a steward in the community was extremely important to Higgs. Stalwart was able to highlight several programs including activities executed through Higgs’ Diversity Committee as well as attorney involvement in outside organizations.