On the Crisp Video Group website, a number of videos showcase law firms, the lawyers who run them, and the clients they’ve helped. One lawyer talks about he was influenced by his father’s role as a football coach. Another talks about being a father himself, stating in a voice over, “Everything begins and ends with family.”
Through these short videos, Crisp is working to three-dimensionalize lawyers, a group that has a public perception issue to overcome. In a 2015 Gallup poll, 74% of respondents agreed with the statement, “Lawyers are more interested in winning than in seeing that justice is served.”
Launched in 2012, Crisp Video Group started as a video marketing and production company that worked with the likes of The Coca-Cola Co. and RedBull to enhance their brands. But when Michael Mogill, CEO and founder, Crisp Video Group, looked at his competitors, he realized that the most successful agencies specialized in niche markets. Mogill had worked with several law firms in the Atlanta area and saw how impactful Crisp’s work had been in terms of humanizing lawyers.
So Mogill went all in. Crisp Video Group moved away from the broader video production market to focus on helping law firms differentiate themselves, attract better cases and boost their revenue. As the law firms helped by Crisp Video grew their businesses, demand for Crisp Video’s services exploded. The company has made Inc. 5000’s list of fastest growing companies every year since 2017 (growing 359% from 2019 to 2021).
“It’s the law firms at the very top—the ones with huge resources—who are able to grab most of the market,” Mogill stated earlier this year in a Forbes.com article, “How Crisp Became the Secret Weapon for Law Firms.” “What we do at Crisp is level the playing field, and the way we do that is by improving public trust and perception of our attorney clients. We strategize with our clients to find their niche, define what differentiates them from everyone else, and then develop a strategic marketing approach for them with video at its core. Video helps tell the stories of the people law firms tirelessly work to help, and we’re committed to sharing those stories.”
The strategy is working. The videos and video marketing campaigns drive engagement and, on average, deliver a 300% return on investment to Crisp Video’s clients. According to Crisp Video’s COO, Alex Repas, in the next five years, the company’s mission is to help over 1,000 law firm owners grow their revenue by $1 million each for a total impact of $1 billion.
This year, Crisp Video Group made the Atlanta Business Chronicle’s Best Places to Work list, garnering the No. 3 spot in the small employer category.
“You learn about these amazing people out there that want help getting to the next level,” said Repas. “The residual effects of all that are super rewarding—as are the client testimonials and the feedback we get. It makes it worth it every day.”
In addition to video production, the company offers “Crisp Coach,” training programs and workshops that give lawyers and law firm staff the tools to market and grow their firms. Almost half of the company’s 50,000 square foot state-of-the art facility on Defoor Avenue is a dedicated training center.
In order to make all this happen, Crisp Video needs coaches, videographers, editors, production managers, content marketers — the list goes on. To recruit and retain talented videographers and editors, Crisp Video gives the team creative license, provides it with cutting edge equipment and training — and gives the team the ability to pursue personal projects outside of work. A “gear tiers” reward system allows videographers and editors to earn free gear.
The Crisp Video Group website makes a pitch for the kind of employee the company is looking for: “If you’re looking for something boring and easy, toss on a tie and go corporate because you’re not for us. Caffeine-addled nights and weekends happen. Embrace it. Nobody ever did anything epic in a safe little cubicle anyway.”
“Crisp makes amazing things happen and they do so by leveraging the talents and commitments of a world-class team,” wrote a Crisp Video employee in the Best Places to Work survey. “Everyone is so friendly and positive but also insanely dedicated to do whatever it takes to make the greatest impact in the industry.”
Repas credits Mogill with creating a great culture at Crisp. “He just wants people to be the best versions of themselves they can be and he goes out of his way to make that possible,” Repas said. Mogill recently gifted all Crisp employees with WHOOP straps to help them with their health and fitness. The company has a casual dress code, gives employees five weeks paid time off a year, monthly “Crisp swag,” and the employee lucky enough to be named “Crisper of the Year” wins a Tesla.
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