Honigman is an Am Law 200 full-service general business law firm with more than 350 attorneys. Our lawyers counsel clients on complex issues in more than 60 areas of law. We pride ourselves on understanding our clients’ businesses and being exceptionally responsive to their business goals and needs. The proficiency and experience of our attorneys—backed by our client-centric model and competitive cost structure—allow Honigman to successfully compete with large, national law firms.
IP Legal Professionals Handled transactions in every state
Real
Estate
Handled transactions in every state
Intellectual Property
3,900+ patents filed and 2,000+ granted in 2023.
20
Ranked Band 1 in Michigan by Chambers USA for 20 years.
1,541+
Total transactions handled by our team in 2022-2023.
60+
We counsel clients in complex legal issues in over 60 areas of legal practice.
3,900+ patents filed and 2,000+ granted in 2023. 1,111 trademarks filed and managed and 19,275+ registrations in 2023. Mergers & Acquisitions in 2023. Ranked #2
Total deal value 2022-2023 was over $25,000,000,000.
279M+ 25B+
Representations 2022-2023 encompassed over 279,000,000 square feet.
Honigman is an Am Law 200 full-service general business law firm with more than 350 attorneys. Our lawyers counsel clients on complex issues in more than 60 areas of law. We pride ourselves on understanding our clients’ businesses and being exceptionally responsive to their business goals and needs. The proficiency and experience of our attorneys—backed by our client-centric model and competitive cost structure—allow Honigman to successfully compete with large, national law firms. 20
Why Honigman?
Nearly 40% of our IP team have advanced degrees, including Ph.Ds. in scientific and technical areas.
Shortlisted for LMG Life Sciences 2023 60+ 2023 3,900 1,111 40% 40+ Litigators
3,900 1,111 40% 40+
1,111 trademarks filed and managed and 19,275+ registrations in 2023.
patent bar qualified practitioners.
50 90 54 Corporate attorneys Labor & Employment
Litigators
Nearly 40% of our IP team have advanced degrees, including Ph.Ds. in scientific and technical areas. patent bar qualified practitioners. We counsel clients in complex legal issues in over 60 areas of legal practice. Recognized as a “Litigation Standout” by BTI Consulting in 2023.
Grace
Welcome to the Design Center
Purpose of this guidebook
What you’ll find inside
Who this guide is for
This guidebook was created to serve as a centralized resource for understanding the Design Center’s process, services, and standards in support of the firm’s marketing and business development goals. Whether you’re requesting a brochure for a client pitch, sharing an attorney accolade on social media, or updating your practice overview, this guide outlines how to collaborate efficiently with the Design Center and produce high-quality, brand-aligned materials.
Our process: A step-by-step overview of how design requests are scoped, assigned, reviewed, and delivered—including tips for submitting effective briefs and timelines for various project types.
Marketing collateral types: An illustrated catalog of commonly requested materials—such as brochures, one-pagers, event signage, pitch decks, and social graphics—paired with clear explanations, visual examples, and recommended use cases.
Reference tools: Best practices for communicating and a glossary of commonly used marketing and design terms to ensure smooth, consistent collaboration.
This guide is designed for attorneys, business development managers, marketers, and administrative professionals across the firm who partner with the Design Center to support client-facing initiatives. It’s intended to provide clarity, consistency, and inspiration as we work together to create materials that reflect the firm’s quality, credibility, and commitment to excellence.
Our goal
Every piece of marketing collateral—no matter how small— contributes to the firm’s overall reputation. Through thoughtful design, messaging, and execution, the Design Center helps ensure your materials don’t just meet expectations—they strengthen relationships, win business, and tell a compelling story of who we are.
Design center process — overview
Process
Intake
Triage
Workflow
Client
Intake Process
Intake form
Name, department, and contact details
Please provide attorney names
Project name
Please use a clear, concise title
Project objectives and goals
The more detail, the better
Deliverable type
Digital? Printed? Both?
Specifications
Size, resolution, pub requirements, platform, etc.
Target audience
Characteristics of the target audience
Deadline
Is there a hard stop? Or room for flexibility?
Budget
Does the project require an estimate or purchase(s)?
Confirming who is responsible for delivery to various outlets
When to start
When should I make the request?
When you have the required information needed to complete the intake form in full.
When is my project in the pipeline?
When the intake form has been submitted, and locked copy for the project is in hand.
What is locked copy?
Locked copy is content that has been written, edited, reviewed and approved by client. Without locked copy, it is impossible to determine the scope and form of a project.
Copywriting assistance
We can provide assistance with marketing copy, not legal copy. We can provide editing services for pre-drafted legal copy.
Examples of marketing copy
> Practice overview
> Website
> Ads
> Snapshots
> Invites
> Emails
Examples of legal copy
> White paper
> Knowledge sharing
> Legal blog articles
> Legal podcast scripts
For assistance with writing, please provide project parameters/info using this template:
Project overview
> Objective: what is the goal of the copy? (e.g., increase engagement, inform, persuade, convert).
> Type of content: blog post, website copy, ad, email campaign, social media post, etc.
> Word count: approximate length or specific requirements.
Target audience + tone
> Who is the audience? (demographics, pain points, interests).
> Desired tone/style: formal, conversational, professional, witty, authoritative, etc.
> Examples of preferred tone: provide links to existing content or brands with a similar style.
Key messages/core info
Call to action
> What action should the reader take? (buy, sign up, contact, follow, etc.).
