Break down of client competition, keywords, audience, etc.

1. The Debt Doctors
Social Media Marketing Strategy
03-09-2016
Social Media Marketing Strategy
1.) Objectives
a. Use social media channels to give people useful information about bankruptcy
i. Dispel myths surrounding bankruptcy
b. Increase traffic to website
c. Drive people to sign up for a Free Consultation on website
d. Retrieve more customers
e. Differentiate The Debt Doctors as a firm that cares about it’s customers, unlike other
firms that only focus on the bankruptcy filing
2.) Research
a. Online reputation
i. Search engine ranking
1. “the debt doctors” #1
2. “debt relief attorneys in pittsburgh pa” #2
3. “debt relief lawyers in pittsburgh pa” #4
4. “debt lawyers pittsburgh pa” #3
5. “debt attorneys pittsburgh pa” #2
6. “bankruptcy lawyers” 0 (Steidl & Steinberg is #1)
7. “bankruptcy lawyers pittsburgh pa” #3
8. “bankruptcy attorneys” 0 (Steidl & Steinberg #2)
9. “bankruptcy attorneys pittsburgh pa” #3
ii. Social media presence
1. Facebook
a. Post blog & industry-related articles
b. Total “Likes”: 233
c. All “About” sections completed
d. 2 Videos
2. Twitter
a. Post blog & industry-related articles
b. Tweets: 230
c. Following: 139
d. Followers: 64
e. All “About” sections completed
3. LinkedIn
a. 0 posts
b. All “About” sections completed
c. Followers: 14
4. Google +
a. Post blog & industry-related articles
b. All “About” sections completed
b. Industry experts
i. Wall Street Journal
ii. Forbes
iii. National Association of Consumer Bankruptcy Attorneys
iv. National Association of Bankruptcy Trustees
c. Industry players
i. Jones Day
ii. Jason Karavias, Esquire
iii. Griffith, McCague & Wallace, P.C.
iv. Mary Bower Sheats
v. Stonecipher Law Firm
vi. Steidl & Steinberg
d. Colleagues
i. Matthew M. Herron

2. The Debt Doctors
Social Media Marketing Strategy
03-09-2016
ii. Amy L. Buchanan
iii. Heather G. Seitz
e. Vendors/Partners
i. Quatrini Rafferty
ii. 722 Redemption
iii. Billco Motors
iv. Holland Mortgage Advisors
v. Jim Shorkey Auto Group
f. Online media community
i. Debt.org (Blog, Facebook, Twitter and Google +)
ii. Debt Free Spending (Website, Facebook, Twitter, Instagram, Pinterest, LinkedIn,
Google + and YouTube)
iii. Debt Help Law (Website and Facebook)
g. Charities
i. Blue Star Families
3.) Target Audience
a. Who buys?
i. Young Adults with Student Loan Debt (Age 25 +)
ii. Parent with Students Going to College (Age 40 – 60)
iii. People with Failed Businesses
iv. Adults Looking to Retire (Age 60 +)
b. Where are they online?
i. Graduate students & young professionals
1. Facebook
2. Twitter
3. Instagram
4. Pinterest
5. LinkedIn
6. Job search sites
7. Online shopping
8. Online libraries
9. Apartment/house search sites
10. Popular news sites
11. Looking for places to eat in their area
12. Groupon.com
ii. Couples
1. Facebook
2. Twitter
3. Instagram
4. Pinterest
5. LinkedIn
6. Online shopping
7. Popular new sites
8. Groupon.com
iii. Business Owners
1. Facebook
2. Twitter
3. Instagram
4. Pinterest
5. LinkedIn
6. Google+
c. What do they do online?
i. Use social media
ii. Shop
iii. Pay bills

3. The Debt Doctors
Social Media Marketing Strategy
03-09-2016
iv. Research
1. Fun things to do in the surrounding area
2. Places to eat/go out
3. Coupons/deals
v. Work-related tasks
4.) Social Media Outreach
a. Team
i. Social Media Manager = Caitlyn Depp
ii. Creative Director/Lead Copywriter = Michael Wertz
iii. Account Executive = Dan Filipek
iv. Client Strategy/Copywriter = Alyssa Petropolus
v. Graphic Designer = Victoria Gricks
vi. Matt Herron = Client Contact
b. Content Calendar
i. Apple Box Yearly Messaging Calendar
ii. Posting Schedule
1. Weekly posting schedule
iii. Contests/Promotions
1. N/A
5.) Our Message
a. Keywords
i. “bankruptcy”
ii. “chapter 7 bankruptcy”
iii. “chapter 13 bankruptcy”
iv. “bankruptcy chapter 7”
v. “chapter 13”
vi. “bankruptcy chapter 13”
vii. “declaring bankruptcy”
viii. “bankruptcy discharge”
ix. “chapter 13 trustee”
x. “bankruptcy filing”
xi. “bankruptcy information”
xii. “what is bankruptcy”
xiii. “local bankruptcy attorney”
xiv. “bankruptcy advice”
xv. “bankruptcy filings”
xvi. “financial health”
xvii. “financial distress”
xviii. “get out of debt”
xix. “types of bankruptcy”
xx. “creditor management”
xxi. “bankruptcy process”
xxii. “file for bankruptcy relief”
xxiii. “bankruptcy relief”
xxiv. “eliminate debt”
xxv. “how do I eliminate debt”
xxvi. “bankruptcy proceedings”
xxvii. “experienced bankruptcy attorneys”
xxviii. “will bankruptcy effect me negatively”
xxix. “how does bankruptcy work”
xxx. “does bankruptcy wipe out all of my debt”
xxxi. Save money after bankruptcy
xxxii. Save money after filing bankruptcy
xxxiii. Saving money after bankruptcy
xxxiv. Saving money after filing bankruptcy

4. The Debt Doctors
Social Media Marketing Strategy
03-09-2016
xxxv. Protect my assets while going through bankruptcy
xxxvi. Protect my assets while filing for bankruptcy
xxxvii. Is debt consolidation my only option
xxxviii. Is debt consolidation the best option
xxxix. Is debt consolidation the only option
xl. Is debt consolidation my best option
b. Hashtags
i. #thedebtdoctors
ii. #debtdoctors
iii. #lifeafterdebt
iv. #debtrelief
v. #debtmyths or #mythsofdebt
vi. #dispeldebt
vii. #dispeldebtmyth
6.) Social Media Platforms
a. LinkedIn
b. Facebook
c. Twitter
d. Google +
e. YouTube
f. Instagram?
g. Pinterest?
7.) Social Media Goals
a. Objectives, goals, actions
i. Encourage customers to visit website
ii. Drive people to sign up for a free consultation on website
iii. Generate leads and new customers
iv. Demonstrate to new and prospective clients that The Debt Doctors is different
from other bankruptcy firms
1. They dispel bankruptcy myths
2. They provide clients with emotional counseling while they file for
bankruptcy
b. Measurable Results
i. Web analytics (Google Analytics)
ii. Likes, Impressions and Engagement on Facebook
iii. Likes, Reach and Engagement on Twitter
iv. Likes, Reach and Engagement on LinkedIn
v. Likes, Reach and Engagement on Google +
vi. Likes, Reach and Engagement on LinkedIn
8.) Measuring Social Media Results
a. Analytics
b. Analyze engagement
c. Compile report
d. Double down on successful efforts
e. Create new campaign: begin again