News - Publications

The following summaries provide a quick-glance overview of the recent articles that have included contributions from Right Hat.

The New York Times: “Images to Help Law Firms Recast Their Image,” by Karen Donovan, Sept. 13, 2007

Summary: New York Times writer Karen Donovan featured Foley Hoag’s advertising campaign, which was executed by Right Hat, in an article examining the state of advertising within the legal profession. The article included a look at the philosophy behind Foley Hoag’s campaign and a photo of one of the advertisements. Robert S. Sanoff, Foley Hoag’s co-managing partner, was quoted extensively; and Right Hat President Elonide Semmes also provided insight regarding the firm’s creative photo choices. 

LawMarketing Portal: “Differentiation Tactics of the AmLaw 200,” by Julie Meyer, Feb. 14, 2006

Summary: Writer Julie Meyer, Dilworth Paxson’s marketing director, provided an overview of differentiation tactics, including an extensive review of a presentation by Elonide Semmes, now Right Hat’s president. Elonide outlined the “Four Truths of Advertising,” which include recognizing the power of simplicity, getting into the head of the buyer, making an impression, and the importance of consistency and frequency. Elonide also provided some specifics about how to identify a firm’s unique selling position.

Boston Business Journal: “The legal name game,” by Lisa van der Pool, Jan. 11, 2008

Summary: Boston Business Journal writer Lisa van der Pool provided readers with an overview of the difficulties that can arise when law firms merge—necessitating a name change. The article uses some specific examples and explores the importance of maintaining brand identify. Elonide Semmes, president of Right Hat, was quoted in the article. She provided a perspective based on years of experience. Elonide has helped more than 75 law firms with branding and marketing issues.

Recognitions and Awards

The most significant measure of success is, of course, client satisfaction, but recognition from colleagues also indicates industry leadership and commitment to excellence. That’s why we’re particularly proud of the recognition we’ve received within our industry and by our contemporaries. Here is a brief list of some of those honors:

Graphic Design USA - American Graphic Design Awards 2007

• Preti Flaherty Annual Report 2006
• Foley Hoag Foundation Annual Report 2005
• Hogan & Hartson Annual Report 2005
• Berman & Simmons Firm Advertisements
• K&L Gates Stationery and Proposal System

LMA - Legal Marketing Association - 2007 Your Honor National Awards

• Identity: Foley Hoag’s Emerging Enterprise Center launch

LMA - Legal Marketing Association - New England Chapter 2007 Annual Your Honor Awards

• Identity: Foley Hoag LLP for its “Driving Business Advantage” brand launch.
• Promotional Materials and Communications/Brochures and Collateral Materials: Foley Hoag LLP for its practice group brochures and eBook series.
• Promotional Materials and Communications/External Communication: Preti Flaherty LLP for its 2006 Annual Report.
• Promotional Materials and Communications/Internal Communication: Foley Hoag LLP for its “Living Our Brand” internal brand launch campaign 
• Web Sites: Foley Hoag LLP for the new foleyhoag.com.

LMA - Legal Marketing Association - New England Chapter 2006 Annual Your Honor Awards

• Identity: Foley Hoag’s Emerging Enterprise Center launch
• Community Relations: Foley Hoag Foundation annual report and Hubie Jones event
• Business Development: Foley Hoag’s Emerging Enterprise Center