Using a Virus to Create a Rainmaker

SITUATION

After 9/11, the country's new focus became the issue of homeland security.  The protection of data networks and infrastructure was near the top of the government's list of priorities, and privacy issues were at the forefront of regulators' minds.  With this focus came a host of regulations and red tape.

Recognizing a clear need by corporations for help with these issues, Chicago-based law firm Wildman Harrold created a new Business Continuity and Security practice around one man, Bill Cook.  Although Bill had impressive credentials and stellar experience, including executive-level government service, he had a slim book of business.  Wildman needed help communicating this issue and Bill's value to the marketplace

The firm retained us with two goals in mind:  (1) to rapidly inject Bill to the forefront of this practice and help generate media opportunities that not only would increase the new practice group's visibility, but also would generate new business opportunities for the firm; and (2) mold the regulatory debate on the issue in order to help clients and further establish Bill's and the firm's expertise.

OUR SOLUTION

We devised and implemented a "personal branding" campaign for Bill Cook which included media training, thought-leadership media opportunities, feature editorial coverage, speaking engagements, by-lined article placement, and public testimony.

RESULTS

In just six months, we made Bill the go-to source on this issue and practice area.  We secured speaking engagements for Bill at four major events including the annual Forbes CFO conference and Infoweek.  Our efforts led to Bill being the subject of feature profile articles in Business Insurance and Chief Security Officer magazines.  We introduced Bill to key industry reporters and he has now been quoted numerous times by publications such as the Wall Street Journal, AP, New York Times and Reuters.  He has published several by-lined articles in a number of trade magazines and just recently, we arranged for Bill to author a monthly column in CIO and CSO magazines.  Through his increased visibility, Bill was invited to provide public testimony in front of both the Congress and the FTC, and as a result of this exposure, he was recently made President of Infraguard, the FBI's civilian industry liaison association.

Most importantly, as a direct result of these efforts, Bill has received more than 20 requests for proposals and has already converted nearly a dozen into new clients worth more than $1,000,000 in annual billings.