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<b>The MLF 50:</b> Profile of Brown Raysman Millstein Felder & Steiner

By Elizabeth Anne "Betiayn" Tursi

Brown Raysman faces unique and interesting challenges. One of them is how to optimize ROI with a marketing budget of a midsize firm competing against firms three or four times its size, while still meeting the overall goal of greater recognition.

Led by Craig Levinson, Director of Marketing and Business Devel-opment, an incredibly astute strategy was developed that shifted the immediate focus away from costly advertising and firm branding campaigns to a focus on more efficient tactics, including reducing cost of sales through firm wide marketing and sales and focusing on public relations and the utilization of rankings to build the brands of attorneys and discrete groups in specific verticals and geographic areas.

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