Indigo Marketing Group LLC | Homepage

Fresh Thinking + Deep Experience
Charting a Marketing Path for Small and
Mid-sized Professional Services Firms
About

Highly Skilled + Industry Knowledge

indigo |ˈindiˌgō| A deep purplish blue color that conveys trust, truthfulness
and stability, and is often associated with authority and royalty.

Insiders Knowledge

Indigo Marketing Group is a boutique consultancy that has lived in the world of professional services marketing for over 27 years. That seasoned knowledge, stability and authority means we understand the nuances of professional services firms. We also understand what buyers of those services are looking for and how they are looking for it. Our insider’s knowledge of the industry has shaped who we are as professional services marketers, consultants and thought leaders. We bring smart insight, wise advice and practical tools (tools that actually work) to the table to drive awareness, development and growth in our client’s firms. Having built brands for 50+ firms and marketing programs for over a dozen firms, we can quickly tell you where not to waste your time and steer you towards actionable marketing initiatives that work for today’s constantly changing industry of professional services.

One Focus

Having one focus—professional services marketing—means we’re not spread too thin or trying to be all things to all people. Rather, we thrive on harnessing the energy and abilities of small to mid-sized firms, only. We are passionate and smart about navigating the challenges and dynamics of each firm, as well as uncovering and presenting their story in a unique and compelling manner. Having been around the block a few times, we recognize the race is never over and we relish the opportunity to help you put your firm on the map!

Founder of Indigo Marketing Group LLC, Kim Proxmire is a senior-level marketing and branding strategist with nearly three decades of experience in the professional services industry. She has conceptualized the brand strategy and led teams in the creation of brands for dozens of national and international law firms, as well as accounting, engineering and consulting firms.

Kim advises firms on marketing strategy, works closely with management and practice/industry groups to identify, plan for and respond to marketing opportunities, and has built marketing programs for firms across the country. Her work includes individual and group training/coaching programs on the skills necessary for business development, as well as the development and implementation of individual plans to increase personal business portfolios and firm revenues. She has also conceptualized and successfully launched several women’s legal initiatives.

Prior to consulting, Kim spent a decade developing and implementing strategic marketing plans and initiatives as an in-house Director of Marketing for several Midwestern law firms and corporations including Macy’s and Anheuser-Busch.
Services

Smart Insight + Wise Advice

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Branding

A brand is not a logo or tagline alone. A brand is a distinct identity based on a promise of value different from others—even if that only means five degrees of difference. Professional services firms live in a crowded marketplace of similar looking services. Our goal is to uncover the firm’s promise of value and tell your unique story in a compelling manner, which conditions the sale before you meet your prospect and reinforces the sale after you succeed.

Working with clients to develop a brand strategy means that we look at things like – Who are you selling to? Who are you selling against? What are the features and benefits of your service? What are your strengths, opportunities, weaknesses and threats? This work culminates into a unique position, messaging platform and brand. Our experience shows brands created in the absence of strategy have little, to no, sustainability or impact on your bottom line.

Business Development

The business of law is changing like never before. Gone are the days of “marketing is just doing good work.” Today, lawyers are faced with the responsibility of building their own books of business—from associates to partners alike. Yet, this expectation may be vague, unsupported and unguided in many firms, which equates to wasted time and lack of real results. It’s not a one-size-fits-all effort. What works for one doesn’t necessarily work for another. Rather, business development can be an individual sport that is a perpetual, consistent commitment.

Our goal is to increase knowledge, awareness and responsibility for strategically targeting, attracting and developing business among the firm’s professionals, as well as practice/industry/niche groups. Actionable plans are the result of collaborative and guided meetings. For best results with staying on target and being accountable, we firmly believe in quarterly “checkups” to review progress, which is often the difference between progress and no progress.

Client Surveys

Client surveys have long been one of the most cost-effective marketing and practice management tools available to professional services firms and they project a clear signal the firm is committed to delivering quality services. Yet, many firms still underestimate their importance. Through a deeper understanding of what clients really want and need, firms can play to their strengths while taking the opportunity to address their weaknesses—a win/win for all.

