Building a Marketing Plan From the Ground Up
description
Transcript of Building a Marketing Plan From the Ground Up
Building a Building a Marketing Plan Marketing Plan
From the Ground Up From the Ground Up
Purpose of this WorkshopPurpose of this Workshop
IntroductionIntroduction NeedNeed SolutionSolution ConclusionConclusion
No BudgetNo Budget Less than 10%Less than 10% 11 - 20%11 - 20% 21 - 30%21 - 30% 31 - 40%31 - 40% 41 - 50% 41 - 50% over 51%over 51%
41%41% 26%26% 20%20% 7%7% 3%3% 1%1%
“What is the % of the LRIS annual budget devoted for
marketing and PR?”
Yellow Pages (97%!)Yellow Pages (97%!) Internet based ads or web pages (63%)Internet based ads or web pages (63%) Advertisement in broadcast media (32%)Advertisement in broadcast media (32%)
Marketing methods used ….
“Yellow Pages ads Rule!”
Despite:Despite:No StaffNo StaffNo timeNo time
No BudgetNo Budget
LRIS MARKETING LRIS MARKETING MAKES A MAKES A
DIFFERENCE!DIFFERENCE!
Step 1: Define your AudiencesStep 1: Define your Audiences
Internal ExternalInternal External
Primary SecondaryPrimary Secondary
“Who do I need to reach?”
Focus on consumer subgroups as Focus on consumer subgroups as they relate to specific areas of they relate to specific areas of
legal advicelegal advice
Examples:Examples:Small business ownersSmall business ownersThe elderlyThe elderlyHomeownersHomeowners
Step 1: Define your AudiencesStep 1: Define your Audiences
Step 1: Define your AudiencesStep 1: Define your Audiences
Target Marketing
Specialty Store vs. Department Store
Step 1: Define your AudiencesStep 1: Define your Audiences
0
10
20
30
40
50
60
70
80
90
East
West
North
Study Community DemographicsStudy Community DemographicsYellow Page Directory (front section)Yellow Page Directory (front section)U.S. Census Bureau (U.S. Census Bureau (www.census.govwww.census.gov))Search by city, state Search by city, state
(Internet)(Internet)
Step 2:Step 2:
Define Your
Messages
Step 2:Step 2:
When you need a Lawyer,
call Lawyer Referral
Lawyer Lawyer
ReferralReferral
“The Right
Call for the Right Lawyer”
Step 2: Define Your MessagesStep 2: Define Your Messages
SimplicitySimplicity Keep messages simple and conciseKeep messages simple and concise
ConsistencyConsistency Have one key messageHave one key message
Frequency & RepetitionFrequency & Repetition Be in many places, multiple timesBe in many places, multiple times
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Print:Print:NewspapersNewspapers
DailiesDailies
WeekliesWeeklies
SpecialtySpecialty
Print:Print:MagazinesMagazines
National consumer & specialtyNational consumer & specialty
Regional consumer & specialtyRegional consumer & specialty
Local consumer & specialty Local consumer & specialty (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago
Parent)Parent)
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Print:Print:Brochures, FliersBrochures, Fliers
GeneralGeneral““When You Need a Lawyer”When You Need a Lawyer”
Specific TopicsSpecific Topics““Finding the Right Real Estate Lawyer”Finding the Right Real Estate Lawyer”““The Senior Citizen’s Will Program”The Senior Citizen’s Will Program”
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Broadcast:Broadcast: RadioRadio
Public Service Announcements (PSAs)Public Service Announcements (PSAs) Paid radio advertisingPaid radio advertising Call-in programsCall-in programs ABA radio PSAs; custom taglinesABA radio PSAs; custom taglines
Step 3: Consider the Tools and Step 3: Consider the Tools and TacticsTactics
Broadcast:Broadcast: TelevisionTelevision
Public Service Announcements (PSAs)Public Service Announcements (PSAs) Paid TV commercialsPaid TV commercials Interviews with spokespersons on news/talkInterviews with spokespersons on news/talk Sponsorship of PBS or other cable programsSponsorship of PBS or other cable programs Development of own cable show Development of own cable show
(network TV -- PBS/cab/e -- cable access)(network TV -- PBS/cab/e -- cable access)
Step 3: Consider the Tools and TacticsStep 3: Consider the Tools and Tactics Alternative Media & EventsAlternative Media & Events
Billboards, bus signs, movie theater adsBillboards, bus signs, movie theater ads Community outreach/eventsCommunity outreach/events
““Ask a Lawyer” clinicsAsk a Lawyer” clinics Business law workshopsBusiness law workshops Team sponsorships (bowling, softball)Team sponsorships (bowling, softball) ““Lunch & Learn” programsLunch & Learn” programs
