We Shift Culture | Legal Association Case Study
North Carolina Association of Black Lawyers
Connecting a respected legal community with a broader audience.
A coordinated approach to digital marketing, content, membership infrastructure, and operational support.
Engagement led by We Shift Culture, the marketing agency behind We Shift Legal.
Our client
A statewide professional community
The North Carolina Association of Black Lawyers is a professional organization supporting Black legal professionals and advancing justice across North Carolina.
It is known for advocacy, community engagement, and a longstanding commitment to the development of Black attorneys throughout the state.
The challenge
An online presence that reflected an established mission.
NCABL wanted to broaden its reach and strengthen its digital presence so it reflected the reputation the association had already earned with members, prospective members, legal professionals, partners, and community audiences.
Our role
We Shift Culture developed and executed a digital marketing strategy incorporating:
- Search engine optimization
- Social media management
- Content production
- Paid advertising
- Email communications
- Membership infrastructure and operational support
Our goal
Strengthen NCABL's visibility, communicate its mission, and support a growing and engaged membership community.
Our impact
Growth across digital platforms
- Reported growth in website visits
- 220%
- Reported profile views in 12 months
- Over 2 million
- Reported growth in social media engagement
- 125%
Results reported in the original We Shift Culture case study. Individual results vary.
Project implementation
How the work came together
Audit & Strategy
Reviewed NCABL's digital presence and identified opportunities to improve visibility and audience engagement.
Branding & Content Creation
Developed consistent messaging and content aligned with NCABL's mission and community.
Campaign Execution
Coordinated search, social media, email, and paid campaigns to reach relevant audiences.
Tracking & Optimization
Monitored performance and refined the approach over time.
What we delivered
A broad, connected engagement
- Digital infrastructure development
- Logo and brand design
- Video content production
- Email marketing and campaigns
- Mailchimp setup and management
- Membership infrastructure build-out
- Backend systems support
- Agency of record services
- Membership operations management
These services were part of a custom agency engagement and are not included in a standard Client Connect membership.
Digital infrastructure
A website with membership at its core
The case study describes the NCABL website as a membership portal supporting the association's operations behind the scenes, alongside public pages for communications such as the Annual CLE Conference.
Promotional design
2026 Annual CLE Conference campaign
Project examples from the engagement. Select any graphic to enlarge it.
Short-form content
Vertical video for social
Stills from short vertical videos produced for NCABL's social channels. Video helps share the association's mission through the voices of the people behind it.
Conclusion
Coordinated marketing, content, digital infrastructure, and operational support helped bring NCABL's mission to a wider audience across North Carolina.
Ready to strengthen your organization's visibility and member experience?
Let's discuss how connected marketing and digital infrastructure could support your goals.
Marketing and operational engagements are scoped separately from Client Connect membership.