Matthew Bender & Co. (now part of Lexis Nexis) was a leading publisher for attorneys with expertise in numerous niche areas like privacy, product liability, trademarks and patents, bankruptcy, tax, criminal law, white collar crime, child advocacy, entertainment, environmental law and more.
Lande PR built a Thought Leadership program from the ground up, by developing and publicizing specific authors in all of these niche areas for 10 years. The result was tremendous coverage in the legal press, B2B media relevant to each specialty (environmental law to environmental industry publications, etc.) as well as mainstream media including The NY Times, ABC Nightline, King Feature Syndicate, Los Angeles Times, and more.
When the company celebrated its Centennial, LandePR created an award-winning campaign- utilizing three generations of Matthew Bender customers: law firms.
With specific regard to the company’s Centennial celebration, Lande PR created an award-winning ‘feel-good’ campaign, asking in the ABA Journal, “Is the law a tradition in your family? Matthew Bender wants to know.”
With Matthew Bender IV still active in the legal publishing business begun by his great-grandfather, LandePR had the company honor Matthew Bender customers (law firms) made up of at least three generations of practitioners in the same specialty area. Over 1,100 firms responded to the initial ad. Twelve were selected–differing in niche areas of practice, geographical locales, race, religion, gender, and Matthew Bender products used throughout the existence of the firm. Each was then photographed, interviewed by me and Lande PR and featured, one per month throughout Matthew Bender’s centennial year, in a center-spread, 4-color space ad in the ABA Journal and related specialty journals.
Hats off to Lande PR! Sales went through the roof.
-Michele Zeitz, (Former) Director of Advertising & Sales Promotion, Matthew Bender & Company, Inc.