> Preferred CTA language: “Learn more,” “Get started,” “Schedule a consultation,” etc.
> Main takeaways: what must be included in the copy?
> Unique selling proposition (USP): What differentiates the brand or product?
> Supporting data or facts: any stats, research, or references to reinforce points.
References/resources
> Competitor examples (if relevant): what to do (or avoid).
> Background materials: Previous campaigns, existing content, reports, or research.
Deadlines/delivery format
> Due date: clear timeline and review process.
> Format: Google Docs, Word, direct entry into a CMS, etc.
> Revisions: how many rounds of edits are expected?
Triage Workflow Process
The goal is to establish a clear foundation for the design process.
This phase ensures that all stakeholders align on the project direction before moving into execution.
We assign a team to your job. The pipeline is reviewed by our team at least 1x weekly in our Marcomms production meeting. We will keep you informed of any changes to your team or project status.
The Discovery phase is about research and understanding. This stage involves gathering information about the project’s goals, target audience, business objectives, and competitive landscape.
Key activities include:
> Stakeholder interviews
> Market research
> User research (e.g., surveys, focus groups)
> Competitor analysis
> Identify challenges and opportunities
In the Definition phase, insights from the discovery stage are synthesized into a clear strategy. This includes defining the project scope, goals, user personas, and success metrics.
Key activities include:
> Create a creative brief outlining goals, audience, messaging, and design requirements
> Establish guidelines for consistency across different marketing assets
> Identify priority deliverables (e.g., brochures, social media graphics, presentations, ads)
> Set timelines and approval processes
Development Design
This stage is highly iterative, ensuring the designs align with both brand aesthetics and marketing goals.
The Design phase is where concepts come to life. Designers explore creative solutions and refine visuals based on brand identity and marketing needs.
This phase ensures all assets are high-quality, error-free, and ready for deployment.
Delivery
This phase ensures that marketing materials are effectively launched and used to strengthen brand identity.
Approved designs are refined, proofread, and prepared for production,
Rolling out the final designs across marketing channels and ensuring effectiveness.
Key activities include:
> Sketch and develop mood boards to establish visual direction
> Create initial mockups (e.g., social media posts, brochures, pitch decks, email templates)
> Experiment with layouts, typography, imagery, and color schemes
> Present initial concepts to stakeholders for feedback
> Iterate on designs based on feedback
Key activities include:
> Apply final refinements based on feedback
> Ensure consistency across all formats
> Export assets in appropriate file formats
> Collaborate with printers, digital teams, or ad platforms to ensure correct specifications
> Test digital collateral for responsiveness and legibility across devices
Key activities include:
> Distribute finalized collateral to marketing, sales, and other teams
> Upload assets to Brandbox
> Coordinating print and digital production
> Monitor engagement and performance metrics (click-through rates, downloads, impressions)
> Gather feedback for future improvements and refinement
Collateral
Snapshot
What is it?
Tabloid, large format poster-like presentation. Large format (tabloid; 11 x 17), 1- or 2- page that is an indepth, highly-customized overview of our firm and specific capabilities that are related to potential engagement.
Type Typically a customized or bespoke deliverable; some off the shelf snapshots are available.
Use case Best for in-person client meeting.
Sometimes used as a digital deliverable; please note oversized format.
Typical content Brief, succinct practice area and/ or industry descriptions.
Accolades, data points, testimonials.
Representative cases and clients. Expertise.
Team and/or meeting participants; practice group leader or other key contacts.
Overall, content is narrowly focused and specifically targeted towards client; many incorporate client images/products/ info to show alignment.
Needed to start Preliminary meeting is needed to discuss areas of focus, desired content and engagement opportunity. Need client background information, method of delivery/presentation (digital or in-person), and attorney preferences for presenting.
Schedule 10 days - 2 weeks to first draft. Allow additional time for printing.
Practice and/or industry overview
What is it?
A high-level marketing piece highlighting key benefits, differentiators, and client successes. One+ pages; typically 2-sides, but additional pages can be added if needed.
Type Off the shelf templated deliverable.
Use case
Client pitches & RFPs.
Email follow-ups & prospecting.
Conferences & events.
Client onboarding / cross-selling.
Recruitment & training.
Typical content Brief descriptive paragraph of practice/industry, type of clients served, challenges.
Capabilities, list of services provided.
Representative experience.
Representative clients.
Industry insights or trends.
Differentiators / why us.
Practice group leader or other key contact.
Needed to start Locked copy or request for copy assistance with an outline, goals, audience.
Schedule 7 days to first draft
Presentation — client education
What is it?
Type
A structured presentation designed to inform and educate clients about legal concepts, industry regulations, best practices, or specific legal processes relevant to their needs. These presentations aim to simplify complex legal information, empower clients to make informed decisions, and build trust by demonstrating the firm’s expertise. Effective client education presentations bridge the knowledge gap, ensuring clients feel more confident in their legal decisions while reinforcing the law firm’s role as a knowledgeable and client-focused partner.
Customized or bespoke presentation on request; some offthe-shelf categories available.
Use case Provide clarity on legal topics, processes, and obligations. Help clients understand risks and legal strategies relevant to their business or personal matters. Foster engagement and proactive decision-making by equipping clients with essential knowledge. Strengthen client relationships by positioning the law firm as a trusted advisor rather than just a service provider.
