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Case Study: How One Company's Thought-Leadership Content Is Driving New Business, Exposure

by Kimberly Smith  |  
October 19, 2010

Company: Roberts & Durkee, P.A.
Contact: C. David Durkee, Partner
Location: Coral Gables, Fla.
Industry: Law
Annual revenue: Confidential
Number of employees: Confidential

Quick Read

In June, The Wall Street Journal reported a surge in social-media use by law firms interested in connecting with potential class-action plaintiffs. But if you take a closer look, you'll see that many of the approaches used represent viable marketing lessons for businesses of all types.

Take, for example, the case of Roberts & Durkee, P.A., a Florida-based firm. It has effectively created widespread public awareness around the problem of toxic Chinese drywall and has assisted affected homeowners on multiple levels while generating valuable exposure for the firm and facilitating relations with potential clients.

Not all businesses can easily link their marketing efforts to this particular problem, but the firm's strategy, along with the individual tactics pursued, offer some best-practices for launching a well-trafficked corporate blog and establishing yourself as a trusted authority in the marketplace.


The United States began importing drywall from China in 2001 because of supply shortages during the housing boom. The product looked normal but let off foul, toxic emissions that may have caused myriad health problems among those whose dwellings used the drywall.

Following a series of hurricanes in 2004 and 2005, including Hurricane Katrina, massive rebuilding efforts in the Gulf states led to a high concentration of contaminated homes in the region, where warm, humid temperatures only worsen the issue.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Maggie Fri Apr 29, 2011 via web

    Thanks for the case study, as I am always looking for ways to demonstrate to corporate and professional clients just HOW effective Social Media and a good website can be, positioned with other online & offline marketing!

    In this case, a win -win ,as it is so frustrating for people so traumatically affected in thses types of situations- esp after Katrina in New Orleans..
    The length of time taken buy the Bush Govt to do anything was deplorable! These were vulnerable victims.

    Great to see the step by step actions and branding that took place- Good Job!


  • by Mon Jun 20, 2011 via web

    why no product person

  • by Samuel O-Thomas Sat Apr 28, 2012 via web

    Fantastic article, just what i was discussing with a mentor of mine the other day. Thumbs-up Kimberley.

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