LPM Law Video Awards, Large Firm Winner | Choate Hall & Stewart, LLP

The Choate vs. Megafirm video series showcases two actors -- a Choate and a megafirm associate -- bantering about life at their two firms in a lighthearted and funny way, covering Choate's key recruiting messages. When we made these videos, among law students, Choate was the least-known of Boston's five leading firms; we wanted to position the firm's competitive advantages to gain visibility and solidify our stature in the market as a top-tier alternative to larger, more visible megafirms. The videos introduced recruits to Choate in an engaging way, serving as a "first-impression" to familiarize law students with who we were and what we had to offer using a medium they could relate to. Since 2007's launch, the website and most notably, the videos, have been a game changer. Students' increased awareness of the firm enhanced their ability to self select Choate resulting in a higher percentage of interviewees being the right fit and ultimately, incoming classes with higher credentials. The videos have been featured prominently in The Boston Globe, The National Law Journal, The New York Times and The Wall Street Journal's blog, as well as international business press in the UK and Singapore. Students, many of whom viewed the videos prior to on-campus interviews, said the videos "put a human side on the firm that they weren't seeing at other firms," and they especially appreciated the professionally acted videos for "saying it all while saying so little."

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