Typical content Overview of legal principles relevant to the client’s industry or case. Explanation of processes, rights, and responsibilities. Case studies or real-world examples.
Q&A’s to address client concerns. Visual aids like infographics, flowcharts, and checklists for better understanding.
Needed to start Content outline, goals, audience.
Schedule Scope dependent. Typically, 1 week for a 20-30 slides.
Amcor Rigid Packaging
Presentation — pitch/sales
What is it? A structured, persuasive presentation designed to showcase expertise, services, and value proposition to prospective clients. It aims to establish credibility, differentiate from competitors, and ultimately secure new business by demonstrating how the firm can address the client’s specific legal needs.
Type Off the shelf template available/customized or bespoke presentation on request.
Use case Win new business by clearly articulating the firm’s capabilities and past successes.
Differentiate the firm from competitors by showcasing unique strengths and industry expertise.
Build trust and credibility by demonstrating deep knowledge of the client’s challenges.
Illustrate the firm’s approach to solving legal issues efficiently and effectively.
Typical content Introduction & firm overview – brief introduction to the firm, its history, and its key practice areas.
Understanding the client’s needs –demonstrating knowledge of the client’s business, industry, and legal challenges.
Proposed solutions & value proposition – outlining how the firm can help, including strategies, legal expertise, and past successes.
Case studies & success stories –providing real-world examples of similar work to build credibility.
Team introduction – Showcasing key attorneys and their relevant experience.
Process & approach – Explaining how the firm works, including timelines, deliverables, and methodologies.
Fee structure & engagement model – Transparent discussion of pricing and service structure.
Call to action – encouraging next steps, whether it’s a follow-up meeting, proposal submission, or engagement agreement.
Needed to start Content outline, goals, audience.
Schedule
Scope dependent. Typically, 1 week for a 20-30 slides.
IP: a strategic tool, not a commodity.
Presentation — trial
What is it?
A trial presentation in a law firm is a structured, multimedia-based presentation used in court to visually support arguments, enhance persuasion, and clarify complex legal or factual issues for judges and juries. These presentations integrate digital exhibits, graphics, timelines, and demonstrative evidence to strengthen the case and improve comprehension. A well-executed trial presentation ensures that arguments are clear, evidence is compelling, and jurors can easily grasp key points, increasing the likelihood of a favorable outcome.
Type Bespoke presentation on request.
Use case
Enhance persuasion: visually reinforce key arguments to make them more compelling. Clarify complex information: break down intricate legal or technical details for easier understanding. Improve retention: help jurors and judges remember critical facts through visual storytelling.
Streamline case presentation: organize evidence and testimony in a clear, logical manner.
Typical content
Needed to start
Case overview & key arguments – a summary of the legal claims and main points.
Chronology of events – visual timelines to help establish causation or liability.
Key evidence & exhibits – contracts, medical records, financial docs, or forensic analysis.
Witness testimony highlights – Key statements with visual reinforcements.
Demonstrative graphics – infographics, charts, or reenactments to explain complex issues.
Closing summary – recap of the main arguments, supported by compelling visuals.
Preliminary meeting is recommended. Content outline, goals, audience.
Schedule Scope dependent. Typically, 1 week for a 20-30 slides.
Presentation — leadership
What is it?
An internal presentation to leadership in a law firm is a structured presentation delivered to senior partners, practice group leaders, or firm executives to provide updates, propose strategies, or gain approval on key initiatives. These presentations focus on high-level insights, data-driven recommendations, and strategic alignment with the firm’s goals. An effective internal leadership presentation is concise, data-driven, and solution-oriented, ensuring that key stakeholders can quickly understand the impact and make informed decisions.
Type Bespoke presentation on request
Use case Communicate business strategies & initiatives – present new opportunities, operational improvements, or growth plans Provide performance updates – share financial metrics, case outcomes, client acquisition data, or practice group performance. Secure leadership buy-in – gain approval for new projects, technology investments, or resource allocation. Facilitate decision-making – present key findings and recommendations to support informed leadership decisions.
Typical content Executive summary – high-level overview of the purpose and key takeaways. Current state analysis – performance data, challenges, and opportunities. Proposed strategy or initiative – a clear plan of action, including objectives and expected benefits. Supporting data & insights – financial projections, client trends, or efficiency metrics. Potential risks & mitigation strategies –addressing concerns and solutions. Next steps & call to action – specific recommendations or requests for leadership decisions.
Needed to start
Preliminary meeting is recommended. Content outline, goals, audience.
Schedule Scope dependent. Typically, 1 week for a 20-30 slides.
Social media
What is it?
Type
Use case
Typical content
The strategic use of social media platforms to enhance a law firm’s brand, engage with clients, share legal insights, and drive business development. It serves as a digital extension of the firm’s expertise, credibility, and thought leadership while fostering connections with potential clients, industry professionals, and referral networks.
Off-the-shelf templates available for commonly used posts; bespoke and customized posts upon request.
Brand Awareness & Thought Leadership – Positioning the firm as an industry expert by sharing insights on legal trends, case law, and regulatory updates.
Client Education & Engagement – Providing valuable legal information to educate current and potential clients while fostering trust.
Business Development & Lead Generation – Attracting new clients through targeted content, case studies, and success stories.
Recruitment & Employer Branding – Showcasing firm culture, career opportunities, and attorney spotlights to attract top talent.
Networking & Community Involvement – Engaging with legal associations, industry leaders, and local communities.
