Troutman Sanders Strategies

Troutman Sanders Strategies

Client: Troutman Sanders Strategies
Industry: Legal/Public Affairs

Founded in 1897, Troutman Sanders LLP is an international law firm with more than 650 attorneys practicing in 16 offices located throughout the United States and Asia. With over one billion dollars in revenue, the firm’s clients range from large multinational corporations to individual entrepreneurs and reflect virtually every sector and industry. The firm’s heritage of extensive experience, exceptional responsiveness, and an unwavering commitment to service has resulted in strong, long-standing relationships with clients across the globe. In recognition of the firm’s strong service culture, Troutman Sanders has been on the BTI Client Service A-Team for 13 consecutive years.

Established in 2007, Troutman Sanders Strategies (TSS) quickly became known as one of the nation’s preeminent bipartisan lobbying firms. TSS has offices in Atlanta, Raleigh, Richmond, and Washington DC. The firm earned a reputation for serving clients with hands-on legislative relationships with a broad range of clients; their service focus was diverse. They perceived a shortfall in their own representation of both their capabilities and their ongoing work—as well as the needs of some of their clients.

HCP Associates was engaged to direct a strategic planning initiative to analyze the firm’s focus on their greatest strengths while working to build an image and position in the market for their services.  The firm acquired and partnered with numerous smaller firms worldwide to build a unique and competitive team with different vertical market bipartisan specialties.

HCP was asked to support numerous “grassroots” efforts during the relationship, ultimately guiding public affairs missions with a parallel goal of demonstrating the capabilities of one cohesive lobbying firm. Research for new clients, defining public affairs support missions correlating with their lobbying mission, and offering executional support, HCP became a regular part of their overall client offering.

TSS also relied on HCP to create and disseminate national and regional press releases, consult on continued strategic planning tactics, monitor potential regional and national crisis communication issues and manage online digital marketing.

In 2009, Richmond-based TSS Leadership engaged HCP to brand, position, and create The Virginia Alternative and Renewable Energy Association (VA-AREA). The organization was created to promote the development, commercialization, and use of alternative and renewable energy to foster business and legislative climates where renewable and alternative forms of energy are utilized to meet the Commonwealth’s growing energy demands while improving its economy, environment, and sustainability.

HCP developed a brand platform and positioned the new non-profit to reinvigorate the discussion of what the state could do from a policy perspective to attract more renewable energy investment, manufacturing, jobs, and production.

With the support of the Governor’s Office of Virginia and Richmond’s TSS Senior Management, HCP spearheaded the creation of a regional conference called the Virginia Alternative & Renewable Energy Conference (VAREC). HCP developed the brand, positioning line, and a full line of marketing collateral ranging from the conference guide and website to national speakers and exhibitor partnerships.  HCP directed and managed the entire two-day event, producing all the tradeshow plans for VAREC in addition to preparing all marketing and promotional options for participating vendors. HCP coordinated with Virginia business leaders, current and former local and state-level politicians, and bipartisan lobbying firms, and other non-profit organizations in the area to draw in an impressive lineup of speakers and exhibitors for the inaugural conference.

The public relations and social media promotions proved successful enough that the incoming Governor of Virginia, The Honorable Bob McDonnell, attended the event and commended TSS & HCP for creating the Conference for Virginia.

HCP remains on-call and on excellent terms with TSS and all senior management.