Download - Justiniain PLLC--Digital Marketing Overview
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Justinian PLLCDigital Marketing Overview
Phase 1
Breton NovelliDigital Marketing Consultant
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Top of Funnel ActivitiesAwareness Activities• Develop budget for paid • Utilize PPC ads for search via Google/Bing
– Ensure effective SEO to lower cost of PPC activity
– PPC campaigns favors larger brands• Optimize campaigns for paid social to utilize the
marketing revenue effectively • Develop content to reach audience
– Blogs – Video series
• Legally Intoxicated• Client Stories• TV/Radio Advertisements
– Lynda Courses• Publish and Attract Influencers
– Fans/followers– Visitors– Inbound Links
Awareness
Consideration
Conversion
Advocacy
Loyalty Wor
d of
M
outh
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Awareness• Adwords for Lawyers• Craft relevant call-to-action
– Contact form• Implement all ad extensions
– Location, sitelink, callout• Highlight competitive
advantages• Proper geo-targeting• Set up “call only” campaigns &
utilize Call extensions• Track calls, ensure 24hr system• Ensure online chat system in
place• Continue tracking keywords,
AB testing campaigns and eliminating unnecessary keywords
Awareness
Call only Campaigns Call Extensions
Content, inbound, referrals, trade shows, events, SEO/SEM, online ads, videos, e-mail, campaigns, social
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ConsiderationResearch phase of User Journey• Create targeted content based on User Journey • Generate and promote client stories based on search
terms• Utilize “high return” cases for curating content
– AB test based on keywords• Curate content relevant to immigration and personal
injury based on search traffic and keywords• Incorporating long-tail keywords
Consideration
Brand begins to resonate with Users
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ConversionDeveloping Interest and Education• Often the purchase process of the user journey• Creates the brand as a thought-leader within the
industry• Nurture leads generated through email (enurture)• Utilize Google analytics, landing page, CRM, and e-
commerce• Harvest “thought leadership” as a brand by offering
courses in digital and through University
Conversion
Content marketing, information, classes, social media, case studies
Google analytics funnel visualization report helps in conversion analysis to determine the unique page views, rather than combining total views
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Loyalty• Build out influencer engagement through user-
generated content, social networks• Increase customer-reviews, ratings• Enter dialogue with customers, not just e-mail
nurture• See entire pipeline of relationships, organize client
data, track relationships, and log into CRM from any device
• Add unlimited contacts • Build a better practice• Hassle-free IT• Integration with leading web app• Reporting and dashboards• Insights into firm’s performance• Secure Client Portal
Loyalty
Building awareness leading to advocacy
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Advocacy• People trust others more than companies/lawyers• Recommendations from friends/family is the most important criteria in
making a purchase decision• Cultivating and enabling advocates will generate word-of-mouth • New customer prospects through advocacy programs are important for
business development • Ensure happy customers are the loudest virtual megaphone, over the
unhappy customers, in social media outlets
Advocacy
Brand advocacy helps retain happy customers and attract potential customers
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Current Social Media Case
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• Update wallpaper to be cohesive with branding
• Begin using paid social for campaign optimization
• Update social links on landing page to local handles• @justinian (Twitter)• Facebook.com/justinianpllc
Twitter• Goals: Increase followers, engagement,
reach• Target local audience• Update website to current URL• Update logo for cohesive branding
across social properties
Current FB site links to national brand, rather than local
Twitter logo not found on other social properties, update with current logo based on Twitter logo dimensions
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• Utilize for verification of other social properties on website
• Currently does not have any content• Can serve as the content repository of all curated video content• Utilize Youtube Director for mass content creation• Utilize playlists to segregate content for various campaigns
• Curate thought leadership for Lynda based on business law courses through community classes offered at UT and online via Google Hangouts
Logo for G+, Linkedin, Youtube all consistent
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Facebook DemographicsJustinian & Associates
(@justinianpllc)Past 28 Days
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Organic/Paid/Earned
• Currently reaching 100%
of traffic via organic (owned and earned media)• Utilize digital and
events to expand reach, engagement, and lead-conversions
• Utilize Paid Social to promote proprietary content during peak times of engagement
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Personas
Salary: $90,000+Master’s degreeMarried with Children • Already has a go-to
