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Establishing a Web Presence After a Merger

By Gina Carriuolo and Jennifer O'Leary Cathell
September 02, 2014

Merger activities typically disrupt “business as usual” and result in more questions than answers. This was particularly true when the law firms of Edwards Angell Palmer & Dodge LLP and Wildman Harrold Allen & Dixon LLP merged in 2011 ' forming a global and geographically diverse AmLaw 100 law firm with 14 offices in the U.S., Europe and Asia. Edwards Wildman's marketing efforts, specifically our online and digital Web presence, were quickly devoted to achieving a cohesive “one voice, one brand, one solution” approach, as we set out to redesign our website and digital persona.

A 12-person website committee, including marketers, business development professionals, IT, lawyers and firm leadership, all united to not only make the website redesign happen, but also make it successful. Based on our intimate knowledge of the firm's digital marketing efforts, experience with design and brand management, and a long list of “must-haves” for future website roll-outs, we set out to essentially “reintroduce” Edwards Wildman through the website redesign.

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