2. Building a Marketing Plan From the Ground Up

3. Purpose of this Workshop  Introduction  Need  Solution  Conclusion

4. No Budget  Less than 10%  11 - 20%  21 - 30%  31 - 40%  41 - 50%  over 51%  41%  26%  20%  7%  3%  1% “What is the % of the LRIS annual budget devoted for marketing and PR?”

5.  Yellow Pages (97%!)  Internet based ads or web pages (63%)  Advertisement in broadcast media (32%) Marketing methods used …. “Yellow Pages ads Rule!”

6. Despite: No Staff No time No Budget LRIS MARKETING MAKES A DIFFERENCE!

7. Step 1: Define your Audiences Internal External Internal External Primary Secondary Primary Secondary “Who do I need to reach?”

8. Focus on consumer subgroups as they relate to specific areas of legal advice Examples: SSSSmall business owners TTTThe elderly HHHHomeowners Step 1: Define your Audiences

9. Target Marketing Specialty Store vs. Department Store

10. Step 1: Define your Audiences Study Community Demographics Yellow Page Directory (front section) Yellow Page Directory (front section) U.S. Census Bureau (www.census.gov) U.S. Census Bureau (www.census.gov)www.census.gov Search by city, state (Internet) Search by city, state (Internet)

11. Step 2: Step 2: Define Your Messages

12. Step 2: Step 2: When you need a Lawyer, call Lawyer Referral

13. Lawyer Referral Lawyer Referral “The Right Call for the Right Lawyer”

14. Step 2: Define Your Messages  Simplicity  Keep messages simple and concise  Consistency  Have one key message  Frequency & Repetition  Be in many places, multiple times

15. Step 3: Consider the Tools and Tactics

16. Print:NewspapersDailiesWeekliesSpecialty

17. Print: Print:Magazines  National consumer & specialty  Regional consumer & specialty  Local consumer & specialty (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago Parent) (i.e. Chicago Magazine, Crain’s Chicago Business, Chicago Parent) Step 3: Consider the Tools and Tactics

18. Print: Print: Brochures, Fliers  General “When You Need a Lawyer”  Specific Topics “Finding the Right Real Estate Lawyer” “The Senior Citizen’s Will Program”

19. Step 3: Consider the Tools and Tactics Broadcast: Broadcast: Radio Radio  Public Service Announcements (PSAs)  Paid radio advertising  Call-in programs  ABA radio PSAs; custom taglines

20. Step 3: Consider the Tools and Tactics Broadcast: Broadcast: Television 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)

21. Step 3: Consider the Tools and Tactics Alternative Media & Events 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

22. 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

23. 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 3: Consider the Tools and Tactics

24.  Determine budget  Determine tools  Set reasonable goals  Assign tasks  Create campaign calendar Step 4: Create a Marketing Plan

25.  Determine budget  Determine tools  Utilize campaign budget worksheet from PR & Marketing Guide

26. Step 4: Create a Marketing Plan  Set reasonable goals  Do your homework  Understand the marketing environment  Start small

27. Step 4: Create a Marketing Plan  Assign tasks (Who does what?)

28. 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: Timing is everything

29. 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 4 th 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 

30. Step 5: Implement the Plan Remember these basic fundamentals: KKKKeep it simple (Message should be short, memorable) RRRRespond to a need (Snow a benefit of your service) BBBBe consistent (Stick with the same message) BBBBe in many places, many times (Frequency is key)

31. 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

32. Building a Marketing Plan From the Ground Up