Engel Advogados

This is the Leading Brand in Advocacy for the defense of Consumer Rights in the Curitiba region

Leading Brand in Consumer Law in Curitiba Square
Engel Advogados  Engel Advogados

Engel Advogados

Today (2020), it is the Leading Brand in Advocacy for the defense of Consumer Rights in the Curitiba region. However, in 2013 the office led by Lawyer Julio Engel presented a challenge: how to get out of anonymity and move towards growth in the super-competitive business of Law.

Consultancy carried out between 06/2013 and 05/2014. 
Complementary operation carried out between 10/2015 and 02/2016. 

Engel Advogados

Founded in 2008 by lawyer Julio Engel, the legal office Engel Advogados He developed his career with a competent activity in Civil Law, with a strong development in Consumer Law.

Always structured on solid studies of the jurisprudence involved in each type of action, they quickly managed to develop an agile and scalable model for managing legal actions. This fact allowed it to attract many clients, maintaining excellent service and quality in defending justice for its clients. All strictly respecting the strict ethical standards of the Law Firm.

As a result, the law firm achieved a certain level of organic growth in the volume of legal actions handled by the team. As they received a considerable volume of referrals from satisfied customers, which ensured reasonable financial health.

However, there was a major management challenge: Even with the enormous demand, competition within all segments of law is fierce. And the Strategies and Tools that could be used to stand out from competitors and build client preference for Engel Advogados were unknown – within the office.

Therefore, after facing this challenge for a long time, the leadership chose to invite our company – Burlamaqui Consultoria de Marketing estratagia – to build the Strategy and the Operations that would lead the legal office to growth.

Challenges we encountered

At that initial moment, the company lacked Strategic Positioning and analysis to overcome its competitors. There was – and still is – a huge volume of competitors in the segment, a volume that in turn increases every day.

The ethical standards of the OAB/Pr are very strict regarding Legal Marketing and considerably restricts promotional operations for all organizations in the segment, which represented an extra challenge.

There was no well-defined Value Proposition and there were various processes that needed to be structured to build a Strong Brand, which was capable of becoming a Leader. Furthermore, until then there was no definition of how the Brand Management.

Our challenge was:

  • Develop the Strategy
  • Structuring Legal Marketing
  • Deploy operations
  • Achieve significant results.

Legal Marketing for success

Step one: people and competitive environment

With the responsibility of generating performance for Engel Advogados in our hands, we dedicate our initial attention to analyzing clients: who are they? What motivates them to seek justice? What makes them prefer one lawyer or another? and how could we act to motivate people to seek what is fair to them?

And internally, what would be the team’s understanding of its role in customer success? would they understand that they needed to act together and in the same direction to reinforce the Brand’s objectives?

We also dedicated a lot of energy to understanding who the competitors were and what they offered to bring customers to their offices.

And of course, we map out in detail the mandatory restrictions regarding the OAB's ethical standards, so as not to generate any risk of damage to the office.


Step Two: Strategy

Having understood the factors involved in the success of Engel Advogados, the time has come to develop and structure the Strategy.

Based on initial studies and our solid knowledge in Management and Marketing, we identified great opportunities to make the Brand much more attractive to potential customers.

We clearly defined what the Value Proposition would be, the means to generate Competitive Advantage and through these approaches, we defined what the Strategic Brand Management platform would be – the main asset of any organization in the contemporary world.

In this way, and considering the absence of strategic processes prior to our work, it was possible to define what the Brand Positioning would be and develop the strategic design of its entire Identity – in its visual, sensorial and customer experience aspects. All based on consumer behavior studies.

By dedicating a special role to Strategic Design, we were able to align the perception of the Brand with the actual superior quality of services – a fact proven by the large volume of legal victories in favor of customers. Because it is not enough to be, it is necessary to appear to be what one really is; when we try to compete successfully in a market.

The New Brand Identity was a proven success in highlighting the core elements of competencies within the Engel Advogados universe.


Step Three: Operations

Considering that the processes were being developed within a project methodology – that is, one thing at a time and each thing in its order – after building the Strategy, it was time to execute the actions that made the objectives possible.

All Integrated Legal Marketing Communication was designed on two operational fronts: Digital Marketing and Relationship Marketing, the only categories permitted within ethical standards.

Always attentive to the respectability of the office, all Digital Marketing was developed based on a friendly Conversion Funnel. Subtle enough for the customer not to feel pressured, but persuasive enough not to demotivate the choice.

With the contribution and co-creation of lawyer Julio Engel, we also structured the entire new Relationship area and integrated the Client Management process fully, from the beginning of the legal marketing funnel to the conclusion of the legal action.

We have also had great co-developed success in mapping Client Value for the business, as well as optimizing the relationship to retain the best clients in the portfolio for future legal needs.

Results in both cycles

  • 80% increase in ethical customer acquisition.
  • Leading Brand – position maintained in 2020 – for Consumer Advocacy in Curitiba.
  • 1st organic place on Google for 10 highly relevant keywords in the category.
  • Invitations for interviews with partners on TV Justiça and Rádio Justiça, without any press relations.
  • Effective implementation of Business Strategy.
  • Effective implementation of the Marketing Strategy.
  • Implementation of Branding performance – Brand Equity, Brand Awareness and Loyalty.
  • Structuring Strategic Design processes.
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