Transcript ylf-local-marketing-training-session-pp-pres-05-09

Brand DNA
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Brand purpose
Customer value proposition
Key brand attributes
Brand personality
Brand behaviours
Key customer segment insights
Local area marketing
• Target customer profile
• Local area marketing objectives
• Local area marketing strategies
Brand purpose
Improve the way law is practised and how
lawyers are seen by the public
Customer value proposition
Client: Accessible, affordable lawyers working
on a fixed fee valuing me as a client
Lawyer: Flexible, proven system allowing me
to be my own boss with a better lifestyle
Brand proposition
Client: Bringing law back to the people
through affordable, trusted, specialist legal
services to clients in the suburbs
Lawyer: Providing a system where lawyers’
well-being and job satisfaction are paramount
Key brand attributes
Accessible (client) ​
• Lawyer meets when or where I want ​
• Lawyer is located in my suburb​
• Lawyer is there when I need them​
Accessible (lawyer)​
• Lawyer works at home/wherever​
• Support system/services easy to access (online PMS,
skype, phone)​
• Back Office support always available
Key brand attributes cont.
Affordable (client)​
• Fixed, transparent pricing​
• Price certainty, no billable hours​
• Competitive pricing​
Affordable (lawyer)​
• Referrals help provided by Franchisor ​
• Extra services competitively provided by Back Office
buying power/low overheads
• Back Office buying power = cost saving
Key brand attributes cont.
Appreciated (client)​
• Personal and professional service ​
• Trusted, quality client relationship​
• Tailored, specialist fee-for-service​
Appreciated (lawyer)​
• We value our lawyers​
• Lawyer owns business equity and clients​
• Improved job/career satisfaction, mental health and
lifestyle​; less stress and risk
• Professional network that shares and refers
Brand personality
Personable​
• Approachable and accessible​
• Down-to-earth and engaging​
• No-nonsense approach​
• Positive and friendly​
• Uses plain language
Brand personality cont.
Trustworthy​
• True to our word​
• Professional and experienced​
• Lawyer come first, client a priority​
• Know you are in good hands​
• Quality system, services and guidance​
Brand personality cont.
Pioneer​
• Contemporary and innovative​
• Champion for lawyer and clients​
• Leading the way for better legal services​
• Changing the face/practice of law​
• Leading the way for lawyer’s better job
satisfaction, health and lifestyle
Brand behaviours
Client-focussed (client)​
• Clients’ best interests a priority​
• Solution-focused​
• Part of clients’ lives​
Lawyer- first (lawyer)​
• Lawyer’s best interests a priority​
• Focused on lawyer’s health, lifestyle and well-being​
• Support relationship and platform designed for
lawyer’s growth​
Brand behaviours cont.
Fee transparency (client)​
• Fixed pricing​
• No billable hours​
• Never charge more that we said​
Fee transparency (lawyer)​
• Affordable pricing ​
• Involved in brand and local marketing and
networking​
• Open communication, training and assistance with
business management
Brand behaviours cont.
Integrity (client)​
• Always true to our word​
• Fights for clients’ well-being​
• Professional and reliable
Integrity (lawyer)​
• Always true to our promise​
• Fights for lawyer’s well-being​
• Professional, reliable, reputable​
• Involved in non-for-profit (NFP) endeavours
• Empowers lawyer’s personal brand
Key audience segment insights
Client: “I want an affordable, local, specialist
lawyer who I can trust to hold my hand
through my legal matters.”
Lawyer: “I am tired of the old way of law and
the stress. I want to practice law on my terms,
but without risk, hassle and great costs.”
Local area marketing
• Target customer profile
• Local area marketing objectives
• Local area marketing strategies
Target customer profile
Suburban population and small and
medium size businesses (SMEs) seeking
accessible, affordable, specialist legal services
Local area marketing objectives
Raise Your Law Firm’s brand awareness and
lawyer's business awareness
Communicate Your Law Firm's services offer in
the lawyer’s exclusive area
Raise profile of lawyer in their exclusive area
Local area marketing strategies
Key local newspaper(s) print and digital ads in
lawyer’s exclusive area for brand awareness and
services offer (regular monthly exposure)
Letterbox delivery of marketing brochure/leaflet
in lawyer’s exclusive area for brand awareness and
services offer (defined timing)
Key community-based cause to support brand
involvement and to raise profile of lawyer
(ongoing)
Local area marketing strategies
Impactful out-of-home billboards and transit
advertising (where available, defined timing)
LinkedIn invitations to generate small/medium
enterprises (SMEs) connections for targeted
contact
Regional-based radio ads for brand awareness
and services offer (where applicable, periodic
exposure)
Key sponsorship opportunities for brand and
lawyer engagement
Yellow Pages and White Pages listings
Moonee Ponds (territories )
• Maidstone
• Maribyrnong
• Seddon
• Tottenham
• Footscray
• West Footscray
• Yarraville
• Aberfeldie
• Airport West
• Strathmore
• Strathmore Heights
• Essendon
• Essendon North
• Essendon West
• Flemington
• New Market
• Kensington
• Moonee Ponds
• Niddrie
• Braybrook
• Kingsville
• Ascot Vale
• Ascot Vale West
• Avondale Heights
• Travancore
Moonee Ponds (local area marketing
options)
• Local newspaper print and digital ads
• Letterbox delivery of marketing brochure (defined areas, periodic)
• Out of home billboards (key arterial roads)
• Transit advertising (shopping precincts)
• Yellow Pages (print and digital)
• White pages (print and digital)
• LinkedIn invitations for targeted contact
• Selected speaking opportunities
• Direct marketing to real estate agents and other professions
Prahran (territories – 7km)
• Windsor
• Toorak
• St.Kilda
• St.Kilda East
• St.Kilda West
• St.Kilda Road
• Caulfield North
• Ripponlea
• Elwood
• Prahran
• Malvern
• Armadale
• Kooyong
• South Yarra
• Cremorne
• Burnley
• Middle Park
• Southbank
Prahran (local area marketing options)
• Local newspaper print and digital ads
• Letterbox delivery of marketing brochure (defined areas, periodic)
• Out of home billboards (key arterial roads)
• Transit advertising (shopping precincts)
• Yellow Pages (print and digital)
• White pages (print and digital)
• LinkedIn invitations for targeted contact
• Selected speaking opportunities
• Direct marketing to real estate agents and other professions