One North Webinar - Merchandising Your Content: Inspirations from the Retail World

January 10, 2013 Jen FrostKalev Peekna

Merchandising Your Content: Inspirations from the Retail World
What does your website have in common with stores like Whole Foods? More than you might think. Just as the shelves of grocery stores are crammed full of products competing for your attention, law firm websites are packed full of content, with attorneys and practices competing for the attention of your clients. Join Jen Bullett, Nancy Kostakos and Kalev Peekna as they take techniques from the retail world and apply them to content marketing and legal website strategies.
Our presenters drew direct parallels from retail environments and highlighted specifically how they can relate to law firms—including how you can package content to drive cross-practice area promotion and how to structure pages so that your prime content captures readers and inspires them to take action. Using a fictitious law firm, they also demonstrated how content merchandising can play a broader role within law firm websites.


Meet Our Guest Speaker:


Nancy Kostakos serves as Goodwin Procter’s Director of Marketing and is responsible for the development of marketing plans, collateral and technologies that help the firm and its practices to be widely recognized in the marketplace. Prior to joining Goodwin Procter, Ms. Kostakos served in the same capacity for nearly 13 years at another large national law firm. Prior to that she held marketing and business development positions in architecture firms in both Boston and Atlanta. Ms. Kostakos began her marketing career as a merchandise marketing manager at Liz Claiborne, Inc. in New York. She earned her A.B. degree in Fine Arts from Harvard College.


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Jen Frost Managing Director, Marketing

Jen Frost is Managing Director of Marketing at One North. She works closely with the Digital Strategy, Experience Design and Technology teams to develop and enhance One North client communication and exterior messaging strategy. In addition, she provides general marketing direction for One North and promotes internal culture.

  • Favorite season: Fall is my favorite season. Probably because I used to live in Massachusetts, and it is just beautiful there in the Autumn.
  • Favorite Chicago spot: The Alfred Caldwell Lily Pool hidden in the middle of Lincoln Park.
Kalev Peekna Managing Director, Chief Strategist

Kalev Peekna is the Chief Strategist at One North, leading the Digital Strategy team. He brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims.

  • If I were a vegetable: I would be broccoli. Because I have always wanted someone to call me “cruciferous.” 
  • Most unusual job: Cocktail bartender at a Cabaret

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