Client profile:

CAM LLP

Business Overview

CAM LLP (Cummings Andrews Mackay LLP) is an established Edmonton personal injury boutique. Their history includes being counsel on two of the three Supreme Court of Canada trilogy of cases that established how Canadian courts deal with personal injury damage awards. The firm’s lawyers are down-to-earth, approachable people who are well-versed in the law and take a considered approach to client care and well-being throughout the injury claim process. They are committed to client education and believe in empowering people by providing the explanations and information they need to make better decisions about their legal options. As a result, they understand the importance of developing marketing materials that address topics relevant to injured people and that provide helpful information for clients and the general public who may later become clients. This aligns with Skunkworks’ belief that content marketing is a key component of any marketing strategy for law firms. The firm came to us for marketing advice and support in 2016, and Skunkworks is proud to continue to work with them. 

Skunkworks Role

Skunkworks has worked with CAM LLP as a strategic advisor and on projects ranging from branding and collateral through web development and maintenance, outdoor advertising, social media marketing and Google ads campaigns. We operate like an in-house marketing department running ongoing projects and fielding requests for input and support on new marketing initiatives.

Our involvement includes:
  • Brand Identity: The firm initially came to us to design a new brand identity and for strategic marketing advice. They wanted to move away from an outdated scales of justice icon and plain wordmark to something modern with updated brand colours. The firm is a personal injury boutique, so we put together an icon clearly referencing roads and intersections and moved them away from the corporate blue they had been using (the firm was initially founded with a corporate commercial focus but shifted to personal injury law until the early 1960s). We also replaced their old tagline with a clear statement of who they are. 
  • Website Design and Development: The firm also needed a new, responsive website (at that time, Google was just beginning to make the shift to mobile-first). We started by benchmarking the performance of the existing website to gain insight into what was working and what needed to be improved. With insights in hand, we collaborated with the firm to develop a new information architecture for the site. We then designed and built a responsive WordPress website. This included more robust bio pages incorporating client testimonials and links to educational content the firm’s lawyers had produced. Since the initial build, we have implemented a series of mini refreshes and supported optimized content expansions to enhance the firm’s ongoing SEO efforts. These projects always include repurposing quality content for broader distribution on the firm’s social channels.
  • Google Ads Campaigns: We developed and continue to monitor and improve the firm’s Google Ad strategy. That process started with creating a keyword list and taking targeting into consideration. We combined this with an extensive outdoor advertising campaign to amplify brand recognition. That includes ongoing work to tweak ad content, report on performance and make recommendations to improve campaign performance.
  • Ongoing website development and SEO: As the firm’s Google Ads campaigns began to gain traction, we updated campaign landing pages to improve conversions and added elements to the site to leverage on-page SEO. 
  • Social Media Marketing: We helped the firm develop and implement a comprehensive social media strategy, including creating and boosting engaging blog posts and videos. We continue to support these projects for the firm.
  • Outdoor Advertising: We supported the firm with media buying recommendations and handled the development and delivery of the creative for a series of extensive billboard campaigns. As noted above, this was done as a brand awareness project to complement the firm’s Google Ads campaigns.
  • Sponsorship Collateral: We developed the creative for all manner of banners and print ads in support of the firm’s various sponsorships over the years, including sporting events, fundraising galas for local rehabilitation organizations that also serve the firm’s client base and community events.
  • Video Production: Using a combination of AI tools and existing content approved by the firm, we have developed scripts and created short and long-form video content for use on the firm’s social platforms. 
  • Website Performance, Social Media and Google Ads Reporting: We provide the firm with regular quarterly reports on the performance of their website, social and Google Ads campaigns. Our reporting includes recommendations for ongoing work. SEO/SEM and brand awareness are not “one and done” propositions but rather components of an ongoing program which includes monitoring and adapting outreach to the data we can see.
  • Ongoing Web Maintenance: We look after monitoring and maintaining the firm’s website, which includes troubleshooting issues that may arise due to WordPress core or plugin updates. We have also run point on integrating different types of software the firm has used over the years for client intake.

Our relationship with CAM LLP is another example of a long-term collaboration that has produced positive results. As Alberta moves toward implementing no-fault insurance, we are looking toward helping the firm plan for that transition.