Kaplan Law Firm
SIMPLIFYING STUDENT LOANS, ONE SOLUTION AT A TIME
Kaplan Law Firm has been a Chicago legal institution for over two decades. Spearheaded by Attorney Rae Kaplan, they provide compassionate and comprehensive legal assistance for individuals navigating the complex realm of student loans and bankruptcy. Our multifaceted and efforts have centered on developing not only the Kaplan Law Firm brand, but the personal brand of Rae Kaplan, as it relates to the world of student loans, positioning her as a foremost expert on the topic both regionally and nationally.
THE CHALLENGE
When Fortress undertook this project for Kaplan Law Firm, several key challenges were identified: namely an outdated website and inadequate brand representation, leading to missed opportunities to help people.
THE SOLUTION
To solve these issues, the Fortress team collaborated closely with Kaplan Law Firm to discover the firm’s ideal brand image, and then tailored a custom, visually appealing and modern website to gel with that brand image, with an ongoing marketing vision to complement both.
THE BRAND
Fortress conducted a comprehensive brand discovery process to gain insights into Kaplan Law Firm’s core values, mission, and unique selling points. Based on this understanding, the team designed a new logo that captured the firm’s professionalism, trustworthiness, and commitment to client success. In addition, a collaborative slogan discovery process resulted in the creation of a memorable and impactful tagline that encapsulated Kaplan Law Firm’s value proposition: “Helping You Get Debt-Free, Stress-Free.”
BEFORE
Prior to working with Fortress, Kaplan Law Firm's website lacked the design, functionality, and organization of content to achieve their mission of creating a stress-free experience for clients and potential clients.
After
The new website featured a clean and intuitive layout, improved navigation, and strategic placement of key information, resulting in a more engaging and user-friendly experience.
GRAPHIC DESIGN & BILLBOARD
The design philosophy for Kaplan Law Firm – both on the website and on outdoor advertising such as billboards – involved conducting in-depth research into the target audience’s preferences, ensuring the new creative would resonate with potential clients. The new website featured a clean and intuitive layout, improved navigation, and strategic placement of key information, resulting in a more engaging and user-friendly experience. The billboards featured sleek, minimalist design that put Rae at the center of attention, adding to the personal touch that each client receives
DIGITAL MARKETING
The search engine marketing (SEM) and paid social media strategy for Kaplan Law Firm is complex and ever-evolving. We have conducted research into which cities/media markets in the United States have the highest percentages of recent college graduates (Kaplan’s main target audience for the student loan service) and implemented those local keywords into our ad copy. This strategy successfully achieved widespread visibility at a minimal cost, ensuring maximum exposure for the brand to a broad audience.
CHECK THE RESULTS
Website Form Submissions
(July 2023 - March 2024)
Keyword “Student Loan Services” Shows an Impressive 26.82% Click-Through Rate (CTR) and 31 Conversions
Calls Made from New Website
COPYWRITING & SEO
With the laws and language surrounding student loans changing by the day, people have questions. Kaplan Law Firm has their answers, so we needed to bridge that gap via SEO-driven content that also was clear, concise, and on-brand. Fortress developed engaging and informative content that resonated with potential clients and addressed their pain points.
VIDEO PRODUCTION
Fortress produced a range of videos for Kaplan Law Firm. These included introduction videos to showcase Rae Kaplan and her experience and background, as well as informative videos explaining various aspects of student loan and bankruptcy law. Having these high-quality videos on the site improves the user experience and drives conversions.
FREQUENTLY ASKED QUESTIONS
How Long Has Fortress Offered Web Development in Chicago?
Fortress has been in business for over twelve years and web development has been a staple service since day one. We are based in Chicago but work with clients from all over the map.
Does Fortress Build E-Commerce Websites?
Yes, Fortress has experience building e-commerce websites using Shopify, Printful, and other platforms.
Does Fortress Make Custom Websites or Use Pre-Set Templates?
Each web project we take on is custom; tailored to the specific needs of the client. We determine those steps in tandem via a kickoff meeting, followed by milestone checkpoints throughout the process.
Can you help with website migration or redesign of an existing website?
We have a team of professionals who specialize in website development and design. Whether you’re looking to migrate your website to a new platform or give it a fresh, modern look, we have the expertise and the tools to assist you. Our focus is on delivering a website that aligns with your brand identity, engages your visitors, and supports your overall marketing objectives.
Fortress’ ongoing partnership with the Holy Post Podcast aims to enhance their online presence and drive overall engagement of their various podcasts and other series. Our multi-faceted approach included graphic design, digital marketing, social media management, and brand strategy. Through targeted efforts across these areas, elevated the Holy Post Podcast's online profile and found new ways for them to appeal to a broader audience.
SSI is a stalwart in the stainless-steel industry with a rich legacy spanning over six decades. Despite their substantial success as a multi-million dollar company, they had remained virtually invisible in the digital sphere. Leveraging our brand and marketing expertise, we meticulously designed and developed a captivating new brand and website, as well as accompanying video production, that not only showcased their unparalleled expertise but also honored their extensive history.
Woodson Equity is a new private equity firm – inspired by the spirit of Detroit – that is aiming to do things differently. The Woodson team has 80+ years of investing experience in the middle to lower-middle market, meaning they know the rules, and when to break them. Fortress acted as Woodson’s strategic partner, orchestrating everything from the name of the firm to the firm’s new landing page and everything in between. We are excited for the future of Woodson and the future of Fortress as a private equity agency expert.
