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