From 6 cases a month to 21, then the front page of the Daily News.

01 — Where it started

Personal injury in New York is one of the most crowded ad markets in the country. Every firm is on the radio and on TV, and most of it sounds the same. The firm’s case intake swung month to month with no system behind it, and Spanish-speaking New Yorkers, one of the largest communities in the city, were barely being spoken to.

02 — What was really going on

Someone who has just been hurt isn’t comparing law firms. They call the name they already trust, in the language they think in. That meant two jobs: be the name they remember, and speak to the people everyone else was skipping.

03 — What I did

1. 01

   Rebuilt radio. New strategy, messaging, timing and creative, end to end.

2. 02

   Spoke Spanish. Launched Spanish-language marketing aimed at New York’s Hispanic community, a fast-growing segment competitors were largely ignoring.

3. 03

   Built PR from scratch. A repeatable process for turning active cases into breaking-news stories.

04 — The call that mattered

Treating PR as a case-acquisition channel instead of a vanity play. A front page tells every future client that this firm takes on the big fights, and it doesn’t charge by the click.

05 — What changed

• Case intake went from 6 to 21 in the first month after the radio rebuild, a 250% increase.
• The Spanish-language program sourced a landmark $150M case.
• Coverage on CBS2, NBC and ABC, and the front page of the New York Daily News.

06 — What I'd tell you