Whether the primary intent of the client survey is to identify the level of satisfaction clients have with the firm’s delivery of services, or to provide a baseline of data designed to provide clear direction in establishing or improving the firm’s brand, communications, market position and outreach efforts, client surveys should be designed to tease out valuable insight and actionable input to assist the firm in developing cost-effective marketing and planning strategies.

Coaching & Training

In our experience, firm's often assign marketing partners and hire marketing staff, but are not always equipped to define the right expectations or even job responsibilities. Effectively onboarding new or junior-level in-house marketers, or walking alongside newly assigned marketing partners, often sets the stage for a mutually successful arrangement. We work with firms to assist in the hiring process, to the training of junior level marketers into more seasoned in-house staff, to coaching marketing partners that want to make their role successful and fulfilling. Our presence often gives those we are training and coaching just the right amount of confidence they need to excel, and helps them quickly define what's important and what's effective in the professional services marketing realm.

Content Development

Strong content marketing is not just a buzzword, it's a strategic imperative for businesses looking to thrive in the digital age. By investing in quality content creation, distribution, and optimization, professional services firms can differentiate themselves, build meaningful relationships with prospects and clients, and drive sustainable business growth.

Not only are we strong advocates for content design, but for what is said as well. The tone, style and depth of sophisticated content helps brands become believable. Words matter. And not all content is equal. With years of industry experience and a strong understanding of our client's businesses and practice areas, we surface and leverage trends and topics around vertical industries and develop compelling thought leadership, case studies, white papers, professional bios, LinkedIn profiles, social media posts and other content forms.
Social Media

An online presence is no longer a luxury but a fundamental requirement for success for law firms. By embracing social media, professional services firms can increase visibility, build credibility, remain relevant and attract clients.

With 30+ years in the professional services industry, we develop social media strategies that align with your business goals and augment your efforts. We understand what works. . .and what doesn’t. . .and we recognize firm budgets need to pack a punch. Our services include social media strategy development, content and post creation, performance tracking and measurement, and reporting.

The easiest place to start and biggest bang for your buck is with our Social Media Program designed to build a presence on LinkedIn for small and mid-sized firms. We work with you to define your marketing goals, key branding messages and content focus, and then you go back to practicing law and leave the rest to us. The level of monthly retainer depends on your specific needs, but generally focuses on:

Annual Strategic Marketing Meeting—Allows us to define our focus with the firm’s Social Media Program at the outset.

LinkedIn Content Strategy and Support—Defining, writing and/or repurposing content and posting to the firm's LinkedIn page, with a defined cadence. Content may include case wins, trending industry content, client/attorney highlights, case studies, client alerts, article promotion, attorney profiles, attorney hires and promotions, community engagement activities, speaking engagements, etc. This includes developing the entire post beginning to end, including graphic management.

Analytics and Social Media Performance Tracking and Reports—Social media analytics provides valuable insights needed to create better content, understand your audience and evaluate engagement.

Monthly Marketing Conference—This is time with our team to review social media engagement and performance, discuss new content opportunities such as topics and trends, and hear about new cases, clients, and/or attorneys joining the firm. We also like to use this time to discuss new marketing or business development ideas and opportunities for the firm.
Marketing Strategy & Plans

When competition is fierce, marketing simply should not be episodic. We know that when firms set goals, determine priorities and develop written plans (or "road maps"), they consistently outperform those that do not. However, many firms still are not undertaking marketing and business development activities in a very systematic manner.

A strategic marketing plan allows you to explore and understand the direction you wish to go and determine the actions necessary to get there. If you wish to deviate from the plan, you can do so consciously and with rationale. We find it’s much less expensive to do the planning on paper ahead of time than in midstream execution, as your plan essentially becomes a template for effective and quick decision-making for both high-level issues and routine details. At the end of the day, every detail and every person should be moving in the same direction, the marketing budget should transform from an expense into an investment, and every dollar spent should yield more than a dollar’s worth of value.

Marketing Department & Program Development

Developing a firm's marketing program needs to happen thoughtfully and purposefully, but it often develops and grows as the need defines and typically without informed direction. Firms that establish a structure and plan at the outset generally make further and more intentional strides. We work with firms to establish this direction, make recommendations on best practices and assist in the execution of the plan, including everything from defining targeted strategies and budgeting to developing associate programs and communication strategies, while building effective systems, processes and infrastructure required to have your own coordinated and long-term in-house marketing program.

