Marketing and Branding: The Challenges of a Merger

With client needs growing faster than it could handle, the venerable Georgia law firm of Gambrell & Stolz determined that a strategic merger was the best solution both for clients and its own lawyers. Joining with the right firm would expand capabilities in the near term while assuring future advantage in recruiting and retaining top-notch legal talent. An in-depth study of potential merger partners determined that the Tennessee-based firm of Baker, Donelson, Bearman, Caldwell & Berkowitz, PC was the best fit. For Gambrell & Stolz, the challenge was in giving up its name, which was an established and respected statewide brand. At the same time, Gambrell was aligning with a well-respected firm which already had an Atlanta presence. How would the marketplace respond? The Schapiro Group was engaged to design and implement a marketing plan to re-introduce the former Gambrell & Stolz as Baker Donelson in Atlanta, better able to meet clients’ needs yet doing so in the tradition of trust and service for which the old firm was known. Less than two years later, Baker Donelson has built successfully on the Gambrell & Stolz heritage while adding the capabilities necessary to support client growth. Proving that it can attract and keep high caliber attorneys in the Atlanta practice, Baker Donelson is securing its place in the Southeast’s largest market.

Linda A. Klein Managing Shareholder Baker, Donelson, Bearman, Caldwell & Berkowitz, PC www.bakerdonelson.com

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Rolling Out a New Service

In 1997, United Way of Metropolitan Atlanta received a technology donation from Williams Communities. This gift, along with a three-digit number assigned by the Georgia Public Service Commission, enabled United Way of Metropolitan Atlanta to create the country’s first around-the-clock information and referral service, United Way 2-1-1. Since then, highly trained call center agents have answered more than 3 million calls, every one confidential and free. Today, the fully searchable United Way 2-1-1 database of more than 4,500 agencies and programs is also online, making it easier than ever for metro Atlanta residents to find or give help. In addition to steering thousands of individuals and families to the resources needed, United Way 2-1-1 has guided the work of our entire organization. Many of our strategic decisions around education, income, health and homelessness are based upon the data that United Way 2-1-1 meticulously collects 24 hours a day, 7 days a week. What started in Atlanta is now available to more than 80 percent of people in the US, and legislation is before Congress to make 2-1-1 a national effort.

This commitment to quality has helped make United Way 2-1-1 the leader among information and referral services nationwide. All of us at United Way of Metropolitan Atlanta are grateful for United Way 2-1-1 and for the privilege of serving the community that made it possible.

Milton Little Jr. President United Way of Metropolitan Atlanta www.unitedwayatlanta.org

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Organizing a Community

The Medicare Diabetes Screening Project (MDSP) educates seniors across America about the importance of being checked for the disease, which affects nearly 24 million Americans and increases the risk of heart attack and stroke. MDSP chose Columbus, Georgia as the site for one of several pilot programs encouraging older adults to be screened. Research with consumers and health care providers conducted by The Schapiro Group was used in planning and implementation. The strategy of the pilot was to “organize the organized,” which led to a coalition comprised of the Columbus Research Foundation, the local Area Agency on Aging, Chamber of Commerce, churches, senior centers and the public health department, among others. Local fire departments were enlisted to offer free risk assessments, which proved so popular that they were extended beyond the original deadline. The success of the Columbus model led MDSP to establish similar coalitions in four other Georgia cities. The next step, a statewide council, is now being organized.

Jay Hedlund Director Medicare Diabetes Screening Project www.screenfordiabetes.org

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Starting Off with a New Client

At a key point in his transportation consulting career, Jon Ringler found himself in a difficult spot on two large projects for his company's biggest client. On the first project, he inherited some issues that complicated the project wrap-up. The second project, which was gearing up, involved technical areas that were outside his experience. Ringler focused on the need to maintain the client's confidence. Drawing from his training as a pilot, he remembered the mantra for a pilot who gets lost - "Climb, conserve and confess." He would "climb" by taking a big-picture view, "conserve" the project's budget until he was comfortable moving ahead, and "confess" by bringing in people with expertise that he lacked. It was the late '90s, and the dot.com bubble was starting to burst. Smart, technically savvy people were looking for jobs, and Ringler could cherry-pick. While none of his several new hires had transportation experience, he believed their talents transcended industry sectors. They proved him right, paving the way for a solid client relationship that continues to this day.