lawyer he found through his network of highly influential friends and will be difficult to persuade
• Believes in relationships built upon trust
Joe Sarah MiguelMillenialSalary: $60,000Single, no children• Does not have a
lawyer, and uses network of friends or social media to make buying decisions
• Easily swayed by external influences
Salary: $45,000Married with childrenGreater Austin AreaBlue-collarFirst or Second Generation• Does not have a lawyer,
and uses network of friends or trusted media to make buying decisions
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Media Partnership Opportunities• KGSR• Texas Tribune• Texas Bar Journal• Tech• LGBT Outreach• Arts
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Emmis RadioRadio Total Daypart Length Spots Unit
Rate Net Reach Frequency Total
Cost KGSR-FM 960 $26.30 421,600 8.3 $25,248.00 Q3 & Q4 - 24 wks $26.30 421,600 8.3 $25,248.00 $26.30 One Week total 40 $26.30 90,200 1.6 $1,502.00
M-TU 6A-10A 60 5 $55.00 12,300 1.3 $275.00 M-TU 10A-3P 60 5 $50.00 16,300 1.3 $250.00 M-TU 3P-7P 60 5 $60.00 15,200 1.3 $300.00
SA 9A-7P 60 4 $35.00 15,600 1.2 $140.00 SU 9A-7P 60 4 $20.00 15,600 1.2 $80.00
M-SU 6A-12M 60 5 $1.00 14,600 1.1 $7.00 M-SU 12M-12M 60 5 $- 21,800 1.1 $- BONUS
Radio Total Daypart Length Spots Unit
Rate Net Reach Frequency Total
Cost La Z/Latino 624 $64.04 229,400 14.7 $39,960.00 Q3 & Q4 - 24 wks 8.3 $39,960.00 One Week total 624 $64.04 66,500 14.7 $1,502.00
M-F 6A-7P 30 5 $64.04 49,000 2.1 $275.00 M-F 7P-12M 30 5 $64.04 9,600 1.8 $250.00 SA-SU 8A-8P 30 5 $64.04 15,400 1.2 $300.00
M-SU 12M-12M 30 4 $64.04 18,700 1.2 $140.00
KGSR Investment:$25k
Latino Radio Investment:$39k
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Emmis Events• Weekly Radio Spots on KGSR/Latino networks• On-air Influencers:
$50-100/recommendation – 12 week commitment
• Hispanic Event Opportunities: $2k-5k• KGSR Event Opportunities: $3k-75k
Event Timing Price
El Palomazo Monthly $2500
Bat Fest August $4900
Hands for Hope November $5000
Sala Navidena November-December
$4500
Chuy’s Parade November-December
$5,500
Hispanic/Latino
Event Timing PriceSXSW March $7200-$9800
Unplugged April-September $18,300-32,000
Blues on the Green
May-August $10k-$75k
Chuy’s Parade November $3,800
KGSR Anniversary Soiree
December $5,600-7800
Millenial/Upper Middle Class
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Emmis Con’tQ3 Digital Breakdown7/18/16-9/30/16• Geotargetting for Austin region• Ads placed through Mobile, Web, and in App
usage• Retargeting 5k impressions in real time,
contextually based • Geotarget ads by zip (minimum 10)• 4k+ legal advice seekers construction workers,
online influencers-pharmaceutical topics• Total estimated impressions: 100-200k+• Estimated Clicks: 7k+• Total investment: $6,000
Total Investment:
$6k
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Texas Tribune
Podcast• Messaging/mention at start and conclusion
Texas Tribune Event• Logo Placement and branding
opportunitiesRecognition from the stage• Reserved VIP seating for special guests• Distribution of Justinian info/branded material
Investment: $10k• Website• Email• Multimedia• Event
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Texas Tribune Con’t
Sept. 24, 2016Featuring:CEO Evan SmithPulitzer Prize Winner Maureen Dowd
Table for 10: $5kProminent seating for 2: $2,500
Tribfeast: Dinner to support Nonprofit Journalism
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Texas Bar Journal
Discounts:• Agency: 15%. • Pre-payment of a yearlong
contract: 2%.
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Tier 1 Level Sponsorship Benefits• Increased social media• Increased brand awareness• Guaranteed brand
activation/recognition• Speaking opportunity• Logo recognition on video
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Company Profile:Size: 51-200 EmployeesFunding: $2M-$88M
Attendance: Athletes: 400Attendees: 500-600VIP: 150
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LGBT Outreach• Austin Gay and Lesbian Chamber of Commerce: $175• Splash Days (9/2/16)– $1000 Sponsorship
• Jimmy Flannigan Sponsorship: $50 (ASAP)
Total Investment:~$2k
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Arts—Zach Scott• Zach Scott Act One Young
Professional Benefits– Young professional program
connecting Austin’s millennial business leaders with discounted tickets to:• Priscilla Queen of the Desert
Wednesday, September 28, 2016• TBA Production Wednesday, January 25,
2016• In the Heights Wednesday, May 31, 2017• Million Dollar Quartet Wednesday, July
26, 2017
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Arts—Zach ScottTotal Investment:$5k
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Arts—Zach ScottTotal Investment:$5k
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Final Overview
AffiliateProgra
mDuratio
n Total
Investment Website Email EventSocial Media Apps Mobile
Desktop
EmmisKGSR Radio
24 weeks $25,248.00
Latino Radio
24 weeks $39,960.00
Events 1 Month $3,800.00
Digital3 month $6,000.00 X X X X
Texas TribuneSponsorship $10,000.00 X X X X X X
Dinner 1 Night $2,500-
5,000 X Texas Bar Journal
Advertisement
3 months $1,500.00 X X X X X
Startup Games
Sponsorship 1 day $1,000.00 X X X
Zach Scott Theatre
Sponosrship Annual $5,000.00 X X X X X
LGBT
AGLCC Membership Annual $175.00 X X X
Splash Days 4 Days $1,000.00 X X X X X X
Jimmy Flannigan Sponsorship N/A $50.00 X X X X X X
Hispanic Chamber of Commerce
Membership Annual $200.00 X X X X X X