Marketing StrategyPresented to Evan and Mac Meade

Goal Summary

• Meade Injury Law Group recently launched a new website and brand identity. Marketing up until now has been SEO and Yellowbook with some alternative method testing. • Strengths are results and experience. Weakness

is marketing. • Goal is to evaluate current methods and develop

a cohesive marketing strategy that will provide increased market visibility and metrics for measurement and evaluation.

Marketing Strategy

Client Analysis• Target Markets• Practice Areas• Target Audience

• Geography• Seasonality

• Advertising and Promotions• Measurement and Evaluation

Target Market:Practice Areas Yielding Highest Return

Targeting: Market SegmentsWhat practice area generates the most profit?

MVA42%

Med Mal32%

Product Liability

12%

S/F Dog Bite7%

Workers Comp5% Social Security

2%

% of Total Revenue

Market Segments

•MVA plus Medical Mal account for 75% of incoming revenue•Workers Comp accounts for 5% and will no

longer be available•Workers Comp isn’t 1/3 as initially thought• Product Liability accounts for 12%

Personal Injury Breakdown

National statistics by volume- 52% are MVA-15% are Medical Malpractice - 5% are Product Liability

Meade statistics by volume- 47% MVA- 13% Medical Malpractice- 4% are Product Liability

Revenue vs. Volume

Profitability• MVA is 47% of your cases but 42% of revenue• Med Mal is 13% of cases but 32% of revenue• Product Liability is 4% of cases but 12% of revenue• Workers Comp is 12% cases but 5% of revenue• Social Security is 13% of cases but 2% of revenue• Slip Fall and Dog Bites are 12% of cases but 7% of revenue

• In summary Medical Mal and Product Liability are most profitable.

• Social Security, Workers Comp are least profitable with MVA in the middle.

National Profitability Statistics

Plaintiff success rate • 61% of MVA• 38% of Product liability• 19% of Med Mal

Median Damages Awarded• $16,000 MVA• $679,000 Med Mal • $748,000 Product liability

ProfitabilityPotential $ from 100 cases• MVA .52 x 100 = 52 ( 52% of cases are MVA) 52 x .61= 31.72 (61% plaintiff success rate) 31.72 x$16,000= $507,520 (median damages awarded)

• Med Mal.15 x 100 = 15 (15% of cases)15 x .19=2.85 (19% plaintiff success rate) 2.850 x $679,000=$1,935,150

• Product.05x 100 =5 (5% of cases ) 5 x .38 =1.9 (38% success rate)1.9 x $748,000=$1,421,000

Percentages Applied• MVA 13% of Median Damages • Med Mal 50% of Median Damages • Products 37% of Median Damages

• In summary, Meade Injury volume of cases is similar to the national averages. However, the settlement percentages vary . • One of our goals will be to increase each of these

practice areas by 1-5%. And these figures will be used to help allocate the budget.

Target Audience:Demographics Yielding Highest Return

Target Audience

MVA Tri-Cities Demographics

National Crash Statistics

MVA Target Audience

• In the Tri-cities over the past 5 years A 18-34 is the demographic with the most crashes• Nationally men in this age group are nearly twice

as likely to get into a car accident• Additionally they account for more serious injury

accidents and more men than women die each year in MVA

Med Mal Demographics• The nation's worst hospitals treat twice the proportion of

elderly black patients and poor patients than the best hospitals, and their patients are more likely to die of heart attacks and pneumonia, new research shows.

• Individuals over the age of 65 account for a greater share of medical care than any other age group in the United States.

• The 4 predominant reasons prompting patients to file a lawsuit included:

• 1) a desire to prevent a similar (bad) incident from happening again;• 2) a need for an explanation as to how and why an injury happened; • 3) a desire for financial compensation to make up for actual losses, pain, and suffering

or to provide future care for the injured patient; and• 4) a desire to hold doctors accountable for their actions.