Legal insights & industry trends: blog articles and thought leadership pieces on key legal issues, regulatory updates affecting businesses and individuals, case law developments and their implications.
Firm announcements & achievements, awards, rankings (e.g., Chambers, Legal 500), and firm milestones, new partner hires and leadership change, expansion of practice areas or new office locations.
Client success stories & case studies (within ethical guidelines) highprofile case wins (if publicly shareable), impactful deals closed in corporate or M&A law, pro bono and community service initiatives.
Educational & explainer content FAQs on common legal questions, step-by-step guides (e.g., “what to do when facing a lawsuit”), infographics on legal processes and rights.
Recruitment & culture showcasing employee spotlights and career progression stories, behind-the-scenes firm culture and diversity initiatives, law school outreach and internship opportunities. Live events & webinars invitations to CLEs, workshops, or client education sessions, recaps and key takeaways from legal industry conferences, panel discussions featuring firm attorneys.
Interactive & engaging content polls and Q&A sessions on trending legal topics, myth-busting posts about legal misconceptions, client testimonials and reviews.
Needed to start Content outline, goals, audience.
Schedule Scope dependent. 2-3 days for a typical post. 4-5 days for a complex post (video, animation, deck, etc.)
Brochure
What is it? Marketing materials in a wide variety of formates and sizes (booklet, pamphlet, leaf;et, etc.) used to communicate a firm’s services, expertise, and value proposition in a concise, branded format. They are often printed or available digitally (PDF) and serve as a takeaway or reference piece.
Type Bespoke deliverable on request.
Use case
Client meetings and presentations – leave-behinds or part of a pitch package.
Conferences and industry events – takeaways at a booth or panel.
Email follow-up collateral – attached as PDF in business development follow-ups.
RFP or proposal packages – supplementary material that adds visual and branding impact.
Website downloads or gated content – offered as downloadable resources to capture leads.
Recruiting purposes – to introduce the firm’s culture and practice areas to prospective hires.
Typical content Practice area brochure (explains a specific practice). Content includes: overview of services offered, key differentiators and experience, recent case studies or representative matters, relevant attorney bios, industry-specific insights or legal trends, contact information for the team lead.
Firm overview brochure (high-level introduction to the firm). Content includes: firm history and mission; core practice areas; geographic presence; accolades, awards, or rankings (e.g., Chambers, Legal 500); client philosophy or service model; key leadership bios or attorney spotlights.
Industry-focused brochure (legal services tailored to a specific industry — e.g., healthcare, tech, finance). Content includes: challenges and legal needs of that industry; how the firm addresses those needs; relevant case studies or regulatory knowledge; industry-specific credentials or partnerships.
Event or seminar brochure (promoting a legal workshop, CLE, or client seminar). Content includes: agenda and speaker list; topics to be covered; registration information; bios of presenting attorneys.
Recruiting brochure (targeting associates and/or laterals) content includes: firm overview, history, attorney testimonials and experience, benefits, culture, opportunities and mentorships.
Client onboarding brochure (welcome packet for new clients) Content includes: what to expect during the engagement: key contacts and communication protocols; process overview and timelines; billing and invoicing practices.
Needed to start Preliminary meeting is recommended. Content outline, goals, audience.
Schedule Scope dependent. Typically, 2 weeks to first draft.
Event support
What is it? Wide-ranging scope of support from invitations to on site materials and full scope multi-channel campaigns.
Type Bespoke deliverable on request.
Use case Client facing and business development events: Roundtable Discussions for Key Clients or Industry Leaders; Client Appreciation Events (e.g., receptions, dinners, private tours); Panel Discussions or Speaking Engagements; Product Launch Legal Advisory Sessions (for startup clients); One-on-One Legal Clinics or Office Hours for Clients; Industry Conference Sponsorships or Booth Participation; Thought Leadership Breakfasts or Luncheons; Networking Receptions with Clients and Referral Partners.
Internal events: Practice group retreats/strategy sessions; annual partner meetings; firmwide town halls or business updates; training workshops (e.g., DEI, leadership, tech tools); mentorship or associate development programs; team-building activities or offsites; holiday parties & cultural celebrations; milestone or anniversary celebrations.
Recruiting and talent: on-campus interviews & recruiting receptions; summer associate welcome events; law student info sessions; lateral hire integration event; bar exam celebration or send-offs; professional development bootcamps; alumni reconnect events.
Community and pro bono: pro bono legal clinics or days of service: volunteer or charity drives (e.g., food banks, clothing donations; community outreach workshops or know-yourrights seminars; fundraisers or galas for nonprofit partners; DEI Events or Celebrations.
Touchpoints
Needed to start
Invitation simple email invite distributed once, teaser email campaign including event highlights and speakers, printed or specially packaged physical invitations.
On site signage >wayfinding, >information (agenda, speakers, sessions, welcome), >infographics on legal topics, >case study posters (client stories or anonymized legal challenges and solutions), >sponsor & exhibitor signage, >hospitality & logistics posters, > branding and environmental graphics.
Presentation support presentation for speaker sessions and seminars, looping presentation highlighting main themes or capabilities.
Event or seminar brochure (promoting a legal workshop, CLE, or client seminar). Content includes: agenda and speaker list; topics to be covered; registration information; bios of presenting attorneys. Event booth or display large format, creates a branded space for conference sponsorships and appearances.
