August 26, 2008
Statewide Lawyers' Organization Taps Rella:Cowan
DURHAM, N.C. - Rella:Cowan, a strategic marketing and advertising firm, was recently hired by a North Carolina trial lawyers organization to provide marketing expertise on a range of communications for the organization, particularly launching its new identity. N.C. Advocates for Justice (NCAJ), formerly N.C. Academy of Trial Lawyers, is launching its new name this year and Rella:Cowan is on board to help navigate and get the word out.
"Every time we meet with Rella:Cowan, we learn something new," says Dick Taylor, CEO of N.C. Advocates for Justice. "Our members rely on us to make sure that the organization's message is heard. And with guidance from Rella:Cowan, we feel confident that we'll be successful."
Rella:Cowan's team has experience working with companies who undergo name changes, and the agency takes the opportunity of having a new identity to further the mission of the organization. Research conducted in the past two years by NCAJ shows that public perception of the term "trial lawyer' is somewhat negative, while the term "advocate" is positive. Therefore, the group of trial lawyers decided to reframe the debate by changing their name.
Through an ongoing relationship, Rella:Cowan will develop an array of marketing materials, PSAs, a new website and consult with NCAJ. These efforts aim to help the organization elevate the image of trial lawyers by focusing on the positive outcome of the work that they do for their clients.
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