Geography:Locations Yielding Highest Return

Geography

Washington County

35%

Other County26%

Unicoi County12%

Greene County10%

Carter County6%

Sullivan County5%

Johnson County5%

Cooke County1%

Top # County Breakdown

Unicoi County31%

Washington County

24%

Other County21%

Carter County

9%

Johnson County

6%

Greene County6%

Sullivan County3%

Top $ County BreakdownCounty Case #Washington County 27Other County 20Unicoi County 9Greene County 8Carter County 5Sullivan County 4Johnson County 4Cooke County 1

County %Unicoi County 31.31%Washington County 23.81%Other County 20.72%Carter County 9.34%Johnson County 6.00%Greene County 5.88%Sullivan County 2.95%Cooke County 0.00%

MVA GeographyCrashes State Route and Interstate by CountyCounty I-26 I-40 I-81 SR 1 SR 9 SR 31 SR 32 SR 33 SR 34 SR 35 SR 36 SR 37 SR 44 SR 63Sullivan 84 75 552 341 416 23 26Washington 236 9 663 121Greene 123 266 64Hamblen 49 92 411Carter 6 128Jefferson 88 27 68 36 159 9Cocke 70 164 202 76Hawkins 238 19 12Johnson 113Unicoi 30 1Hancock 15 20 7Total 356 158 283 790 232 34 330 20 1965 149 538 151 26 7

MVA Geography cont.

What counties see more accidents? ( in order looking at surrounding counties)

• Sullivan•Washington• Greene• Hamblen• Carter

What interstates see most accidents ?(200+)

• SR 34 in Sullivan, Washington, Greene and Hamblen counties• I-26 in Washington County• SR 1 Hawkins County• SR 32 Cocke County• SR 36 Sullivan County• SR 381 Washington County

Med Mal Geography

Med Mal Dockets 09-13Defendant Type Month YearBristol Orthopaedic Diversity Feb 2009Connie Pennington Diversity - Med Mal Oct 2010East TN OB/GYN Diversity - Wrongful Death Oct 2009GGNSC Winchester LLC Diversity - Personal Injury June 2012Gregory Ball Diversity - Med Mal Nov 2011Harriman Care Diversity - Personal Injury Nov 2010Holston Medical Diversity - Med Mal Feb 2012Holston Medical Diversity April 2009Holston Medical Diversity March 2009Indian Path Diversity - Med Mal Sept 2011Kenneth Smith Diversity - Personal Injury June 2012Lynch Civil Rights Act Nov 2010Matrixx Initiatives Diversity - Personal Injury Dec 2009Medical Education Assistance Co Diversity - Med Mal May 2012Mountain States Diversity - Med Mal Oct 2012Mountain States Diversity - Med Mal Feb 2012Mountain States Diversity - Med Mal Oct 2009Northeast TN Emergency Diversity - Med Mal Sept 2011Robert Maughon Diversity - Med Mal July 2009Rural Medical Services Tort Claim July 2010Rural Medical Services Tort Claim Dec 2009SSC Andersonville Operating Co Diversity - Med Mal June 2013SSC Andersonville Operating Co Petition for Removal- Personal Injury Sept 2011SSC Newport Operating Co Diversity - Petition for Removal April 2011SSC Newport Operating Co Diversity - Petition for Removal Dec 2010Summit View of Farragut Diversity - Petition for Removal Dec 2010Sun Healthcare Group Diversity - Med Mal Dec 2012Thibault Diversity - Med Mal Sept 2010Tri-City Pediatric Cardiology Diversity - Med Mal Nov 2009Wellmont Diversity - Med Mal Sept 2011Wellmont Diversity - Med Mal May 2011Wellmont Hawkins Diversity - Personal Injury April 2009

Which hospitals are rated lowest?