Table top displays: > Agendas, branding/awareness (trusted advisors, proven results, etc., QR code link to a practice area or attorney bios). > Conversation starters/thought leadership (ask us about, did you know, meet our attorneys: scan for bios & practice areas). > Event-specific (join us for cocktails at 5:30p, thank you for attending, let’s stay connected, hashtag #LegalLeaders, etc).
Branded give-aways/leave behinds context driven items with brand/firm/event messaging.
Video/photography pre/during/post-event coverage; edited for use in multiple channels.
Simple invitation projects require intake form with content outline, goals, audience. Larger scope event support required a meeting with key stakeholders.
Schedule 4-5 days for a simple invitation. Larger projects schedules are scope dependent.
Advertisements
What is it? An advertisement is any paid or publicly distributed communication intended to promote a product, service, brand, event, or idea to a target audience. The primary goal of an advertisement is to inform, persuade, or influence behavior—typically to encourage the purchase of goods or services, or to build awareness and reputation.
Type Bespoke deliverable on request.
Use case
Characteristics
Sponsorship ad form of advertising in which a business or organization supports an event, program, publication, or cause—often in exchange for brand visibility, name recognition, or promotional benefits. Rather than directly promoting a product or service, a sponsorship ad focuses on association and alignment with the values, audience, or prestige of the sponsored entity.
Industry ad: A law firm industry ad is a targeted advertisement that promotes the firm’s legal services, experience, or thought leadership within a specific industry or sector, such as healthcare, energy, technology, real estate, or financial services. These ads are typically placed in industry-specific publications, websites, events, or digital channels where the firm’s ideal clients are most active.
Practice ad is a targeted advertisement that promotes the firm’s expertise, services, and value proposition in a specific legal discipline—such as Mergers & Acquisitions, Litigation, Employment Law, Intellectual Property, or Real Estate. Unlike broad brand ads, these are designed to attract clients with immediate or recurring legal needs in that particular area of practice.
Institutional ad is a brand-building advertisement that promotes the firm’s identity, values, reputation, and long-term positioning—rather than advertising a specific service or call to action. These ads are designed to reinforce the firm’s presence in the legal market, highlight its legacy or leadership, and establish credibility with current and prospective clients, recruits, and peers.
Purposeful: designed to promote, sell, or build recognition.
Targeted: directed at a specific audience or demographic.
Message-driven: communicates a clear, concise value proposition or call to action.
Strategic placement: appears in paid media spaces (print, digital, TV, radio, social media, billboards, etc.)
Creative in format: uses design, language, and visuals to capture attention and drive engagement.
Examples A billboard.
A banner ad in an industry publication.
A sponsored social media post about a firm’s webinar or client success.
A print ad in a magazine showcasing a brand’s achievements.
Needed to start
Schedule
Simple invitation projects require intake form with content outline, goals, audience. Larger scope event support required a meeting with key stakeholders.
Simple sponsorship ads -3 days. Institutional, Practice, and Industry ads 4-5 days for initial concepts. Meeting with key stakeholders recommended.
honigman.com
Email marketing
What is it? Email marketing in a law firm context refers to the strategic use of email to communicate with clients, prospects, referral sources, and internal stakeholders. It involves sending carefully crafted, permission-based messages to targeted lists to build relationships, demonstrate thought leadership, share legal updates, promote events, and support business development objectives
Unlike general advertising, email marketing is typically more personalized, segmented, and contentdriven, allowing law firms to deliver timely, relevant insights directly to their audience’s inbox.
Type Bespoke deliverable on request or ongoing implementation of an email template.
Use case 1. Client alerts & legal updates (Vuture)
> Notify clients of new regulations, court decisions, or changes in the law
> Example: “New FTC Rules on Noncompete Agreements: What Employers Need to Know”
> Strengthen client and referral relationships through thoughtful, timely outreach
> Example: “Season’s Greetings from All of Us at [Firm Name]”
6. Lead nurturing campaigns (Vuture/Outlook)
> Educate prospects with a series of value-driven emails that build trust over time
> Example: “5 Things Startups Should Know Before Raising Series A Funding”
7. Internal firm communications (Vuture/Outlook)
> Keep attorneys and staff informed about important updates from professional services departments.
> Example: Mentoring Matters, Practice Innovation Newsletter, ART Initiative, etc.
Characteristics and benefits
Cost-effective and measurable outreach.
Customizable and targeted by industry, role, or interest.
Builds long-term relationships and positions attorneys as trusted advisors.
Supports cross-selling and up-selling across practice areas.
Helps drive attendance and engagement for firm events.
Needed to start Simple invitation projects require intake form with content outline, goals, audience. Stakeholder meeting is recommended for larger scope, campaigns, newsletters, etc.
Schedule
Simple email invite - 3-5 days. Other projects are scope dependent and a schedule will be provided when project parameters have been established.
What is it? A QR code business card is a modern, digital-enhanced version of a traditional business card that includes a scannable QR (Quick Response) code. When scanned with a smartphone or device, the QR code links directly to relevant digital content, such as a professional contact profile, attorney bio, vCard, website, or marketing collateral.
This type of business card blends the tangible experience of print with the functionality and convenience of digital, making it easy for recipients to save contact details, access more information, or engage with your law firm online.
Type Bespoke deliverable on request
Use case 1. Attorney Bio Access
> Link the QR code to the attorney’s biography page on the firm website.
> Use case: Conference attendees can quickly view your practice focus, credentials, and publications by scanning your card.
