Hammerle, Finley & Scroggins Law Firm
A law firm with multiple areas of practice needed an opportunity for wider exposure within the Dallas-Fort Worth market, promoting brand awareness and specifically their specialty in elder law.
With manager and senior attorney Virginia Hammerle’s affinity for sharing her expertise through educational writing, Jason Pena worked with the DMNmedia team to propose a weekly advertorial in The Dallas Morning News Seniors pages. The advertorial placement would both augment the target segment and benefit from anchoring that section in the newspaper. Tailoring the column-style advertorial for the Seniors section, Hammerle could now reach a highly engaged audience through a range of different topics relating to their elder law practice.
After more than a year of her weekly “LegalTalk Texas” advertorial column, the firm has seen an increase in clients who learned about their services from its presence in the paper. “We get emails from readers commenting or asking follow up questions on columns, people who contact us for copies of past columns, and I’ve had a number of clients come into the office with a clipping of an actual article,” Hammerle said. Very pleased with the results of their partnership, Hammerle is confident that the column has raised awareness of the law firm within the community.
Along with these tangible instances of the advertorial’s success, Hammerle constantly meets people who say they read her column every week, even some expressing appreciation for a certain column by name. “There’s definitely a direct correlation between the column running and an increased demand for services, even in our other areas of practice,” Hammerle said. “We receive a lot of feedback that the column is being read and beingused as a reference, which exceeded what DMNmedia had represented it would bring to the table.”