‘Meet the Attorneys’ videos win second place in international legal marketing contest

April 21, 2015 | 7:01 am


Chain | Cohn | Stiles was named a second-place winner in the 2015 “Your Honor Awards,” presented by the Legal Marketing Association at its 30th international conference in April 13 in San Diego.

Chain | Cohn | Stiles won second place in the “Advertising” category in the annual Your Honor Awards, which is the only awards program of its kind in the legal field. The law firm won second place for its “Meet the Attorneys” videos,

The “Your Honor Awards” – which included 170 entries in 16 categories from law firms throughout the world this year – recognizes “creativity, execution, achievement and overall excellence in legal marketing, business development and communications,” according to LMA. The award recipients, according to LMA, are recognized “for their industry-leading work.”

The videos are airing now on Kern County television stations as 30-second spots, and can be found online at Chainlaw.com, including 90-second spots. They’re aimed to give viewers a better idea of who their hometown attorneys are, why they became lawyers, and how they could help viewers in the chance they ever needed to contact the firm.

Chain | Cohn | Stiles worked together on the videos with Bakersfield-based Scope Studios (Scope Creative Agency). The videos in December won first place in the advertising category in the California “Your Honor Awards.”

“We’re incredibly honored to have received this outstanding recognition from the largest legal marketing group in the world,” said David Cohn, managing partner for Chain | Cohn | Stiles. “It speaks volumes about our commitment to portray our law firm and attorneys in the same way we practice law: with utmost professionalism. Our firm is composed of compassionate and talented lawyers, and I think our television campaign brings that out.”

LMA is a non-profit professional organization founded in 1985 for those in marketing, business development, client service and communications within the legal profession. It has more than 3,500 members in 48 U.S. states, Canada and 15 other countries.

The Legal Marketing Association summarized Chain | Cohn | Stiles’ videos as follows:

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Too often, the general public has a perception that lawyers are disconnected with the clients they serve. It’s important for the public to view their attorneys as approachable, yet, professional. The goal in the latest video advertisements from Bakersfield, Calif.-based personal injury law firm Chain | Cohn | Stiles was to break the disconnect barrier in its hometown, and to humanize its attorneys.

The firm’s commercials and Web videos, titled “Meet the Attorneys,” give the public a chance to get to know the firm’s lawyers on a personal level — learn why they became lawyers, what they like most about their jobs and how they can serve them.

The firm created two versions of these videos: The 30-second commercials would appear on local television, and 90-second versions would reside on the firm’s website.

Working with a Bakersfield-based film company, Scope Studios, the firm recorded all seven of the attorneys in similar fashion, answering questions in a candid interview-style format. The hope through these videos is that viewers would choose the attorneys based on their personalities and likability, history in Bakersfield, and their professional accolades. The biggest challenge was trying to develop something that wasn’t the typical personal injury lawyer commercials the public has come to expect — with a “call to action.” The goal was to brand.

From the background music and the slow motion shots of staff to the historical images of the lawyers, the videos put prospective clients in the firm’s offices — showing the care and compassion the firm gives each client. Even without a call-to-action message, the firm received a surge in calls following the videos debut. The videos will be used for more than a year on local TV and on its website. 

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Learn more about the awards and winners by clicking here. To watch the award-winning videos, click here.

To read media coverage of the award, click here to see a mention in The Bakersfield Californian.

CCS Meet the Attorneys videos win statewide award

December 18, 2014 | 9:52 am


The Bakersfield-based personal injury law firm Chain | Cohn | Stiles has been named a 2014 winner of the Legal Marketing Association’s “Your Honor Awards” in California for its “Meet the Attorneys” videos.

Chain | Cohn | Stiles won the “Advertising” category in the annual Your Honor Awards in California, which is the only awards program of its kind in the legal field, and recognizes “creativity, execution, achievement and overall excellence in legal marketing, business development and communications,” according to LMA.

The videos are airing now on Kern County television stations as 30-second spots, and can be found online at Chainlaw.com, as well as longer 90-second spots. They’re aimed to give viewers a better idea of who their hometown attorneys are, why they became lawyers, and how they could help viewers in the chance they ever needed to contact the firm.

Chain | Cohn | Stiles worked together on the interview-style videos with Bakersfield’s Scope Studios.

You can watch all of the award-winning videos by clicking here, or on the Chain | Cohn | Stiles website here.

“What makes this award something to be proud of is that our firm doesn’t resort to unprofessional legal advertising that many other law firms and attorneys rely on,” said David Cohn, managing partner for Chain | Cohn | Stiles. “We are simply telling our attorney’s and law firm’s stories in an effort to help our local community.”

LMA is a non-profit professional organization founded in 1985 for those in marketing, business development, client service and communications within the legal profession. It has more than 3,500 members in 48 U.S. states, Canada and 15 other countries.

The competition included three chapters in the California region of LMA –Southern California, Los Angeles and Bay Area chapters. Bakersfield’s Chain | Cohn | Stiles beat out advertising campaigns from law firms throughout the state.

Read this excerpt from the contest submission by Chain | Cohn | Stiles to learn about the background of the “Meet the Attorneys” videos:

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Too often, lawyers have a disconnect with the clients they serve, or at least that’s the perception the general public can have. It’s important for the public to view their attorneys as approachable, yet professional.

The goal in our law firm’s latest television commercials was to break the disconnect barrier in Bakersfield, and we believe we have achieved that goal.

We titled our newest commercials and web videos as “Meet the Attorneys” to give the public a chance to get to know our lawyers on a personal level — learn why they became lawyers, what they like most about their jobs, and how they can serve them. We created two versions of these videos: the 30-second versions of these commercials would appear on local television, and longer 90-second versions would be available on our website.

Working together with a Bakersfield-based film company Scope Studios, we recorded all seven of our attorneys in similar fashion, as they answered questions in an interview-style format.

Our firm, Chain | Cohn | Stiles, is the oldest personal injury law firm in Bakersfield, celebrating 80 years in 2014. It is a recognizable and widely-respected firm in our area. The general public knows our firm by name, and even many of the attorneys by name. But they don’t necessarily know the attorneys personally — that is, until clients actually hire them.

The attorneys are all either born and raised in Bakersfield, or have called the city home for many, many years. It’s something the firm prides itself on — being a firm of local attorneys who care about the people in their hometown.

Another hope through these “Meet the Attorneys” videos was that viewers, after watching them, would choose our firm based on all of the above — their personalities and likability, history in Bakersfield, and their stellar professional accolades.

In the end, we developed videos that didn’t resemble anything similar to other law firms in our area (or state or nation, for that matter). From the retrospective background music, to the slow motion shots of staff members and attorneys in the office, to the historical images of the lawyers, the videos put prospective clients in our office, and lets them see the day-to-day business — showing the care and compassion we give each of our clients.

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To learn even more about the award-winning videos, click here to view a previous blog post on the unveiling of the videos.

And to see a mention of the statewide award in the local newspaper, The Bakersfield Californian, click here.