Mat Kennedy

Marketing & Branding

 MARKETING & BRANDING CASE STUDY: The Matos Law Firm

PERSONAL INJURY LAW FIRM IN DENVER, COLORADO

When I joined Matos Law Firm in 2023, the brand was small but ambitious — under 100 cases per year, ~3,700 followers across platforms, and heavy reliance on high-cost advertising to generate leads.

My role was to transform the firm into a recognized brand that clients trusted, while also building efficient systems that lowered acquisition costs. Over the past two years, I’ve helped grow the firm’s audience, double the number of cases, launch a new women’s community brand, and build the personal brand of our CEO.

MY SOLUTION

  • Brand Building: Led a full-scale rebrand and positioned MLF as a trusted, community-driven law firm.

  • Organic Content Strategy: Scaled LinkedIn, Instagram, YouTube, and TikTok through consistent branded content, storytelling, and CEO thought-leadership.

  • Community Launch: Founded Arriba Las Mujeres, a bilingual women’s empowerment platform and community (Instagram, YouTube, Facebook group, in-person events).

  • Operational Impact: Built lead nurturing systems, referral programs, hiring processes, email marketing campaigns, and vendor partnerships that streamlined intake and cut costs.

  • Leadership Branding: Developed the CEO’s personal brand → speaking engagements, podcast appearances, media coverage, and referrals.

THE CHALLENGE

  • Weak digital presence and minimal organic reach.

  • Heavy dependence on paid ads ($25K/month).

  • Brand recognition limited to existing client base.

  • No community initiatives or ecosystem beyond core firm.

By simultaneously growing the business brand, personal brand, and community brand, and managing the firm’s key relationships, I positioned Matos Law Firm as more than a business — as a trusted name with a voice, a community, and an efficient growth engine.

📈 Total Audience Growth: 3,752 → 12,760+ (+9,008; 240%)
⚖️ Case Growth: 98 cases (2023) → 209 cases (2024) → 115 YTD (2025)
💰 Acquisition Costs: -80% reduction
👥 Community Events: 80–100 attendees per event

The Business Brand: Matos Law Firm

Challenge: A firm with limited organic reach, high reliance on ads ($25K/mo), and little recognition beyond existing clients.

WHAT I DID:

  • Built a unified, bilingual brand identity rooted in trust and community.

  • Designed and executed cross-platform organic growth (LinkedIn, Instagram, YouTube, TikTok).

  • Revamped email marketing and streamlined intake systems.

THE RESULTS:

  • Audience Growth (May 2023 → July 2025):

    • Instagram: +1,756 (220%)

    • YouTube: +708 (2,832%)

    • TikTok: +1,215 (new channel)

  • Case Growth: 98 → 209 annually; firm doubled from 150 → 300+ active cases.

  • Cost Efficiency: Acquisition spend cut 80% (from $25K → $5K per month).

The Personal Brand: CEO Thought Leadership

Challenge: CEO had no visible public profile, limiting referrals and visibility.

WHAT I DID:

  • Built a thought-leadership presence across LinkedIn and Instagram.

  • Created bilingual, storytelling-driven content for consistent visibility.

  • Positioned CEO for PR, awards, and speaking opportunities.

THE RESULTS:

  • Instagram: +1,002; (80%)

  • LinkedIn: +2,993 (368%)

  • Elevated CEO visibility, generating referrals and expanding professional network.

  • Helped her win awards, get public speaking opportunities, and appearances on podcasts and TV shows

The Community Brand: Arriba Las Mujeres

Challenge: No existing community initiative for Hispanic women in the region.

WHAT I DID:

  • Conceived and launched Arriba Las Mujeres (brand, strategy, content).

  • Built bilingual social presence across Instagram, YouTube, and Facebook.

  • Organized in-person events averaging 80–100 attendees, creating direct community impact.

THE RESULTS:

  • Instagram: +385 followers

  • Facebook Group: +306 members

  • YouTube: +29 subscribers

  • Total Audience: 0 → 720

  • Established a sustainable community ecosystem tied to (but independent from) the firm.

Internal Leadership & Operations

I also contributed directly to the internal structure and efficiency of the firm:

  • Built and implemented a referral program/system to strengthen attorney relationships.

  • Assisted in hiring and team growth, shaping the firm’s recruitment process.

  • Supported the leadership team with operational decision-making and strategic planning.

These efforts made sure the firm’s growth was sustainable inside and out — not just in marketing, but in culture and operations.

Partnership & Vendor Management

Beyond content and growth, I managed all of the firm’s external relationships — including vendors, referral partners, and business collaborations. This ensured our operations ran smoothly while maximizing the value we provided (and received) from strategic partnerships.