Program OverviewNovember 2010

“Record of extreme ruthless behavior…”

• Baseless

attacks repeated

often enough

become truths

• Shell

organizations

with nebulous

ties to special

interests

“Neutralize excessive influence over the legal and political systems…”

• Wielding every

media channel,

traditional and social

• Demonizing

images, messages:

i.e., “Terrorists and

Trial Lawyers?”

“Lawyers win, you lose…”

• Pledge for

America calls for

legal reform

• Trumped up

statistics blame

trial attorneys for

sagging

economy

• Hammering at

urban myths until

the become

urban realities

“I sue you because that’s what I do…”

• Propaganda

campaign

translates into

electoral and

legislative

setbacks for civil

justice system

“Iowans voted for freedom…,” says Vander Plaats

• Wisconsin’s

governor,

legislature approve

sweeping changes

to rights of injured

people

• Coming to a capitol

near you!

Defeat at the Capitol

Let America Know… the truth about civil justice!

Project Goals• Let America know… the truth about civil justice issues

• Build and energize a national base of citizen support

• Provide attorneys with an effective, affordable marketing tool

Project Strategies• Energize clients – the trial bar’s greatest constituency

• Support and educate our political friends and allies

• Create and coordinate powerful messaging

• FIGHT BACK

You Should KnowEmail-based Newsletter

Customized by each individual trial lawyer

Professional content guided by TLAs

Monthly giveaway

Podcast social media component

You Should KnowEmail-based Newsletter

Customized by each individual trial lawyer

Professional content guided by TLAs

Monthly giveaway

Podcast social media component

You Should Know2010-11 Issues

Auto Insurance Limits

Texting, Talking & Driving

Toyota Recall

Home Owners Insurance

Buying a Safe Car

Insurance Tricks of the Trade:

Delay, Deny, Defend

Justice Served Awards

10 Minutes, 10 Hours After an

Auto Accident

IAJ ParticipationLeadership Endorsement &

Memberships

11 Issues: April 10 – February 11

2,700 Client Subscribers So Far

OverallMinnesota/ Wisconsin/ National

8,000-plus Client Subscribers

ResultsReader Response

Vividly demonstrates campaign

effectiveness

Improving image of trial

lawyers and their clients

Generating referrals

ResultsReader Response

Vividly demonstrates campaign

effectiveness

Improving image of trial

lawyers and their clients

Generating referrals

ResultsAction Alert

Association Controlled

ResultsMember Response

Referrals

Client Appreciation

Top of Mind Awareness

Acceptance: 72 Unsubscribes

(less than 2%)

ResultsNational Recognition

Trial Lawyer Associations

Affiliated Organizations

Let America KnowCost

$49.95/ Month - $99 Activation Fee

One Flat Fee. No Hidden Costs. No

Contracts. No Subscriber Limit.

Permission-Based E-Mail Documented

As Highly Effective Marketing Tool

ROI Nearly 50 to 1

Supports PR Work of IAJ

LetAmericaKnow.comNo Toll: (866) 589-7670