Building a Building a Marketing Plan Marketing Plan

From the Ground Up From the Ground Up

Purpose of this WorkshopPurpose of this Workshop

IntroductionIntroduction NeedNeed SolutionSolution ConclusionConclusion

No BudgetNo Budget Less than 10%Less than 10% 11 - 20%11 - 20% 21 - 30%21 - 30% 31 - 40%31 - 40% 41 - 50% 41 - 50% over 51%over 51%

41%41% 26%26% 20%20% 7%7% 3%3% 1%1%

“What is the % of the LRIS annual budget devoted for

marketing and PR?”

Yellow Pages (97%!)Yellow Pages (97%!) Internet based ads or web pages (63%)Internet based ads or web pages (63%) Advertisement in broadcast media (32%)Advertisement in broadcast media (32%)

Marketing methods used ….

“Yellow Pages ads Rule!”

Despite:Despite:No StaffNo StaffNo timeNo time

No BudgetNo Budget

LRIS MARKETING LRIS MARKETING MAKES A MAKES A

DIFFERENCE!DIFFERENCE!

Step 1: Define your AudiencesStep 1: Define your Audiences

Internal ExternalInternal External

Primary SecondaryPrimary Secondary

“Who do I need to reach?”

Focus on consumer subgroups as Focus on consumer subgroups as they relate to specific areas of they relate to specific areas of

legal advicelegal advice

Examples:Examples:Small business ownersSmall business ownersThe elderlyThe elderlyHomeownersHomeowners

Step 1: Define your AudiencesStep 1: Define your Audiences

Step 1: Define your AudiencesStep 1: Define your Audiences

Target Marketing

Specialty Store vs. Department Store

Step 1: Define your AudiencesStep 1: Define your Audiences

0

10

20

30

40

50

60

70

80

90

East

West

North

Study Community DemographicsStudy Community DemographicsYellow Page Directory (front section)Yellow Page Directory (front section)U.S. Census Bureau (U.S. Census Bureau (www.census.govwww.census.gov))Search by city, state Search by city, state

(Internet)(Internet)

Step 2:Step 2:

Define Your

Messages

Step 2:Step 2:

When you need a Lawyer,

call Lawyer Referral

Lawyer Lawyer

ReferralReferral

“The Right

Call for the Right Lawyer”

Step 2: Define Your MessagesStep 2: Define Your Messages

SimplicitySimplicity Keep messages simple and conciseKeep messages simple and concise

ConsistencyConsistency Have one key messageHave one key message

Frequency & RepetitionFrequency & Repetition Be in many places, multiple timesBe in many places, multiple times

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Print:Print:NewspapersNewspapers

DailiesDailies

WeekliesWeeklies

SpecialtySpecialty

Print:Print:MagazinesMagazines

National consumer & specialtyNational consumer & specialty

Regional consumer & specialtyRegional consumer & specialty

Local consumer & specialty Local consumer & specialty (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago

Parent)Parent)

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Print:Print:Brochures, FliersBrochures, Fliers

GeneralGeneral““When You Need a Lawyer”When You Need a Lawyer”

Specific TopicsSpecific Topics““Finding the Right Real Estate Lawyer”Finding the Right Real Estate Lawyer”““The Senior Citizen’s Will Program”The Senior Citizen’s Will Program”

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Broadcast:Broadcast: RadioRadio

Public Service Announcements (PSAs)Public Service Announcements (PSAs) Paid radio advertisingPaid radio advertising Call-in programsCall-in programs ABA radio PSAs; custom taglinesABA radio PSAs; custom taglines

Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics

Broadcast:Broadcast: TelevisionTelevision

Public Service Announcements (PSAs)Public Service Announcements (PSAs) Paid TV commercialsPaid TV commercials Interviews with spokespersons on news/talkInterviews with spokespersons on news/talk Sponsorship of PBS or other cable programsSponsorship of PBS or other cable programs Development of own cable show Development of own cable show

(network TV -- PBS/cab/e -- cable access)(network TV -- PBS/cab/e -- cable access)

Step 3: Consider the Tools and TacticsStep 3: Consider the Tools and Tactics Alternative Media & EventsAlternative Media & Events

Billboards, bus signs, movie theater adsBillboards, bus signs, movie theater ads Community outreach/eventsCommunity outreach/events

