In 2017 I decided, as the firm's marketer, to change how ads would be used by the firm and by attorneys in order to tighten up the marketing budget and create a more streamlined image. In the past, ads were created ad hoc for specific practice groups, were small quarter page sized, and lacked cohesive firm branding but budgetary changes and how marketing dollars were allocated changed that. 

After doing competitor research and internal interviews lawyers and staff, I decided to run less ads overall, but the ads we did run would be full-page and full-color and aimed to promote the diversity and intersectionality of practices within the firm as a whole. Their placement was targeted to specific demographics based on issue readership and the imagery was of New Hampshire to offer a friendly tone.

Supplementary practice team ads were created according to their group's marketing plans and allocated budgets.