2. Vcard download
> Enable recipients to instantly download your contact information into their phone’s address book.
> Use case: At networking events or client meetings, eliminate the need for manual entry of email/phone details.
3. Practice area or industry expertise
> Link to a digital brochure, one-pager, or landing page showcasing your team’s capabilities.
> Use case: A partner attending a healthcare conference can direct contacts to the firm’s Health Law group overview.
4. Event-specific campaigns
> Create a unique QR code for a temporary page with event-specific resources or registration.
> Use case: attorneys hosting a CLE can hand out cards linking to presentation materials or sign-up forms.
5. Cross-selling opportunities
> Link to a curated set of services or thought leadership relevant to the client’s business.
> Use case: A transactional lawyer can include a QR code leading to the firm’s cross-border M&A insights.
6. Recruiting and lateral hiring
> Direct prospective hires or law students to the firm’s careers page or culture video.
> Use case: Campus recruiters can share a scannable card that introduces the firm’s summer program.
7. Digital-first networking
> Support contactless networking where physical cards are limited or impractical.
> Use case: virtual event attendees can display a scannable QR code on screen or in digital event platforms.
Needed to start Attorneys, attorney admin assistant, or BD manager fills out QR card order form: selects desired card design and where the QR code link is directed.
Schedule Approx 5-7 days to card delivery
248.566.8484 jchau@honigman.com
Given the high volume of requests our design center manages—over 550 annually—it’s crucial that we submit fully edited content. This allows the design team to work through projects efficiently and ensures yours is delivered on time.
To ensure we meet your deadline efficiently, we ask that all content and edits are finalized before submitting a request to the design center. With over 550 design requests annually and limited resources, having content locked in advance allows us to streamline the process and avoid delays.
I’m here to help ensure your materials are as polished and timely as possible. Locking in all content before design not only speeds up the process but also ensures your project receives the focus it deserves.
We work with one in-house designer and a few freelancers, so to keep things moving smoothly across all projects, we aim to minimize backand-forth revisions. Finalizing your content beforehand allows us to prioritize your project and deliver a polished final product more quickly.
We’ve found that projects move much more efficiently when content is finalized before design begins. This approach helps us meet deadlines while maintaining quality, as it reduces the need for multiple revision cycles.
Terminology
A/B Test: Sending an ad or web page, with different headlines or copy to two different groups to determine the effectiveness of each.
Above the fold: The upper half of a newspaper or the section of a web page that is visible without scrolling.
Ad copy: All printed text in an advertisement.
Ad impressions: The number of times an advertisement is seen by audiences.
Ad server: A web server that saves online ads and delivers them to website visitors.
Ad words: An advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in search engine results.
Advertising: A paid commercial message promoting the university and/or its campuses, units, programs, events, and people. An advertisement can appear in print or electronic publications, on websites; on radio, television, or other means of electronic distribution (such as podcasts); and on public media such as banners, billboards, kiosks, and signage in transportation hubs.
Advertising plan: An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.
Advertorial: An advertisement that resembles a news article or editorial in a print or electronic communication that promotes a single program, service, or point of view.
Agency commission: The agency’s fee for designing and placing advertisements. Generally, this is calculated as 15 percent to 20 percent of the amount spent to purchase space or time in the various media used for the advertising.
Aggregator: A publication that collects content about a similar topic from many sources and distributes it one package. Most common in email newsletter format.
B
B2B: Business-to-Business; commerce transactions between businesses.
B2C: Business-to-Consumer; goods or service transactions between a business and the end-user or consumer.
Banner ad: A graphic image used on websites to advertise a product or service. Banner ads come in numerous sizes but often are rectangular.
Billboard: An outdoor sign or poster. Costs for a specific billboard are determined by the board’s size and the amount of traffic that passes its location.
Bleed: Allowing a picture or advertisement to extend beyond the normal margin of a printed page, to the edge of the page.
Bounce rate: The percentage of initial visitors to a site who “bounce” to another site instead of staying on the original website.
Bus card: An advertising poster attached to the side or back of a bus.
Bus Wrap: An advertising message imprinted on highquality vinyl adhesive that is attached to the bus exterior.
CCable TV: Television stations whose signals are carried to households by cable and paid by subscription.
Channel: Any medium through which a message can be sent to a receiver, including oral communication, print media, TV, and the internet.
Circulation: The total number of distributed copies of a publication at a specified time.
Classified advertisement: In print media, any advertisement that is limited to certain classifications of goods and services (such as program and events listings) and usually limited in size and content.
Click through: The action of clicking on a digital ad, which results in being redirected to the web page to which the ad is hyperlinked.
Click through rate: The percentage of impressions that resulted from a Click Through, calculated by dividing the number of clicks by the number of impressions.
Closing date: The date by which all advertising must be ordered from a specific medium in order to secure dates, times, and placements.
Column inch: A unit of measure by newspapers whereby advertisement space is purchased by the width, in columns, and the depth in inches. For example, an advertisement that is three standard columns wide and five inches tall (or deep) would be 15 column inches.
Comp: Short for comprehensive, this is a layout that resembles, as closely as possible, the finished project. Comps are often created for ads, brochures, packaging, etc.
CPC: Cost Per Click is one of the online payment models used to charge advertisers for each click through on a digital ad.
CPM: Cost per thousand; an online payment model which charges advertisers for every 1,000 impressions their ad receives.
CRM: Customer Relationship Management refers to how a company manages data about its customers.
