Team BatmanCristina ArcayDaniel Luong

Garrett Strobel Matthew Graniero

Preston Guillot

Digital Media Plan

The designated market area of Tampa Bay is one of the most competitive in the country for per-sonal injury attorneys. In a market that is oversaturated in personal injury attorneys, John Bales Attorneys’ goal is to increase client volume for their firm. The clients of personal injury attorneys are often referral clients and tend to have low or no income. John Bales has embraced their dig-ital advertising efforts and have dedicated $7500 a month to use solely on digital advertising.

Campaign OverviewExecutive Summary

-Obtain 30 new clients a month through John Bales’ website from June 1, 2015 to June 1, 2016-Utilize digital communication to the fullest potential to solidify an online presence-Create positive client relationships with a lasting, measurable impact, where previous clients lead to a 33% referral rate.

-Provide relevant content to potential new client base -Engage and communicate in a simple, friendly manner with potential new clients-Engage with potential new clients by establishing John Bales involvement in the community

ObjectivesMarketing & Creative

Creative

Marketing

Target Audience Profiles

Alaysia Dave-African American-Age: 32-HH income: 18K median income-Works full-time in a fast food restaurant, may have two jobs-Lives from her salary-Has a son and is single mom -Doesn’t understand complexity or nuanced language, tends to trust authority figures-Rely on brand names for quality but search for lowest prices-Values Family, God and Country-Majority of info is gathered from TV or Newspaper-Would look for a PI attorney in Yellow pages or from word of mouth

-White American-Age: 40-HH Income: 27K or less -Married and with a child-Works full time as a construction worker he is an ex military man-Value Family, God and Country-Wants simple, literal and friendly information-Looking for stability and guaran-tee in services -When looking for a PI lawyer expects the service to be helpful, inexpensive, and trustworthy-Among last to adopt new ser-vices or products, feels good with the comfortable and familiar

Recently rear-ended in a car accident driving to work and needs an affordable lawyer who can get her the money she is owed.

She can not afford to miss time from work and needs to get her vehicle repaired quickly.

Recently, he was injured on the job due to faulty equipment supplied by his construction company.

Dave has had to take 2 weeks off work and is now searching for a personal injury lawyer to help him get compensation for his missed time and injury on the job.

Men and women ages 32-54; the majority are high school educated, have low or no income, and are married with children. They are barely making ends meet to pay their bills. They are looking for a law firm because they need help right away.

StrategyCommunications Framework

Search Engine Optimization

Aside from spending advertising dollars on ban-ners and sidebar ads, it is necessary in the current digital business climate to have a website that ranks high in search results of Bing or Google. For this campaign, this can be achieved by optimizing the content of John Bales’ website, specifically their homepage. John Bales’ current website is ti-tled “Tampa Personal Injury Attorney | Free Consul-tations”, providing the service, location and initial cost all from the start.

To improve the search results and further target specific clients, we enhanced the website headli-ines and the content that should be featured.

Title: Tampa Personal Injury Attorney | Free Consultations

Meta description: Life doesn’t wait, have you been injured in an acci-dent? You may have a valid legal claim; we don’t get compensated unless you do. Call now 800-225-5564.

H1 title: We Don’t Get compensated Unless You Do

H2: Auto accidents-What to do after your auto accident?-Determining liability-How can personal injury attorneys help you?

Content:-It can be difficult to determine who is at fault for auto accident; life doesn’t wait why should you?-Types of injuries. lawyers at John Bales Attorneys are skilled at determin-ing whether the driver who caused your accident was under the influence, distracted, or driving recklessly.-We can help you determine if you’re eligible for compensation for pain and cost wages.

Alt image: -Alt= “car wrecked”

Tampa Personal Injury Attorney Life doesn’t wait, have you been injured in an accident? You may have a valid legal claim; we don’t get compen-sated unless you do. Call now 800-225-5564. johnbales.com

SEO For Homepage

PPCStrategy: We will attract low to no income individuals from the Tampa Bay area to the John Bales website using search terms that would be used by prospective clients or people looking for personal injury help.

Geolocation: Tampa, St. Petersburg, Clearwater, Sarasota, Largo, Seminole, Pinellas Park, Brandon and Temple Terrace

Budget: $35 per day / $1,050 per month

Keywords: The following keywords were chosen in Google Ad-Words based on moderate to high number of searches and low cost-per-click (under $6).

Google Adwords

John Bales Attorneys johnbales.com (800) 225-5565Get Help For Your Personal Injury Sign up for a free consultation today. 625 E. Twiggs St Suite 100, Tampa, FL

Display AdvertisingAwareness

Display AdvertisingResearch

Display AdvertisingBuying Moment

Email Marketing

The purpose of the newsletter is to keep in touch with our previous clients.

Each letter would be personalized to the case of the client. In this example we personalized the letter to address tips for back pain because our client had been in a car accident.

By doing this we wish to keep our clients happy and to remind them that John Bales does truly care.

We also are looking for our clients to refer John Bales to their friends via social media. We believe that by sending out this newsletter clients will have a greater appreciation for the firm.

Tracking:-Click through rate-Number of referrals via email/social media

No Fee Giuarantee ®

Social Media

Relevance – Roads in Tampa to avoid and times to avoid them. Safe driving tips for mobile users who might possibly be using their device while driving. Generate discussions by sharing facts that pertain to the interests of the demographic: Hockey, pet products, suggested places to eat or drink in the Tampa area.

Timeliness – Generate comments on posts to generate a running discussion. After posting an initial question earlier in the day, Have a follow up post before the end of day to respond to all the consumer responses. Indicate this in the comments section.

Context – Facebook users would want more informative, simple, insightful posts. Geographically relevant to people in the Tampa area.

Novelty – Keep updated with trends followed by the audience, such as Cartoons and Carpools. Traditional, general events, especially holidays where people are travelling to see their fami-lies, friends and relatives more frequently than usual.

Consistency – Produce helpful content regularly with the same look, feel and tone.

Facebook and Twitter

Sample Facebook Ad

Mobile Mobile advertisement created for John Bales should urge the audience to put their phone down if they encounter the advertisement while driving. This would position John Bales as a business that is concerned with the well-being and safety of the individual seeing the ad and the entire community exposed to the ad.

Radio has become one of the top media to reach our target audience of 32 to 54 year old lower income males and females in the Tampa Bay area. Furthermore, soci-ety is moving more and more towards apps and smart-phones. Digital radio is growing daily as more people utilize Pandora, Spotify, TuneIn and iHeartRadio. We will spend 15% of the budget will on digital radio because of the number of potential clients it can reach in the Tam-pa Bay area. Digital radio advertising has progressed through these popular outlets and will continue to grow. Radio is the number one way to reach a portion of our target and the continuous growth of consumers using smartphones make this a medium our campaign cannot overlook. We have also allocated 15% of our budget for mobile advertising, more specifically banner ads.

Sample Pandora Radio Ad Sample Banner Ad

Banners and Online Radio Ads

KPI

Budget

Next steps

Conduct primary research-Collect information from previous clients through email surveys-Create optional public surveys hosted on Facebook to acquire larger feedback

Evaluate social media impact by measuring all KPIs -Consider the strategies used that led to high retweets, mentions, comments and likes on the various internet platforms-Confirm that the majority of interactions on social media are from users within John Bales geographic target area

Create a feedback loop between John Bales and both previous and potential clients. -Focus on best performing content based on feedback and client interaction-Implement similar content with a fresh look and feel in the future to maintain the high interaction with-out producing redundant content