Project Description

Carothers DiSante & Freudenberger LLP (CDF) is a California labor, employment and business immigration law firm with five offices across the state. The firm guides employers through the many unique challenges associated with managing a business in California, and its attorneys represent businesses across an array of workplace-related issues. CDF’s practice areas include individual and class action litigation, wage and hour issues, workplace safety, wrongful termination, traditional labor law and business immigration.

The Challenge

In 2014, CDF celebrated its 20th anniversary. To commemorate the milestone, CDF announced a host of anniversary initiatives, including a new logo, website and tagline. As a community-minded firm, CDF also sought to align itself with a meaningful charity and unite the firm’s five California offices toward a common cause. To further CDF’s connection to former military men and women, the firm launched a charitable partnership with Wounded Warrior Project (WWP). HKA took the lead on activating the partnership, using strategic activation and leveraging tactics to elevate the firm’s visibility across California and within the local community.

The Solution

To support the partnership with WWP, HKA focused on traditional media outreach, event support/coordination and community relations. Early on, HKA encouraged CDF and WWP to establish a relationship that would extend beyond the firm’s 20th anniversary, and the agency ensured that WWP recognized CDF as an official “Proud Supporter” to help lend credibility to the partnership. HKA provided strategic guidance and tactical support for a host of yearlong inter-office initiatives, including the firm’s “Warriors Speak” kickoff event in San Diego and “Never Forget” fundraiser in Orange County. Underpinning both events, HKA leveraged a 9/11 survivor and WWP spokesperson and secured the attendance of local media and elected officials. HKA also provided CDF with overarching marketing communications support as each of the firm’s five offices held in-market events and initiatives in concert with the WWP relationship, leveraging the WWP alliance with media and the local community throughout the year.

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The Results

The firm’s multidimensional anniversary campaign and charitable partnership with WWP found an active participant pool within CDF and succeeded in securing media attention in prominent local print, online and broadcast media. As a result of the widespread support, media attention and general “buzz” the firm received, it decided to continue its involvement with the nonprofit beyond 2014. The firm proudly raised nearly $10,000 during its first year of support.

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