Case study
Frasier & Griffin: Marketing Strategy
How We Shift Culture helped a trusted North Carolina criminal defense firm become the most visible firm in its market, and turned that visibility into a steady stream of new clients.
Our client
A trusted reputation, ready to grow
Frasier & Griffin is an experienced criminal defense law firm serving clients in Wake, Durham and Orange Counties. With a long history of courtroom litigation and deep community involvement, they built a trusted reputation for improving people's lives through personalized, dedicated legal representation. Led by Ralph K. Frasier Jr. and John R. Griffin III, the firm had spent years earning the trust of their community through word of mouth, and was ready to take its presence to the next level.
Our challenge
With a strong foundation already in place, Frasier & Griffin was ready to expand its reach across the area. The goal was to match the firm's online presence with the reputation it had already earned in the community.
Our role
We Shift Culture developed and executed a comprehensive omnichannel marketing strategy: search engine optimization, strategic social media management, compelling content creation, and integrated print and digital advertising. Together, these efforts strengthened the firm's brand visibility across the Triangle area, increased engagement with prospective clients, and made sure the firm's message reached the people who needed experienced legal representation most.
Our goal
Make Frasier & Griffin the most visible and trusted law firm in its market, and turn that visibility into a steady stream of new clients.
Our impact
The results spoke for themselves
In under a year, Frasier & Griffin saw significant growth across every major digital platform.
- growth in website visits
- 300%
- profile views across platforms in 6 months
- 4M+
- growth in social media engagement, still growing
- 150%
Project implementation
Here's a look at how we did it
Audit & Strategy
Analyzed the firm's existing off and online presence and identified key opportunities to stand out in a competitive market.
Branding & Content Creation
Developed a consistent brand voice and produced engaging content tailored to the firm's target audience across all platforms.
Execute
Activated campaigns across search, social media, and print to maximize reach and connect with potential clients where they spend their time.
Track & Optimize
Monitored performance in real time and continuously refined the approach to improve results month over month.
Brand refresh and alignment
One consistent voice, everywhere
A refreshed brand system carried the firm's message across its website header, video advertising and print campaigns.
Digital infrastructure
A website built to convert
The firm's website was rebuilt around clear practice areas, visible results and a direct path to contact, on desktop and mobile alike.
Conclusion
What happens when a strong legal reputation meets a focused marketing strategy
The partnership between We Shift Culture and Frasier & Griffin demonstrates what becomes possible when a strong legal reputation meets a focused omnichannel marketing strategy. By combining targeted advertising, compelling content and a consistent online presence, we helped bring their story to a wider audience across Durham, Wake and Orange counties. The results not only met the goals we set out to achieve but affirmed that Frasier & Griffin, PLLC is exactly where it deserves to be: at the forefront of criminal defense in North Carolina.