1 / 31

Building a Marketing Plan From the Ground Up

Building a Marketing Plan From the Ground Up. Purpose of this Workshop. Introduction Need Solution Conclusion. “What is the % of the LRIS annual budget devoted for marketing and PR?”. Survey Says. No Budget Less than 10% 11 - 20% 21 - 30% 31 - 40%

sema
Download Presentation

Building a Marketing Plan From the Ground Up

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Building a Marketing Plan From the Ground Up

  2. Purpose of this Workshop • Introduction • Need • Solution • Conclusion

  3. “What is the % of the LRIS annual budget devoted for marketing and PR?” Survey Says ... No Budget • Less than 10% • 11 - 20% • 21 - 30% • 31 - 40% • 41 - 50% • over 51% • 41% • 26% • 20% • 7% • 3% • 1%

  4. Marketing methods used …. Survey Says ... • Yellow Pages (97%!) • Internet based ads or web pages (63%) • Advertisement in broadcast media (32%) “Yellow Pages ads Rule!”

  5. Despite:No StaffNo timeNo Budget " News Flash ! " LRIS MARKETING MAKES A DIFFERENCE!

  6. Step 1: Define your Audiences Internal External Primary Secondary “Who do I need to reach?”

  7. Focus on consumer subgroups as they relate to specific areas of legal advice Examples: Small business owners The elderly Homeowners Step 1: Define your Audiences

  8. Step 1: Define your Audiences Target Marketing Specialty Store vs. Department Store

  9. Study Community Demographics Yellow Page Directory (front section) U.S. Census Bureau (www.census.gov) Search by city, state (Internet) Step 1: Define your Audiences

  10. Step 2: Define Your Messages

  11. Step 2: When you need a Lawyer, call Lawyer Referral

  12. Lawyer Referral “The Right Call for the Right Lawyer”

  13. Simplicity Keep messages simple and concise Consistency Have one key message Frequency & Repetition Be in many places, multiple times Step 2: Define Your Messages

  14. Step 3: Consider the Tools and Tactics

  15. Step 3: Consider the Tools and Tactics Print: Newspapers Dailies Weeklies Specialty

  16. Step 3: Consider the Tools and Tactics Print: Magazines • National consumer & specialty • Regional consumer & specialty • Local consumer & specialty (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago Parent)

  17. Step 3: Consider the Tools and Tactics Print: Brochures, Fliers • General “When You Need a Lawyer” • Specific Topics “Finding the Right Real Estate Lawyer” “The Senior Citizen’s Will Program”

  18. Step 3: Consider the Tools and Tactics Broadcast: Radio • Public Service Announcements (PSAs) • Paid radio advertising • Call-in programs • ABA radio PSAs; custom taglines

  19. Step 3: Consider the Tools and Tactics Broadcast: Television • Public Service Announcements (PSAs) • Paid TV commercials • Interviews with spokespersons on news/talk • Sponsorship of PBS or other cable programs • Development of own cable show (network TV -- PBS/cab/e -- cable access)

  20. Step 3: Consider the Tools and Tactics Alternative Media & Events • Billboards, bus signs, movie theater ads • Community outreach/events • “Ask a Lawyer” clinics • Business law workshops • Team sponsorships (bowling, softball) • “Lunch & Learn” programs • Networking

  21. Cable TV Chambers of Commerce Community centers Corporations Government, county, & city agencies Local congressmen, state reps Military bases Newspapers Park districts Public library Radio stations Real estate brokers & firms School districts Senior citizen centers Shopping malls Small businesses Examples of Networking

  22. Step 3: Consider the Tools and Tactics Rely on the ABA and other resources • Marketing Materials: • Publications • PR & Marketing Guide • PR Tools, Tips & Timesavers • News Releases • Radio PSAs • Official Logo & Slogan • Lawyer Referral conferences: network, share ideas

  23. Determine budget Determine tools Set reasonable goals Assign tasks Create campaign calendar Step 4: Create a Marketing Plan

  24. Step 4: Create a Marketing Plan • Determine budget • Determine tools • Utilize campaign budget worksheet from PR & Marketing Guide

  25. Step 4: Create a Marketing Plan • Set reasonable goals • Do your homework • Understand the marketing environment • Start small

  26. Step 4: Create a Marketing Plan • Assign tasks (Who does what?)

  27. Step 4: Create a Marketing Plan • Create a campaign calendar • Keep up with current events; be aware of national and local news/events • Note cyclical nature to the news; influenced by seasons and events • Consider “seasons” of opportunity Remember: Timingis everything

  28. Step 4: Create a Marketing Plan • January – February The New Year; planning for the future • March – April Tax Time • May: Law Day • June Weddings and home-buying • July 4th of July; freedom issues • August Back to school; planning/saving for college • September Labor Day; business law issues • October – November – December Winter holidays; fraud, theft, bankruptcy "Seasons" of Opportunities

  29. Step 5: Implement the Plan Remember these basic fundamentals: • Keep it simple (Message should be short, memorable) • Respond to a need (Snow a benefit of your service) • Be consistent (Stick with the same message) • Be in many places, many times (Frequency is key)

  30. Step 6: Evaluate • Often difficult to determine success of PR • Usually mix of tools and techniques • How ABA and LRIS offices evaluate: • Ask “How did you hear about us?” • Software that tracks calls • Follow-up letters to referral clients • Toll-free number with special promotions • Electronic encoding of radio/TV PSAs • Press clipping service

  31. Building a Marketing Plan From the Ground Up

More Related