NetworkingNetworking
Examples of NetworkingExamples of Networking
Cable TVCable TV Chambers of CommerceChambers of Commerce Community centersCommunity centers CorporationsCorporations Government, county, & Government, county, &
city agenciescity agencies Local congressmen, Local congressmen,
state repsstate reps Military bases Military bases NewspapersNewspapers
Park districtsPark districts Public libraryPublic library Radio stationsRadio stations Real estate brokers & Real estate brokers &
firmsfirms School districtsSchool districts Senior citizen centersSenior citizen centers Shopping mallsShopping malls Small businessesSmall businesses
Rely on the ABA and other resourcesRely on the ABA and other resourcesMarketing Materials:Marketing Materials:
PublicationsPublications PR & Marketing GuidePR & Marketing Guide PR Tools, Tips & TimesaversPR Tools, Tips & Timesavers
News ReleasesNews Releases Radio PSAsRadio PSAs Official Logo & SloganOfficial Logo & Slogan
Lawyer Referral conferences: network, share ideasLawyer Referral conferences: network, share ideas
Step 3: Consider the Tools and TacticsStep 3: Consider the Tools and Tactics
Determine budgetDetermine budget Determine toolsDetermine tools Set reasonable goalsSet reasonable goals Assign tasksAssign tasks Create campaign Create campaign
calendarcalendar
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
Determine budgetDetermine budget Determine tools Determine tools
Utilize campaign budget worksheet from Utilize campaign budget worksheet from PR & Marketing GuidePR & Marketing Guide
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
Set reasonable goalsSet reasonable goals Do your homeworkDo your homework Understand the Understand the
marketing environmentmarketing environment Start smallStart small
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
Assign tasksAssign tasks(Who does what?)(Who does what?)
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
Create a campaign calendarCreate a campaign calendar Keep up with current events; Keep up with current events;
be aware of national and local be aware of national and local news/eventsnews/events
Note cyclical nature to the Note cyclical nature to the news; influenced by seasons news; influenced by seasons and eventsand events
Consider “seasons” of Consider “seasons” of opportunityopportunity
Rem
embe
r:
Tim
ing
is e
very
thin
g
Step 4: Create a Marketing PlanStep 4: Create a Marketing Plan
January – FebruaryJanuary – FebruaryThe New Year; planning for the futureThe New Year; planning for the future
March – AprilMarch – AprilTax TimeTax Time
May: May: Law DayLaw Day JuneJune
Weddings and home-buyingWeddings and home-buying JulyJuly
44thth of July; freedom issues of July; freedom issues AugustAugust
Back to school; planning/saving for collegeBack to school; planning/saving for college SeptemberSeptember
Labor Day; business law issuesLabor Day; business law issues October – November – DecemberOctober – November – December
Winter holidays; fraud, theft, bankruptcyWinter holidays; fraud, theft, bankruptcy
Step 5: Implement the PlanStep 5: Implement the Plan
Remember these basic fundamentals:Remember these basic fundamentals: Keep it simpleKeep it simple
(Message should be short, memorable)(Message should be short, memorable)
Respond to a needRespond to a need(Snow a benefit of your service)(Snow a benefit of your service)
Be consistentBe consistent(Stick with the same message)(Stick with the same message)
Be in many places, many times Be in many places, many times (Frequency is key)(Frequency is key)
Step 6: EvaluateStep 6: Evaluate
Often difficult to determine success of PROften difficult to determine success of PR Usually mix of tools and techniquesUsually mix of tools and techniques How ABA and LRIS offices evaluate:How ABA and LRIS offices evaluate:
Ask “How did you hear about us?”Ask “How did you hear about us?” Software that tracks callsSoftware that tracks calls Follow-up letters to referral clientsFollow-up letters to referral clients Toll-free number with special promotionsToll-free number with special promotions Electronic encoding of radio/TV PSAsElectronic encoding of radio/TV PSAs Press clipping servicePress clipping service
Building a Building a Marketing Plan Marketing Plan
From the Ground Up From the Ground Up