Websites

Many professional services firms’ websites haven’t seemed to progress much beyond the undifferentiated online brochure. But we know that firm websites are still among the most effective means for reaching prospective buyers. Many still challenge the idea of whether websites will really get you a client. Here’s the scoop. . .your site may not necessarily get you a client, but it will almost certainly lose you a client if it doesn’t communicate the right message. A website is designed to be a validation tool.

We know visitors determine their impression of the quality of a firm within a 1/2-second on the website. This means firms must stand and declare their position and state why they are the best choice. What is your promise of value? We know buyers of professional services are looking for experience on firm’s websites. Don’t be shy – share it through attorney biographies, practice/industry descriptions and case studies written for the scanning reader.
Case Studies

Results Oriented + Creative Solutions
- Legalis Intelligence Advisors
  
  There are private investigation firms, and then there are legal intelligence firms. . .Legalis Intelligence Advisors is the latter. Building on a military career and as a licensed attorney, Legalis Intelligence Advisors was built as a boutique of highly skilled strategists who provide comprehensive intelligence and litigation consulting from a 360-degree, multidisciplicinary perspective. When winning is everything and anything is possible, Legalis brings a deeper insight to client matters by focusing on the facts and empowering attorneys to focus on preparing to play all sides—the client's side, opposing counsel's side, and the third side.
  
  Entering the market without considerable brand equity, Legalis Intelligence Advisors saw the opportunity to break the cookie cutter mold of private investigation firms and develop a unique brand position that sets it far apart in the industry—think smart, on-point and high-end.
  
  LAUNCH SITE
- Jordan Ramis
  A Step Beyond
  
  Jordan Ramis’s entrepreneurial spirit is a good match for businesses, organizations, and entrepreneurs building and defining the Pacific Northwest. With a longstanding presence that extends beyond the law, many of the firm's attorneys have grown up in the region with previous careers and backgrounds in industries that have been the mainstay of the region.
  
  Having grown beyond it’s earned reputation as the “Dirt Law Firm,” the firm recognized a need to re-evaluate it’s brand messaging and market position. Today, the firm is a Pacific Northwest regionally-focused business law firm empowering clients by delivering value beyond the legal opinion. With insider’s knowledge of their clients’ business and industry, Jordan Ramis doesn't just deliver an opinion, but delivers sound advice and counsel on what to do with that opinion.
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- Hollingsworth LLP
  Fiercely Smart, Forward Thinking, Intensely Focused
  
  With a forte in trial work, Hollingsworth LLP regularly has the lead in landmark cases and on cutting-edge litigation theories and defenses. As a litigation firm, not a litigation practice, the firm represents clients of all sizes, in all industries, and in all stages of the litigation life cycle. It is not uncommon to find Hollingsworth LLP at the forefront of high-profile matters for some of the largest corporations in the country and alongside some of the sharpest experts and consultants in the world.
  
  Recognizing the firm had remained understated in a progressively modern legal industry, they embarked on a rebranding exercise to showcase the firm’s sterling reputation and interesting and compelling client work. Revamping the firm’s messaging platform to pay off the personalities and characteristics of the firm’s attorneys, and infusing the firm’s new website with vibrant and engaging imagery and colors were the beginning of a new brand platform.
  
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- Gibney
  
  Gibney, Anthony & Flaherty, LLP brings a unique flair to that practice of law—a modern firm that embodies old-fashioned values. The firm came to believe the better way to serve clients is to build meaningful, partnering relationships. Through their selfless and unparalleled level of service, clients get more personal attention, focus and better results, which creates higher levels of value and more relevant client relationships. Recognizing what they did exceptionally well led to the development of a new brand and launch of a new website, gibney.com.
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- Hall Maines Lugrin
  Knows Energy
  