CTA: Call to Action is a marketing message that directs visitors to a specific action such as requesting a brochure.
CTR: An abbreviation for Click Through Rate
D
Demographics: Information regarding the size and characteristics of a particular population of interest such as age, gender, income, education, etc.
Designated market areas (DMA): The geographical areas in which TV stations attract most of their viewers.
Direct marketing: The process used to send advertising messaging directly to customers or potential customers; commonly used in email campaigns.
Direct response: Ads that allow recipients to respond directly to the sender to purchase a product or service or get more information.
Display advertisement: In print media, any advertisement other than a classified ad.
Drive time: The hours when the most commuters are in their cars. During “drive time,” radio advertising costs more because of increased listeners.
Duration: The length of viewing/ listening/broadcast time (in hours:minutes:seconds) for a radio, television, webcast, podcast, CD, video, or other electronic formatted production.
E
Editorial calendar: The part of a magazine or newsletter media kit that describes the editorial content planned for each issue in the coming year.
FFlat rate: A media rate that allows for no discounts.
Frequency: Term used to describe the number of times and ad is shown to the same visitor during a
particular session or time-frame.
Full-service agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement.
GGeotargeting: Showing ads or content based on the physical location of the user’s internet access.
HTML: Hyper text Markup Language is a computer programming language that helps control the format of a document’s content and design online. Often used to format email marketing messages for reliable display in many email clients.
Hyperlink: HTML code that, when clicked on, redirects the user’s browser to another web page.
IImpressions: Use each news outlet’s circulation number (or listenership, viewership, audience, or number of subscribers or members).
Inline ad: An online ad located anywhere on the page that consists of a few lines of copy and/or an image together with a link or email address for action.
Insert: Advertisement or other promotional matter published by an advertiser to be inserted in a magazine or newspaper. It may be bound into the publication or inserted loose without binding.
Insertion date(s): The day or issue month your advertisement appears in the publication.
Insertion order: A written authorization for a publisher to run a print advertisement in a specific publication on a certain date at a specified price.
IP address: The numeric address that is translated into a domain name by a domain name server.
JJPEG (.jpg): A common image file format that is very effective at displaying high color images in a compact file size. Photographs to be used on the internet often are compressed as .jpgs.
Jump page: The page that is displayed when a user clicks on a website banner. Often this is just the homepage for a product or service, but special promotions may have more complicated pages.
LLanding page: The page on a website where one is taken after clicking on a digital ad.
Local time: Radio spots available for purchase by a local advertiser.
MMarketing campaign: A specific series of strategies, tactics, and activities designed to get desired marketing messages to intended target markets. A marketing plan should be researched and developed to include an outline of what goals the campaign is to achieve, how to accomplish those goals, and how to measure the success of the campaign in achieving those goals.
Media kit: Information offered to potential advertisers by publishers to help the advertisers understand the publisher’s rates, visitor demographics, terms, etc.
Media outlet: A publication or broadcast organization that transmits information, news, entertainment, and advertising messages. Media outlets can include print publications, electronic newsletters, websites, billboard, radio stations, as well as broadcast and cable TV stations.
OOut-of-Home: OOH is advertising that reaches the consumers while they are outside their homes and would include advertisements placed on billboards, buses, shopping area directories, etc.
Opt-in: A process where a user voluntarily agrees to receive email.
Opt-out: A process where a user voluntarily agrees to stop receiving email.
PPage view: When a user’s browser requests a web page.
Pay per click: An online payment model where advertisers pay for each click through on their ad.
Pay per impression: Online payment model where advertisers pay for every 1,000 impressions of their ad.
PDF (Portable Document
Format): An open file format used to create or view documents. PDF files can be used to review and approve ads. In some cases, they also can be used as the final file format sent to the media outlet.
Keyword: A word or phrase entered into a search engine to receive matching and relevant results.
Keyword density: The measurement of how frequently a keyword appears within a web page.
Medium (plural, media): A vehicle or group of vehicles—such as newspapers, websites, television, cable television, radio, billboards— used to convey information, news, entertainment, and advertising messages to an audience.
Podcast/podcasting: A media file that is distributed over the internet using syndication feeds for playback on portable media players and personal computers.
Pop-up: An ad that appears in a separate window either on top of or underneath the user’s current web page.
Preferred position: A position in a printed publication that is thought to attract more reader attention and is sold at a higher rate; for example, the back or inside front cover of a magazine.
Prime time: Highest level of TV viewing (8 to 11 p.m. EST).
Proof: Copy of the advertisement distributed for changes or corrections prior to final approval.
Public service announcement (PSA): Announcement on television or radio serving the public interest typically run by the media at no charge.
RRate: The amount charged to an advertiser based on unit of space or time purchased. The rate may vary from national to local campaigns, or it may be a fixed rate based on a specific market.
Rate card: Information cards provided by both print and broadcast media that contain information about advertising costs, mechanical requirements, special issues, closing dates, cancellation dates, circulation data, etc.
Reach: The total number of people or households exposed to an advertisement during a specified time. Reach measures the true extent of audience exposure to a medium and is usually expressed as a percentage of the total market.
Reservation date: The day you request that a publication set aside space for your organization because you will be advertising in a particular issue. Typically, advertisement space must be reserved a number of days in advance of the insertion date.
Rich media: An advertising technique that includes richer graphics, audio or video within the ad.