• Buchanan in Grundy is one of the 20 worst in the country.• Other than that the local hospitals all ranked

fairly low compared to national averages as rated by consumer reports.• Holston, MSHA, Wellmont, Rural Medical

Services, SSC Andersonville Operating Co, SSC Newport Operating Co. showed up multiple times on dockets

Seasonality/Timing:Time Yielding Highest Return

Seasonality/Timing

MVA –Tri-Cities• Friday 3p-5p • Oct, Nov, Dec on average most accidents in surrounding

counties

Med Mal• January and February are busiest months because people put

off treatment until after the holiday• July has 10% higher incidences reported due to recent grads

practicing• Holidays and vacations report more instances due to more

seasoned doctors on vacation

Marketing Strategy

• Proposed marketing strategy based off Services, Target Audience, Geography and Timing that yield the highest return

Marketing Strategy: Purchase Funnel

Consumer touch-points

Evaluate Current Methods• Overall Yellowbook accounted for 33% of your revenue. • Carter County was a negative ROI. You spent nearly twice as

much as you made back.• Johnson County did not produce any revenue results. • Unicoi ROI was the highest and was mostly due to two large

settlements.• Greene County was second highest ROI, you made 2.5x your

investment. • And Washington County you made 1.8x.• Internet investment $30,000, Revenue $138,339, ROI 3.6

Evaluation result• Cut YB Investment back from 5k/month to 2k/month allowing

3k/month to invest elsewhere• Voodoo is unable to negotiate at this time and is locked into a

contract • When considering artwork and website were built into the

30k/year in addition to SEO and blogging content it is a reasonable price and investment

• Voodoo is providing first page rank results• However, moving forward I would look to hold at current price

or decrease since it will be a maintenance contract and the website and artwork would have come out of the first year investment

Multimedia touch-point plan

Online breakdown

Marketing: Awareness• Outdoor is one of the mediums that is increasing year to year• Outdoor advertising is a good match for the MVA campaign

and Med Mal campaign since we are able to target by location• By selecting boards that are on the SR and Interstates with

200+ MVA we are catching people during their daily commute and getting frequency with our message

• Outdoor serves as an awareness tool from the funnel perspective and a commute tool from the touch-point perspective

• Because it is costly in order to maximize efficiency we can look to target MVA during high incident months and Med Mal during high incident months

Marketing: Awareness• To further increase MVA ad message frequency we can layer it

with a radio ad on radio stations targeted towards drivers with the most incidences M 18-34

• This will layer on the outdoor campaign to achieve awareness during commute

• Since Friday’s at 3p-5p are a commute time and also the time of the most incidences we can achieve high frequency by owning this day-part

• As an alternative to Outdoor and Radio combo we could do just TV. The problems I see here, is that it is highly competitive and will cost $80k to play at the same level as Arrington, Wolfe Rutherford etc.

Email Marketing• Email marketing serves on both ends of the purchase funnel as

well as different consumer touch-points• It can enhance credibility, promoting loyalty and gaining new

clients via recommendations• It can target prospects at work, at home or on the go via their

mobile device• This takes collecting everyone’s email address, when speaking

to a client or prospect, trading business cards etc. ask if you can add them to your list

• Content that builds credibility is key• You are paying for blog content, this is something you could

use in an email or create new content based off of seasonality and services

Email marketing continued• Content should relate to your targeted services• For Med Mal you could do a write up on avoiding hospitals

during January and February because they are the busiest months and people put off treatment

• You could do an article on July having 10% higher incidences due to more recent grads practicing, same goes with holidays and vacations for seasoned doctors on vacations

• You could provide links to hospital consumer reports• Do an article on “what to do in a car accident”• An article advising caution on home commute Friday 3p-5p• As you can see the idea is to have a positive professional

persona, this type of content is more likely to be shared and can be used across all platforms

Email continued• Letter announcing a new service or significant changes to an

existing service• Newsletter highlighting useful tips and company news, events,

promotions• Republication of an industry related magazine, trade journal or

newspaper article• Case study of a successful client solution you provided• Reprint of an article you contributed to an industry magazine

or publication• Checklist of helpful tips for your industry / service

Email how-to• Assign in-house person or contract out to consultant • Use constant contact or other easy to use email service• Send out 1x/month• Use professional, relevant messages and content such as prior

slide recommends• Send at most opportune times, certain rules apply here ie.

avoid weekends, Mondays, holidays and evenings• Track, Analyze and refine ie. Open rate, click thru rate• If I do this for you we will provide monthly updates

