Building a Marketing Plan from the Ground Up
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Transcript 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?”
No Budget
Less than 10%
11 - 20%
21 - 30%
31 - 40%
41 - 50%
over 51%
41%
26%
20%
7%
3%
1%
Marketing methods
used ….
Yellow Pages (97%!)
Internet based ads or web pages (63%)
Advertisement in broadcast media (32%)
“Yellow Pages
ads Rule!”
Despite:
No Staff
No time
No Budget
LRIS MARKETING
MAKES A
DIFFERENCE!
Step 1: Define your Audiences
Internal
Primary
External
Secondary
“Who do I need
to reach?”
Step 1: Define your Audiences
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
Target Marketing
Specialty Store vs. Department Store
Step 1: Define your Audiences
Study Community Demographics
Yellow Page Directory (front section)
U.S. Census Bureau (www.census.gov)
Search by city, state
(Internet)
90
80
70
60
50
40
30
20
10
0
East
West
North
Step 2:
Define
Your
Messages
Step 2:
When you need
a Lawyer,
call
Lawyer Referral
Lawyer
Referral
“The
Right Call
for the
Right Lawyer”
Step 2: Define Your Messages
Simplicity
Keep messages simple and concise
Consistency
Have one key message
Frequency & Repetition
Be in many places, multiple times
Step 3: Consider the Tools and
Tactics
Step 3: Consider the Tools and
Tactics
Print:
Newspapers
Dailies
Weeklies
Specialty
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)
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”
Step 3: Consider the Tools and
Tactics
Broadcast:
Radio
Public Service Announcements (PSAs)
Paid radio advertising
Call-in programs
ABA radio PSAs; custom taglines
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)
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
Examples of Networking
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
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
Step 4: Create a Marketing Plan
Determine budget
Determine tools
Set reasonable goals
Assign tasks
Create campaign
calendar
Step 4: Create a Marketing Plan
Determine budget
Determine tools
Utilize campaign budget worksheet from
PR & Marketing Guide
Step 4: Create a Marketing Plan
Set reasonable goals
Do your homework
Understand the
marketing environment
Start small
Step 4: Create a Marketing Plan
Assign tasks
(Who does what?)
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
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
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)
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
Building a
Marketing Plan
From the Ground Up