The case for emotive legal marketing
Lawyers stake their careers on being logical. Pure analytical brain power. The courtroom drama of Law & Order and the flare-ups and tense rivalry...
It used to be said that half of any marketing budget was wasted, but it’s impossible to tell which half. Innovations in data-driven marketing means that those days of uncertainty have gone. We can implement marketing best practices for your law firm & lawyers to cut waste (of time and money) and create smart campaigns that hit concrete targets.
The best marketing provides solutions not showmanship. If you’re looking to make an impact, we can help.
MARKETING NEEDS ASSESSMENT
Sometimes you need to take a step back to make sure you’re walking down the correct path. This is never truer than with regard to your on-going marketing and business development activities. An audit of your marketing function will ensure that you are focusing on the most important needs in relation to your strategic goals and that you are maximizing return to the firm.
Through our marketing needs assessment process, we will methodically examine each element of your current program, from advertising to trade shows, and will make detailed, actionable recommendations for how you can make your marketing budget drive revenue for you.
But how can you tell whether your marketing plan is successful in the right places? By analyzing the trends seen in your current client base, such as industry and client type, you can figure out what’s working, what’s not, and where you need to expend additional resources. You will also have a baseline for measurement of marketing and business development activities in the future so no more guesswork when preparing your annual budget.
- Marketing needs assessment
- Marketing plan development
- Budgeting & expense analysis
- Client, practice area and industry trend analysis
- Client Feedback Programs
Every law firm and professional services provider faces the same dilemma — how to distinguish the service they provide from that offered by every other firm. That’s where the concept of branding comes in.
Branding is an often misconstrued word. Yes, it refers to the visual expression of your firm – the logo, colour palette and images. But more importantly it refers to an idea, a unique message that is capable of resonating with your target audience. It’s about understanding what makes your firm distinctive and how you can make you look and sound appealing to your audience.
To produce a distinctive brand and focused message for your firm you need to follow an important process and gain buy-in from your partnership. To be effective, you need to work with a consultant who understands your culture, your business, your objectives and your market. We have the insight and experience to help your brand succeed. We pride ourselves on being great listeners, taking the time to really get to know your firm. Our market insight and knack for creating award winning design, means that when your firm’s smart new brand goes live, people will take notice.
- Research and planning
- Interactive discovery sessions
- Redefinition of brand
- Key messaging
- Brand market positioning
- Brand voice
- Logo design
- Visual brand development
- Brand refresh
- Print and digital communications
- External and internal launch communications
- Lawyer bios and practice area descriptions
- Guidelines and templates
How well are you known? Would a prospective client recognize your name? Would a potential new recruit recognize your firm? Whether you’re looking to grow your current firm, or you’ve recently undergone a merger and now need to build market awareness, a brand awareness campaign will help position you for success.
We’ll work with you to generate a Creative Brief to better understand your brand spirit, your audience, and your objectives. Once equipped, we can help you to launch a targeted campaign utilizing the most innovative marketing tactics. Some, like Social Media and Internal Communications, have a low cost to entry. Advertising is a financial investment, but, if well executed, print and digital advertisements can significantly raise awareness of your brand.
Perhaps you have an innovative business development plan that would be of interest to a particular industry? Or maybe you’re chairing a noteworthy event? Forging good Media Relations can help your firm and your brand to reach a vast audience. Whatever tactics suit your purposes, we’re ready to help integrate them into your marketing campaign.
- Social Media strategy and implementation
- Media relations and planning
- Advertising strategies
- Creative development and implementation
- Internal communications
- Sponsorship evaluation
- Lateral and graduate recruitment strategies
- Project management
BRANDING FOR INDIVIDUALS
Whether you consider yourself a rainmaker, are looking to get on the partner track, or simply want to raise your profile, the tools of marketing and business development are constantly changing. You have limited time and budget with which to build your practice but you want to make an impact with your target market. Whatever your comfort level, we can work with you to develop a marketing plan that contains realistic action items, from biographies to blogs, tailored to your needs while fitting in with the overall brand of your firm.
- Marketing Planning
- Professional and Lawyer Biographies
- Social Media presence strategy & implementation
- LinkedIn Profile
- Media Planning
DIRECTORIES & RANKINGS
Do you know how to leverage the relevant directories and rankings in your market to build your business and your brand?
Our clients are industry leaders, as such, they’re often considered for influential, and very public, exposure. We’ve helped to place our clients in rankings & directories, raising their profile and generating prestige for the firm. Whether you’re just beginning, or you’ve been eyeing a Chambers, Lexpert or Legal 500 ranking, we have the industry know-how and contacts to get you there.
- Strategies for Directories and Rankings
- Writing Directory Submissions – Regional and Global
- Interview Coaching
- Award Submission Advice
PUBLIC RELATIONS & MEDIA CONSULTING
Media relations campaigns can help you build your brand in a cost effective way while leveraging content that can be shared directly with clients and prospects. Having worked with law firms and lawyers on media related matters for over a decade, we always start our PR and media relations projects by having a firm understanding of the strategic goals of the firm, and its media relations and profile raising strategy, in particular. Are you looking to raise the profile of the firm, one particular area, or one single lawyer?
Once we’re up to speed we will work with you and your team to produce a Media Relations Plan. Once the plan is in place we’ll focus on the most relevant tactics to assist you with implementation.
- Media outreach/Traditional PR
- Digital PR
- Media Releases/Kits
- Media Monitoring
- Media training
- Other Profile Raising Activities
- Identifying speaking opportunities
- Speech and presentation development
- Awards – identifying recognition opportunities to garner credit for our clients’ work