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Building a Marketing Plan From the Ground Up
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  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