Case Study | Legal | Personal Injury
Personal Injury Marketing
A bilingual injury firm that became a household name in the community it serves
How a Regional footprint personal injury firm went from a quiet website to a brand the Spanish-speaking community recognizes: a refreshed logo and bilingual website, Spanish and English video ads, a monthly social calendar, settlement and client-story content, merchandise, community soccer sponsorships and ticket giveaways, and a search footprint that grew more than twelvefold.
The Client
Razi Law Group
A personal injury firm with statewide case intake across every major region of its state. The firm's edge is its people: a bilingual team that meets Spanish-speaking clients in their own language, and a founder who wanted the firm to be known in the community before anyone needed a lawyer.
We started in March 2024 with a discovery report and brand roadmap, then built the program around one insight: trust comes from showing up. A logo refresh and bilingual website, Spanish and English video ads filmed in the firm's offices, a monthly social and carousel calendar, client-story and settlement photography, a "Para La Raza" merchandise line, community soccer sponsorships and pro sports ticket giveaways, and email and text campaigns to clients and referral partners. The firm is still a client today.
Services
By the Numbers
Objectives and Approach
Become a Household Name Before Anyone Needs a Lawyer
Personal injury is the most expensive category in legal advertising, and billboard firms own the freeway. The discovery report pointed another way: embed the firm in the culture of the community it serves, in its language, at its events, on its feeds, so that when a family needs help the name is already familiar.
Brand and Bilingual Website
A logo refresh, a site rebuilt in English and Spanish with practice area pages, city pages for eleven markets, testimonials, a "Get Razi" intake flow and QR codes that route from print and events to the site.
Video in Two Languages
Spanish and English ad series filmed in the firm's offices on green screen, vertical cuts for Reels and TikTok, a client testimonial shoot and a logo bumper for every video.
Social Every Month
Carousels on what to do after an accident, the 24 hour rule, lowball offers and rideshare claims, client story and settlement celebration posts, holidays and giveaways, in both languages.
Community and Culture
The "Para La Raza" merchandise line, sponsorship of community soccer, pro sports ticket giveaways, branded event banners and email and text campaigns to clients and referral partners.
Services Marketed
Nine Practice Areas, Every One in English and Spanish
Each practice area has its own page in both languages, its own carousel topics and its own place in the video series.
Community and Content
On the Field, On Set and In the Office
Sponsored soccer, a client reunion at the office, production days on green screen and the team off the clock, all photographed by our crew and fed into the social calendar.
Giveaways and Game Day
Tickets, Winners and a Firm People Root For
Ticket giveaways turned followers into fans: baseball Opening Day and a rivalry series, soccer sideline seats promoted in English and Spanish, winners announced on camera and then followed to the game. Between giveaways the firm shows up for the city it serves, from a hole sponsorship at a city agency golf tournament to a team bowling night.
Settlement Day
The Photo Every Client Wants to Take
The check presentation is the firm's signature social post: the client, the attorneys and the oversized check in the lobby. Each one is a story told without a word of advertising, and the series runs all year across Instagram, Facebook and the website. Amounts and client names are blurred here for confidentiality.
Video
Spanish-Language Ads, Filmed in the Firm's Office
A vertical ad series in Spanish and English, written from the firm's own intake conversations, shot on green screen and cut for Reels, TikTok and paid social.
Search Engine Optimization
Found in Both Languages
The site ranks for the firm, its attorneys and the Spanish accident and injury searches its clients actually type, with city pages in English and Spanish for eleven markets.
Top-10 examples, March 2025 tracking: abogados de accidentes y lesiones, abogado de accidentes en español, abogados de accidentes en espanol, abogado para accidentes y lesiones.
Brand, Ads and Merchandise
Para La Raza
A refreshed mark, a story-driven ad series, and a merchandise line that turned the firm's community promise into something people wear.
What We Managed
A Marketing Department for a Bilingual Injury Firm
Impact Summary
A Firm the Community Knows by Name
Two years in, the firm's search footprint is more than twelve times what it was, its videos reach millions a month, its name is on jerseys and banners across the community it serves, and the Spanish-speaking families it set out to help are finding it first.
See How We Market Injury Firms