The Power of Brand Building Through Multi-Channel Advertising

In today’s competitive legal landscape, building a recognizable and respected brand isn’t just about providing exceptional legal services; it’s about effectively communicating your law firm’s unique value across multiple channels. Multi-channel advertising has emerged as a powerful tool to achieve this, enabling law firms to reach diverse audiences, reinforce their brand identity, and achieve measurable results.

Why Multi-Channel Advertising Matters

Multi-channel advertising leverages traditional and organic strategies for impactful marketing. By taking a unified approach to communication across multiple, diverse points of engagement, law firms can strategically meet the client where they are, whether that means out-of-home, on social media, or via email.

Multi-channel advertising allows law firms to:

• Enhance visibility: Reach clients across platforms—whether online, in print, or at events.
• Build credibility: A consistent presence across channels reinforces trust and expertise.
• Drive engagement: Tailored messages encourage interactions with diverse audience segments.
• Measure impact: Data from multiple channels provides a comprehensive view of campaign success.

A successful multi-channel campaign rests on traditional marketing principles: clear objectives, aligning messaging with firm identity, and using key performance indicator (KPIs) to measure results. But multi-channel campaigns build on that foundation by integrating goals, messaging, and insights into a comprehensive advertising strategy that can be adapted for any medium.

Best Practices for Multi-Channel Campaigns

Define Clear Objectives

A campaign’s success begins with defining specific, actionable goals that align with a firm’s broader strategy. Having a clear objective—whether it’s recruitment, client engagement, or brand awareness—is essential for guiding creative direction and ensuring measurable outcomes.

Cubicle Fugitive partnered with Smart & Biggar to solidify its reputation as Canada’s preeminent IP law firm and increase national brand awareness. The multi-channel campaign included print, digital, and social media strategies targeting Canadian companies and law firms. Internally, we developed an employee branding campaign with events, promotional materials, and marketing collateral to ensure staff could embody and communicate the firm’s values.

The result was a cohesive brand identity that resonated with clients and employees alike, contributing to Smart & Biggar’s growth as part of the IPH Limited group, a global network of intellectual property firms.

The campaign demonstrates the power of aligning clear objectives with a multi-channel approach, ensuring every tactic serves the overarching goal.

Align Campaigns with Firm Identity

Successful multi-channel campaigns must reflect a firm’s culture and values to be effective. At Cubicle Fugitive, we believe the most successful brands are built from the inside out. For law firms, where the "product" is inseparably tied to the people delivering the service, this alignment ensures that every client interaction reinforces the firm’s credibility and quality.

Consistency between internal and external messaging is vital. Campaigns that engage both employees and clients demonstrate that the firm truly lives its values, fostering trust and pride among staff.

When we partnered with Miller Thomson on their employer branding campaign, we conducted extensive interviews with employees across all roles to uncover the firm’s authentic culture. The resulting campaign included employee testimonials, visually compelling ads, and a digital videovertising strategy.

This approach successfully enhanced Miller Thomson’s reputation as an employer of choice, leading to increased job applications, improved employee engagement, and greater morale.

Combine Traditional and Organic Efforts

While traditional media can still be an effective tool for building awareness, its value increases when paired with digital and social strategies. This philosophy guided our work with clients like MacDonald Illig, where we developed an integrated campaign that leveraged traditional and digital channels.

Drawing on MacDonald Illig’s deep community ties, we created a print and social media campaign highlighting the firm’s commitment to clients and the Erie region. With the tagline “Expect More from MacDonald Illig,” the campaign tied the firm’s storied legacy to the community’s success, ensuring a consistent and impactful brand presence across all touchpoints.

Measure Success Holistically

Effective multi-channel campaigns need to go beyond tracking website traffic and impressions and include qualitative feedback to understand how audiences engage with your firm’s message.

For Loopstra Nixon, the goal was to showcase the firm’s audacious approach to law and build brand awareness among prospective clients and lateral lawyer hires. The campaign centered on visibility in Toronto’s PATH system, a high-traffic pedestrian network frequented by professionals. Bold posters featuring QR codes were complemented by a social media strategy that engaged employees, offering prizes for sharing campaign-related photos on LinkedIn.

This multi-faceted approach led to increased website visits, inquiries, and glowing client feedback such as, “Whatever you’re paying your marketing people… it’s totally worth it. I’ve been loving the Loopstra Nixon advertising campaign in the PATH!”

In this case, both the data and human feedback demonstrated the campaign’s impact on both business outcomes and brand perception, making it a success by any measure.

Amplifying Brand Impact

Multi-channel advertising isn’t just about spreading your message—it’s about creating meaningful touchpoints that resonate with your audience. By aligning clear objectives with your firm’s identity and using traditional and digital strategies, law firms can build stronger, more memorable brands.

The insights demonstrated by real-world examples like those of Loopstra Nixon, Smart & Biggar, Miller Thomson, and MacDonald Illig show how multi-channel advertising delivers measurable results while ensuring your message reaches your target audience.

Today’s clients expect personalized communication and they expect it on their terms. A thoughtful multi-channel approach ensures your firm stands out and connects with clients for the right reasons. Whether through bold campaigns in high-traffic areas or targeted social media strategies, multi-channel advertising elevates your brand and builds lasting connections.

Ready to amplify your brand? Partner with Cubicle Fugitive to harness the power of multi-channel advertising for your next campaign. Contact us to learn more about how our comprehensive approach to brand and audience development can help you achieve your firm’s business goals.