Goodwin Procter, LLP

Los Angeles, California

Macy + Associates was retained by the Boston-based national law firm of Goodwin Procter to promote the firm’s rapid California expansion with a focus on the Real Estate Practice Group. Due to the successes with the Real Estate Group, the account was expanded to also include support for the Tech and Life Sciences Groups.

Challenge:

• Increase the visibility of Goodwin Procter in California. Unlike Boston, Goodwin Procter lacked the name recognition of larger firms in California.
• Position Goodwin Procter’s Real Estate Practice Group as a powerhouse for the firm.
• Promote the firm’s deep insight into the multifamily real estate market and the privatization of REIT’s across the U.S.
• Promote and position Goodwin Procter’s expertise in Technology and Life Sciences.

Strategy:

• Promote Goodwin Procter’s presence in key California geographic markets.
• Leverage the national Real Estate, Technology and Private Equity practice groups.
• Reemphasize Goodwin Procter’s commitment to California and its growth industries.
• Increase the visibility of Goodwin Procter partners and associates through targeted bylines in industry publications.
• Promote Goodwin Procter as one of the nation’s leaders in real estate capital formation and transactions.
• Elevate the firm’s core lateral partner acquisitions.
• Create consistent messaging firm wide throughout all documents and communication vehicles.

Results:

Goodwin Procter opened 5 offices in 14 months, with dominant recognition of key partners in target publications. 

Macy + Associates successfully assisted Goodwin Procter in raising the firm’s profile in California, helping the firm attract and maintain top tier talent.

During the three year campaign, Macy + Associates garnered more than $21 million in press coverage, including multiple broadcast segments, industry reports, bylines and expert resource interviews.