  After opening their doors in 2000, Hall Maines Lugrin quickly rose to the top as an energy insurance litigation firm with unparalleled knowledge and experience in energy coverages. As the firm grew over time, so did their insider’s knowledge of the industry and their technical expertise in complex commercial issues and disputes. Today, Hall Maines Lugrin enjoys a well-earned reputation as an energy-focused trial boutique with trial capabilities and litigation skills in handling high-value, elaborate and thorny commercial cases. The new brand and website deliver a high-energy presentation of the firm’s depth and focus in their field.
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- HMS Valuation Partners
  Delivering Value Beyond the Numbers
  
  After 20+ successful years in business, HMS Valuation Partners wanted to create a stronger brand presence in the market. Through a strategic brand exercise, the firm learned that not only do they provide accurate valuations, but they also deliver value that extends well beyond the numbers. In identifying what matters most to their clients, messaging was built around those key elements: Experience, Service, Responsiveness, Transparency, and Every Client.
  
  Selecting engaging videos and imagery that depicts their core messages helps communicate their brand visually, while warm people images provides a continuum of the engaging human experience the firm delivers.
  
  LAUNCH SITE
- Isaac Wiles
  Aligned With the Middle Market
  
  A tale of two firms having merged, Isaac Wiles has grown and developed into a firm much broader than insurance defense. . .a firm capable of handling anything a middle market client might require.
  
  To communicate this message clearly, the firm engaged in a branding project that put a spin on their value to the middle market sector. Closely aligned with the way middle market clients and businesses might think and work, the firm’s promise of value is a higher return on the experience. Better yet, and compared to many firms in their space, you don’t need 100 people handling your case, you just need the right people. The site’s easy navigation, warm colors that embrace the viewer, and robust attorney bios make it a comfortable and engaging online experience for clients in the middle market space, from individuals to businesses alike.
  
  LAUNCH SITE
- Montgomery Compliance Law
  A Law Firm Built on Compliance Know-How
  
  Following retirement from Philip Morris, Gaye Montgomery opened the doors of Montgomery Compliance Law, a boutique compliance law firm driven by the passionate belief that effective corporate compliance liberates companies to take calculated risks to grow their businesses.
  
  Bringing insider’s knowledge and back-of-the-house operations experience to small- to mid-sized companies, Montgomery Compliance Law manages risk and compliance through an approach that is smartly compliant, effectively holistic, deeply immersed and fully integrated. Needing to communicate the differences between hiring a compliance lawyer vs. a compliance consultant became a critical goal in establishing Montgomery Compliance Law’s brand, hence the orange button on the home page that reads “Why a Lawyer?”
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- ROIG
  
  Marketers are in the differentiation business and lawyers are in the precedent business. Normally, the rub and tension between the two results in bland or safe law firm marketing. Enter ROIG Lawyers. The minority-owned Florida firm with statewide ambitions welcomes “different.” Being different made them successful, and changing perceptions of the firm from insurance defense to broader litigation counsel was a business imperative. Bottom line, they needed to be viewed differently. The firm’s new website and brand helps demonstrate that there are lawyers, and then there are ROIG Lawyers. Experienced and reliable meets clever and easy to work with. That’s what the firm is all about.
  
  *Project in collaboration with FINN Partners.
- Shankman Leone
  Alternative to “Big Law”
  
  Shankman Leone began with a vision of owning what you do well, rather than being all things to all people. What the firm does well is remain exclusively focused on business litigation, franchise law, and labor and employment matters. Built as an alternative to “big law,” Shankman Leone demonstrates clients don’t need to hire large, multi-national law firms to successfully achieve their goals on time and within budget. More bandwidth than smaller firms, and more efficiency, flexibility and value than larger firms, Shankman Leone believes more hours and higher billing rates don’t equal better results. Outsmarting, outworking and outmaneuvering do!
  
  While the firm subscribes to intellectual capital, hard work and strategic execution as key components to effective legal representation, the firm’s new brand and website were built around the philosophy of outsmart, outwork and outmaneuver. Bright colors and unique images give a nod to the firm’s level of creative thinking and cleverness, while simple navigation makes it easy for users to browse the site. Rich attorney bio pages and warm, engaging bio images gives an up front and personal look at the firm’s talent pool. And finally, case studies pay off the firm’s ability to outsmart, outwork and outmaneuver to get results for clients.
  