Social Media• A lot of the content I just listed for email marketing can be

used in social media and on your blog as well• Make sure you are using the content Voodoo is creating on

your social media platforms• Facebook is most effective for personal, people stories. If your

client had a good experience with you, ask them for a quote and put it on Facebook

• Linkedin is more professional. Make sure you are following content relevant to your industry. Then like, and repost articles you find helpful or that “wow” you. Linkedin is also a good platform to post your own professional articles

• Twitter is a good place to share the professional articles you liked or share your own articles

Public Relations• You can also use this content for PR• PR will hit prospects at home or work• Get together a few local reporters email addresses and when

you have a good story, pitch it to them, or just send them the story in press release form on your letterhead

• You can get this content in newspapers digital and print and perhaps even on the news

• When you reach out with a good story tell the reporters to use you as a legal expert in the future

• Timing is the same on this, do it 1x per month, set aside second Friday of the month or whatever day, it should only take 10 minutes since you already have the content

PPC/Content/Mobile• You rule SEO, now explore a completely track-able online method• When someone searches “car accident” you can come up in paid

search as well as come up in articles via content• A cost efficient way to do this is to do mobile only• Set a monthly budget on Google Adwords and refine based off of

most effective• Since it is highly-competitive you may choose to own keywords

that haven’t been bid on yet• This will hit people on the lower end of the purchase funnel and

can hit them at work, home or on the go• You could negotiate this into the contract for Voodoo to do for

you or you could have your paralegal handle this on a weekly basis

Facebook Sponsored

• As new products are recalled and you have a product for liability you can do a Facebook sponsored ad advising the masses they may have a case• More cost efficient and track-able than TV since you can

set it up to only pay-per-click• Other out-of-market companies just started using this

tactic • You can also use this to for your other services advising

people they may have a case or doing a sponsored story using your content

Google Alerts

• Set up Google Alerts to track local accidents • This will save your paralegal time and will serve

her the stories to her email, rather than having her seek them out • You can set up Google Alerts for product liability

as well to see what kinds of cases are out there• Set up Google Alerts for your firm name as well

just in case there are stories out there about you

Networking• Nothing will replace the one-to-one connection you make with

a person in-person• It is key to set aside some time each month or bi-monthly to

do a networking effort• Be sure to always ask for referrals• Make certain every friend and family member knows what

kind of law you specialize in• Business cards for all employees• Guest lecture at a community college• Go to a chamber event twice a year• I’ve left some in the budget for business cards or keychain -

beer-bottle-openers ie. networking swag

Overview• Outdoor and Radio Awareness seasonally by practice area• PPC/Content/Mobile negotiated into Voodoo contract or

paralegal or consultant handle 1x/week (4 hours/month)• Email 1x/month or more as content allows (1 hour/month)• Facebook Sponsored 1x/month or as product opportunity

arises (1 hour/month)• Google Alerts Daily (2 hours/month)• Social Media 1x weekly (10 minutes each Twitter/Linkedin/FB

2 hours/month)• PR 1x/month or as content allows (1 hour/month)• Networking 1x month or bi-monthly (1 hour/month)• Monthly time investment: 12 hours/month

Marketing Flowchart

Measurement and Goals

• Grow page-views 10% up from 320/month to 355/month• Grow emails from 7/month average to 10/month• Grow MVA from $560,000 to $589,473 (5%)• Grow Med Mal from $429,500 to $452,105 (5%)• Grow Product Liability from $165,000 to

$168,000 (2%)

Tracking – serious results takes serious tracking

• Ask everyone how they heard about you• Keep all client info in the same place like contact

management zoho.com• Put a code in marketing materials 4 digit or word

on each piece• Track phone calls and different phone numbers

Evaluation

• Conduct post-analysis next year using tracked leads• Send out survey via email at the end of the

year•Measure effectiveness of campaign and

changes in ROI

Any Questions?• Thanks again for the opportunity.

• I’ve enjoyed working on this for you and I’d be happy to continue on as a liaison or consultant.

• If you feel I’ve done a good job please refer me and write me a quick recommendation on LinkedIn.

Danielle GoodrichStrategic Marketing Consultant