River Light FC is a brand new professional soccer team connecting lovers of the game – new and old – with a new way to engage with their community. Fortress helped them create a brand that resonates through our Brandstorm process followed by a multi-round logo design exploration. The result? A powerful introduction to the world for an exciting and passionate group of players, coaches, and investors.
The Custom Companies, Inc. is a massive logistics operation based in Chicagoland and Los Angeles. They are a trusted provider of a wide range of services, and their motto is “getting it right the first time.” That’s just what we aimed to do too, with a full-scale re-design of their website and a stunning talking head-style video to complement it.
Lakeview Precision is a woman-owned and operated precision machining operation that is invested in its people and changing their industry for the better. Fortress stepped in as a strategic partner and helped them hone in their brand identity, create a new website experience, and construct a high-quality video to compliment it. The goal? Establishing Lakeview as the innovator they are.
In many ways, this is a unique client-agency relationship. The partnership began with Fortress acting as a strategic partner, using our knowledge to help Give’r achieve the growth they sought. Over time it has grown into more than that, culminating in a marketing plan and website overhaul that combined the strengths of all of Fortress’ departments and set Give’r up for a heroic new chapter.
The Adria is a brand new, state-of-the-art apartment building in the heart of Madison Wisconsin’s downtown district. Fortress went to work orchestrating everything from the name and brand of the building to the backend development of the website, and every marketing effort in between. We are excited for The Adria to be introduced to its target market of younger professionals when the building opens its doors in summer 2023.
DATA stands for “Develop a Trade After..” Whether it’s military service, incarceration, primary schooling, or any other life event, the team of leaders at DATA Scholarship Foundation are committed to finding pathways to purpose for individuals across Chicago. By harnessing their brand identity and creating a website to match it, Fortress is helping connect more people to this cause.
Normandy needed a modern, functional, and elegant website to match not only the scale of their operations and experience, but also their strong reputation as the best home remodeler in the Chicagoland area. Fortress delivered a website of over 1600 pages that works FOR the client through user-friendliness and high-complexity backend functions.
Legastory is a dynamic team of Emmy Award-Winning videographers who document stories of successful and prominent families. Fortress used our branding capabilities to come up with the name “Legastory” that communicates their mission, along with a sleek, professional landing page that shows their target audience that Legastory is a trustworthy and competent organization.
The Emerson is the dream apartment complex for today’s renters. Located in Madison, Wisconsin, a vibrant community of young professionals and academics, its units and amenities are strategically built to meet the needs of this dynamic demographic. Fortress stepped in and built their brand as well as a beautiful website and robust marketing strategy tailored to reach their audience.
This project is transformational for the city of Chicago. Located on the West Side, Intentional Sports is a professional-level sports campus that is putting the youth first and serving their whole being. Fortress launched a new website for Intentional Sports that lives up to the ambitious spirit that the project itself embodies.
HealthX is a forward-thinking primary healthcare provider that focuses on at-home and delivery services. We helped them communicate their message with a brand new website and social media strategy.
MidAmerica Orthopaedics is a renowned healthcare provider in the Chicagoland area. Fortress has developed a lasting partnership with MidAmerica, providing digital marketing success across many channels, in addition to website optimization, social media, and video production, setting the clinic up for continued, long-term success.
We transformed the online visual identity of one of Chicago’s top real estate institutions. Our work gave them a strong, identifiable brand and a path to new heights.
EverThrive is a local organization dedicated to offering pregnancy support to under-resourced neighborhoods within Chicago. We assisted EverThrive in reaching their target audience in their latest initiative, a support community called The Gathering.
Action Injury Law Group is a renowned civil rights law firm based in Chicago. Their goal? To end police brutality nationwide. We created a distinct, unmistakable brand for Action Injury, and transformed their website into a strong, high-functioning display of their important work.
State Representative Kam Buckner is an emergent political leader in Chicago, and his story is only beginning. While Fortress is not a political agency, we were inspired by Kam’s passion for the city we call home. Our work, conducted prior to Kam’s public mayoral candidacy announcement, included building his campaign website, designing his brand, orchestrating video production shoots, and more.
With declining university enrollment across the country, Southern Illinois University knew that it was now or never to make their story heard. SIU has so much to offer its students, they just needed to tell that story to more college hopefuls. That’s where Fortress came in.
Creating a brand for the Higher Education thought leaders who are transforming campuses to fit the needs of students better than ever before.
Actor and comedian, Kevin Hart, wanted to bring awareness to the rising issue of childhood obesity in America. He needed a brand and a digital space for his movement to generate attention through events and fundraisers. Fortress was able to create the Rumble with Hart brand and make Kevin Hart’s vision a reality.
Making plays with Steph Curry to take 3-star high school athletes farther than they thought was possible.
Creating an online platform for breast cancer patients and survivors to share support and find community,
Walner Law has been representing the people of Chicago since 1973, but that legacy needed a refresh. With a new Chicago-inspired logo, powerful video production, and enhanced processes across the board, we took Walner Law into the future, creating brand recognition in an ultra-competitive market and consistently generating new qualified leads for the firm.
Building a brand for a games studio that is crossing barriers with games that blend sports, nostalgia, and non-stop fun.