  LAUNCH SITE
- Shapiro Lifschitz & Schram
  
  Rooted in deep experience and smart thinking, Shapiro Lifschitz & Schram recognized they are that rare breed of attorney, the type that are creative in deals and actually try cases, prefer personal relationships with their clients, and know the law well enough to have fun practicing it. Wanting to communicate this message broadly and consistently, they developed a new brand platform and website that communicates how they strive to become this kind of indispensable partner to their clients.
  
  LAUNCH SITE
- Turner Padget
  Exceeding Expectations
  
  With a rich history as one of the South’s largest law firms, Turner Padget took inventory of what they do well and learned they exceed client expectations. Their depth of knowledge, technical strength and diverse experience sets the stage for being smart, talented business thinkers with a strong understanding of what it takes to do business in the Southeast.
  
  Through a strategic discovery exercise, Turner Padget updated their messaging platform and launched a new firm website which visually articulates how they go beyond expectations and why they are a strong partner for companies doing business in the Southeast.
  
  *Project in collaboration with Poston Communications.
  
  LAUNCH SITE
- Wenderoth
  One Focus
  
  Wenderoth is an IP firm with one focus—patent prosecution. By taking nothing for granted, they bring a deeper insight to the patent application process and obtain the strongest, most valuable patents for their clients. They have successfully procured tens of thousands of patents and trademark registrations on behalf of their clients in nearly every technology and business endeavor imaginable. With 19 attorneys, they have created a strong brand for the firm by focusing only on their core strength. The firm’s responsive website delivers the firm’s offerings and focused messaging in a modern package. The logo and identity material, developed with the website, reinforce the Wenderoth promise.
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- Workman Nydegger
  The Art of IP
  
  Founded in 1984 with modest beginnings, Workman Nydegger is well known as a high-caliber intellectual property boutique. Talk to the firm’s lawyers and staff and you’ll learn that they view IP as an art form applied with craftsman’s skill to strategically build IP assets and litigate IP interests.
  
  With help from our own brand crafters, Workman Nydegger has sharpened its market position and shared its story in a compelling fashion. The artisan metaphor unfolds on a website with images of other artisans at work. Other custom touches include sharp attorney photos that remain static as the page content scrolls. A new, simplified logo rounds out the repackaging of this smart and accomplished firm.
  
  *Project in collaboration with FINN Partners.
  
  LAUNCH SITE
- Wright & Talisman
  Knowing the Law Isn’t the Hard Part
  
  For over 70 years, Wright & Talisman has been a steady partner with energy companies helping them navigate the complexities of the Federal Energy Regulatory Commission (FERC), and is one of the few boutique FERC firms still standing. With nearly 15 attorneys devoted exclusively to the practice of energy law, and a strong grasp on the FERC market and federal landscape, Wright & Talisman is respected as some of the best energy attorneys in the industry, as noted by U.S. News and Chambers.
  
  Clearly understanding that knowing the law isn’t the hard part, but knowing the industry is, Wright & Talisman’s rebrand focuses on their deep energy industry and FERC experience. A clean, fresh look, with splashes of bright color, gives the firm a modern, more innovative image to look the part of a go-to player in the energy industry of sophisticated buyers.
  
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- Youssef & Partners
  Driven to Outperform
  
  After years as an international leading arbitration lawyer, Karim Youssef left big law to start his own arbitration boutique, Youssef & Partners. As the newest firm to enter the Egyptian market, Youssef & Partners focuses on representing local and foreign investors in what are unquestionably some of the largest and most significant investment treaty and commercial cases involving Egyptian parties.
  
  With the practice of law in a global and interconnected world being complex and challenging, Youssef & Partners saw an opportunity to provide multinational companies and local clients state-of-the-art lawyering and counseling at a level of quality that meets or exceeds global standards. It was this vision that drove the brand development for the new firm and brought the message to life that Youssef & Partners is driven to outperform and achieve. Every aspect of the firm’s new brand suggests state-of-the-art and quality, as well as non-traditional, innovative and smart thinkers.
  
  LAUNCH SITE
Connect With Us

614-403-1630 | indigomarketinggroupllc@gmail.com
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