I loved this article on Shakespeare seeking his coat of arms, ostensibly on behalf of his father but really to burnish his name and reputation. http://www.nytimes.com/2016/06/30/theater/shakespeare-coat-of-arms.html
On Writing : Shakespeare the Social Climber? by Dawn Campbell
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If online networking groups had existed in 1600, there would probably be many discussions about this. "How to Get a COA." "COAs - Worth It?" "Hi - I'm eligible for a COA but it's Welsh and if the Stuarts come to power will it hurt my career? Thanks!" "How Do I Change the Animals on my COA?" "I ordered a lion rampant and got a griffin statant. Options???"
It wasn't purely ostensibly done, nor for his personal benefit only. His father had applied earlier, but failed. William's rise in stature helped get it re-applied, but it was his father's service to the community and his mother's family connections which enabled them to succeed at getting a coat of arms. Some historians believe William could have helped design the arms. You might enjoy the history behind this story that we talk about here https://www.cassidycash.com/episode-53-happy-birthday-shakespeare-lets-talk-about-that-coat-of-arms-with-paul-edmondson/