Jon Ringler Director of Operations Serco www.serco-na.com

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Turning Vision into Reality

Gwinnett County is known for turning vision into reality, having transformed itself in a few short decades into an economic powerhouse with a high quality of life. Even so, Caryn McGarity saw an unfulfilled opportunity. As Executive Director of the Gwinnett Convention and Visitors Bureau (GCVB), she was convinced that stronger promotion of the arts could boost the county’s tourism appeal while broadening horizons for residents. The chance to drive this idea came as she served on the steering committee of Partnership Gwinnett, a high-level visioning project of the Gwinnett Chamber of Commerce to guide growth in the county. The group designated 10 strategic areas for emphasis, with tourism and the arts among that top 10. Their inclusion in the plan paved the way for GCVB to assemble an arts leadership team and develop a strategic plan for promoting arts and culture. Engaging The Schapiro Group to tailor a plan around existing resources, by the summer of 2008 the team was cultivating funds for local arts grantmaking. Despite a slowing economy, $100,000 was quickly raised to seed the effort. Continuing to lay groundwork, McGarity and the team see growing enthusiasm for their mission. As resources build, the arts will become a vivid part of Gwinnett’s future and a magnet for tourism.

Caryn McGarity Executive Director Gwinnett Convention & Visitors Bureau www.gcvb.org

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Defying the Odds

In 2001, Atlanta City Councilmember Cathy Woolard was contemplating a run for Council President. As a district representative whose constituents represented about one-twelfth of the city’s population, she would need to vastly extend her reach in order to win citywide. Data became an important component of every decision in that race, including the one to get in. After careful analysis of every data point available about voters and voter behavior, Cathy determined that this was a winnable race. That analysis, combined with polling data, gave her what she needed to run a highly targeted campaign. Resources were spent where they could do the most good. By the time election day rolled around, Cathy’s targeted voters knew who she was and what she stood for. More importantly, they were motivated to vote for her and encouraged to vote by the campaign. On election day, she was among the top two vote-getters and headed for a runoff. That’s where her dedication to data truly paid off. Armed with her analysis of turnout trends and her carefully assembled database of known supporters, she was able to turn her voters out for a decisive runoff victory. Data underlay a highly strategic and tactical effort. Coupled with good execution, Cathy was headed for the President’s gavel.

Cathy Woolard Executive Vice President - Global Advocacy & External Relations CARE www.care.org

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We’re Proud of Our Clients

The Community Foundation for Northeast Georgia (www.cfneg.org) received the D. Scott Hudgens award from the Gwinnett Chamber of Commerce.

Market Street Services CEO and Founder Mac Holladay (www.marketstreetservices.com) received the Life Member Award from American Chamber of Commerce Executives (www.acce.org).

Atlanta Public Schools Superintendent Beverly Hall (www.atlanta.k12.ga.us) was selected to receive this year’s Leadership in Education award from the Keystone Center.

Linda Klein, Managing Shareholder of the Georgia office of Baker, Donelson, Bearman, Caldwell & Berkowitz, P.C. (www.bakerdonelson.com), received the Edmund S. Muskie Pro Bono Award from the Tort Trial & Insurance Practice Section (TIPS) of the American Bar Association.

Caryn McGarity, Executive Director of the Gwinnett Convention and Visitors Bureau, (www.gcvb.org), was identified in the Atlanta Business Chronicle Power Book 2009 as one of the metro area's top industry leaders.

Business and civic leader Alex Wan has announced his candidacy for the open Atlanta City Council District 6 seat (www.AlexWanforAtlanta.com).

Ellen Mendelsohn, Senior Project Manager for Economic Development at Central Atlanta Progress (www.atlantadowntown.com), was selected for the Leadership Atlanta L.E.A.D. class of 2010.

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TSG Serves the Community

An opinion is a terrible thing to waste…TSG President Beth Schapiro recently shared her insights on policy and politics with Women in Finance, the Atlanta Regional Commission Public Involvement Advisory Group, and the Georgia Executive Women's Network. Beth also served as emcee for a Public Officials Appreciation gathering hosted by Refugee Resettlement and Immigration Services of Atlanta.

Lots of BS…The Georgia State University Women’s Movement Archives Project (www.library.gsu.edu/spcoll/women/oralhistory/) is honoring Beth as its 2009 Shero of the Year in October. The reception, titled “A Little Bit of BS Goes a Long Way”, will be a fun-filled way to support this important effort.

Enquiring minds want to know…Strategist Bobby Jo Otto is a volunteer for the public housing project at Georgia State University, where she is pursuing her doctoral degree in sociology. While the project is multi-faceted, her time has been spent interviewing public housing residents about their concerns regarding relocation to other housing units throughout the Atlanta area.

Shooting star…Photography is one of the hobbies of Office Manager Heather Beckett. She recently volunteered her time and photography services to the shooting of the “What Is It To You?” campaign for the "It Is Up To Us ..." initiative (www.itisuptous.info/ This was a 3-day event that featured numerous community leaders, educational leaders, musicians, and social activists sharing their perspectives on the importance of community engagement, mentoring, volunteering, and charitable giving.

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