ROI: Return on Investment is the process used to determine if the benefits of an ad campaign are above or below the amount of money spent.
Rotation: A banner that is in rotation on a page or group of pages; other ads may be shown when the ad is reloaded.
RSS: Really Simple Syndication (RSS) is a format designed for automatically distributing headlines and other web content.
Run date: The day your advertisement appears in the publication; also known as insertion date.
Run-of-press (ROP): A newspaper publisher’s option to place an advertisement in whatever section is available rather than in a preferred section, such as business, education, or classifieds. Also known as run-of-paper.
Run-of-Schedule (ROS): A broadcast station’s option to place an advertisement in any time slot they choose; also known as run-of-station.
Run-of-site: A website’s option to place an advertisement on any web page of the targeted site.
SSEM: Search Engine Marketing is the practice of promoting a website through a search engine.
SEO: Search Engine Optimization is the practice of promoting a website by publishing content to attract a search engine’s organic listings.
Session: A series of web page requests by a visitor without 30 consecutive minutes of inactivity.
Sidebar ad: An online ad (also known as a skyscraper ad) that is vertically oriented and positioned on the left or right edges of the web page.
Space reservation: Notification to a media vendor, either written or verbal, of intentions to run an ad.
Spam: Sending unsolicited emails in bulk, often containing commercial advertising messages.
Splash page: Also known as a “jump page”—a special entrance page to a site.
Split run: Sending an ad or web page, with different headlines or copy to three or more different groups to determine the effectiveness of each.
Spot: (Spot Announcement): 15-, 30-, or 60-second radio or television commercial.
Spot color: The technique of coloring for emphasis some areas of basic blackand-white advertisements, usually with a single color.
Terminology
Spot television (or radio): Time slots purchased on a market basis rather than through a network and allowing for greater flexibility for advertisers.
Sticky: A term used to describe a website on which visitors stay for longer than normal.
Storyboard: A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard provides a good representation of the concept for a commercial before extensive production charges are incurred.
Submission date: Date by which advertisement must be provided to the medium in order to appear on or in a specific date, time, or place.
Subway card: Advertising poster attached to the interior of a subway car or train.
Syndication feed: A form of syndication in which content on a website is made available for other sites to use.
T
Target audience: A specific audience or demographic group for which an advertising message is designed.
Time slot: A specific time bought for airing a commercial on radio or television.
Total audience plan (TAP): A radio advertising package rate that guarantees a percentage of spots in the better parts of the day.
UUnique visitors: The total number of distinct visitors to a site with a specified time frame.
URL (uniform resource locator): The URL is the internet “address” of a website or web page. A browser requires this information in its location box in order to load a web page.
VVoice over: A recorded narrator who is heard but not seen in a television commercial, or narration that is distinct from the scene portrayed in a radio commercial.
Volume discount: A price discount offered to advertisers willing to commit to a certain quantity of advertisements at a certain rate.
WWebcasting: The process of delivering audio and/or video online. Audio or video webcasts can be delivered live (as an event happens) or on-demand (at the user’s convenience). They can be streamed (delivered progressively as it is viewed) or downloaded (delivered in its entirety before it can be played) by the user. Advertisements can be inserted at the beginning of the webcast.
Whitelisting: The process by which an email domain is registered as trusted by a recipient server. Email coming from a whitelisted domain will not be flagged as spam.
Honigman is an Am Law 200 full-service general business law firm with more than 350 attorneys. Our lawyers counsel clients on complex issues in more than 60 areas of law. We pride ourselves on understanding our clients’ businesses and being exceptionally responsive to their business goals and needs. The proficiency and experience of our attorneys—backed by our client-centric model and competitive cost structure—allow Honigman to successfully compete with large, national law firms.
IP Legal Professionals
Real Estate
Handled transactions in every state
Handled transactions in every state
Intellectual Property
3,900+ patents filed and 2,000+ granted in 2023.
20
Ranked Band 1 in Michigan by Chambers USA for 20 years.
60+
We counsel clients in complex legal issues in over 60 areas of legal practice.
Why Honigman? Real Estate
3,900+ patents filed and 2,000+ granted in 2023. 1,111 trademarks filed and managed and 19,275+ registrations in 2023. Mergers & Acquisitions in 2023. Ranked #2
Total deal value 2022-2023 was over $25,000,000,000.
279M+ 25B+
Total transactions handled by our team in 2022-2023.
Nearly 40% of our IP team have advanced degrees, including Ph.Ds. in scientific and technical areas.
60+ 2023 3,900 1,111 40% 40+ Litigators
Representations 2022-2023 encompassed over 279,000,000 square feet.
Shortlisted for LMG Life Sciences 2023
1,111 trademarks filed and managed and 19,275+ registrations in 2023.
Nearly 40% of our IP team have advanced degrees, including Ph.Ds. in scientific and technical areas. patent bar qualified practitioners. We counsel clients in complex legal issues in over 60 areas of legal practice. Recognized as a “Litigation Standout” by BTI Consulting in 2023.
patent bar qualified practitioners.
Corporate Honigman is an Am Law 200 full-service general business law firm with more than 350 attorneys. Our lawyers counsel clients on complex issues in more than 60 areas of law. We pride ourselves on understanding our clients’ businesses and being exceptionally responsive to their business goals and needs. The proficiency and experience of our attorneys—backed by our client-centric model and competitive cost structure—allow Honigman to successfully compete with large, national law firms. 20