““Ask a Lawyer” clinicsAsk a Lawyer” clinics Business law workshopsBusiness law workshops Team sponsorships (bowling, softball)Team sponsorships (bowling, softball) ““Lunch & Learn” programsLunch & Learn” programs

NetworkingNetworking

Examples of NetworkingExamples of Networking

Cable TVCable TV Chambers of CommerceChambers of Commerce Community centersCommunity centers CorporationsCorporations Government, county, & Government, county, &

city agenciescity agencies Local congressmen, Local congressmen,

state repsstate reps Military bases Military bases NewspapersNewspapers

Park districtsPark districts Public libraryPublic library Radio stationsRadio stations Real estate brokers & Real estate brokers &

firmsfirms School districtsSchool districts Senior citizen centersSenior citizen centers Shopping mallsShopping malls Small businessesSmall businesses

Rely on the ABA and other resourcesRely on the ABA and other resourcesMarketing Materials:Marketing Materials:

PublicationsPublications PR & Marketing GuidePR & Marketing Guide PR Tools, Tips & TimesaversPR Tools, Tips & Timesavers

News ReleasesNews Releases Radio PSAsRadio PSAs Official Logo & SloganOfficial Logo & Slogan

Lawyer Referral conferences: network, share ideasLawyer Referral conferences: network, share ideas

Step 3: Consider the Tools and TacticsStep 3: Consider the Tools and Tactics

Determine budgetDetermine budget Determine toolsDetermine tools Set reasonable goalsSet reasonable goals Assign tasksAssign tasks Create campaign Create campaign

calendarcalendar

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

Determine budgetDetermine budget Determine tools Determine tools

Utilize campaign budget worksheet from Utilize campaign budget worksheet from PR & Marketing GuidePR & Marketing Guide

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

Set reasonable goalsSet reasonable goals Do your homeworkDo your homework Understand the Understand the

marketing environmentmarketing environment Start smallStart small

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

Assign tasksAssign tasks(Who does what?)(Who does what?)

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

Create a campaign calendarCreate a campaign calendar Keep up with current events; Keep up with current events;

be aware of national and local be aware of national and local news/eventsnews/events

Note cyclical nature to the Note cyclical nature to the news; influenced by seasons news; influenced by seasons and eventsand events

Consider “seasons” of Consider “seasons” of opportunityopportunity

Rem

embe

r:

Tim

ing

is e

very

thin

g

Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan

January – FebruaryJanuary – FebruaryThe New Year; planning for the futureThe New Year; planning for the future

March – AprilMarch – AprilTax TimeTax Time

May: May: Law DayLaw Day JuneJune

Weddings and home-buyingWeddings and home-buying JulyJuly

44thth of July; freedom issues of July; freedom issues AugustAugust

Back to school; planning/saving for collegeBack to school; planning/saving for college SeptemberSeptember

Labor Day; business law issuesLabor Day; business law issues October – November – DecemberOctober – November – December

Winter holidays; fraud, theft, bankruptcyWinter holidays; fraud, theft, bankruptcy

Step 5: Implement the PlanStep 5: Implement the Plan

Remember these basic fundamentals:Remember these basic fundamentals: Keep it simpleKeep it simple

(Message should be short, memorable)(Message should be short, memorable)

Respond to a needRespond to a need(Snow a benefit of your service)(Snow a benefit of your service)

Be consistentBe consistent(Stick with the same message)(Stick with the same message)

Be in many places, many times Be in many places, many times (Frequency is key)(Frequency is key)

Step 6: EvaluateStep 6: Evaluate

Often difficult to determine success of PROften difficult to determine success of PR Usually mix of tools and techniquesUsually mix of tools and techniques How ABA and LRIS offices evaluate:How ABA and LRIS offices evaluate:

Ask “How did you hear about us?”Ask “How did you hear about us?” Software that tracks callsSoftware that tracks calls Follow-up letters to referral clientsFollow-up letters to referral clients Toll-free number with special promotionsToll-free number with special promotions Electronic encoding of radio/TV PSAsElectronic encoding of radio/TV PSAs Press clipping servicePress clipping service

Building a Building a Marketing Plan Marketing Plan

From the Ground Up From the Ground Up