Pond Lehocky
Branding Philadelphia’s Leader in Workers’ Compensation
01
The Situation
Pond Lehocky was facing a crowded Philadelphia workers’ compensation market, new competitors, and a website that wasn’t driving organic traffic. Marketing tools like email automation weren’t performing, and the firm lacked a differentiated brand that clearly communicated why clients should trust them.
02
The Insight
The firm’s expertise was clear, but their marketing wasn’t reflecting their approachability, empathy, or commitment to fight for clients. We realized the key to growth was humanizing the brand while maintaining credibility and strength, removing barriers between potential clients and attorneys.
03
The Strategy
Hanlon built a multi-layered strategy to reposition Pond Lehocky as Philly’s trusted workers’ compensation firm:
- Developed the “Tell Us Your Story” brand positioning, highlighting empathy, strength, and expertise.
- Rebuilt the website on a modern CMS with SEO best practices, scalable for new practice areas and fully integrated with the firm’s CRM and case management systems.
- Overhauled email marketing with Salesforce consultants, improving list segmentation, lead attribution, coding, and reporting to drive measurable engagement.
- Executed a 360° go-to-market campaign, including digital, social, TV/CTV, outdoor, events, and sponsorships to relaunch the firm with maximum visibility.
04
The Activation
From website redesign and SEO optimization to multi-channel campaigns, every touchpoint reinforced Pond Lehocky’s approachable, capable, and client-first positioning. Email campaigns, social content, and digital ads were carefully targeted to reach potential clients and referrers across the region, while tracking performance to optimize leads and ROI.
05
The Impact
The relaunch delivered immediate and measurable results:
- Organic website traffic grew 52% within the first three months, driving a steady influx of new case leads.
- Email marketing performance improved significantly, with better delivery, tracking, and lead attribution.
- “Tell Us Your Story” campaigns generated over 1 million impressions per month, connecting with audiences across the region.
- The firm re-established itself as Philadelphia’s leading workers’ compensation law firm, differentiated from competitors through a clear, humanized brand.
52%
growth in organic website traffic
1 Million
campaign impressions
per month
40%
increase in case inquirers
Working with Hanlon brought the strategic clarity and marketing leadership we needed to grow. Their team helped us humanize our brand, modernize our digital presence, and launch a campaign that truly resonated with our audience. The results were immediate, organic traffic increased 52% in the first three months and case inquiries and referrals followed.”
Thomas J. Giordano, Jr
Founding Partner