A marketing campaign can be defined simply as a collection of activities (email, social media, blog posts, videos, webinars or events, etc.) that are aimed at a specific target audience and center around a specific message. Effective marketing campaigns target certain audiences by creating premium content that are relevant to that audience. When a law firm’s marketing activities don’t have a direction, the messages become less focused and less effective. By utilizing a campaign approach whereby you select specific industry niches, target specific personas, or focus on specific topics or practice areas, you can focus your attention more narrowly and track your results more precisely. In this one hour webinar, we'll describe what you need in order to build a successful campaign-driven marketing strategy for your firm. This process will give you the ability to generate a better ROI from your marketing and business development efforts and will provide you with a deeper insight into your target audience. Presenters: Susan Chan Digital Marketing Strategist and Campaign Leader, Deloitte Susan Chan is a creative digital marketing strategist and campaign leader at Deloitte. She has a strong track record of developing and executing marketing campaign strategies to achieve audience reach and engagement while enhancing brand awareness, improving digital presence, and optimizing the user experience. Guy Alvarez Founder, Good2bSocial Guy Alvarez is the founder and Chief Engagement Officer of Good2bSocial which helps law firms and legal vendors understand and leverage the power of content, digital marketing and social media. Starting out as a lawyer, and over his 25-year career, Guy’s deep expertise spanning law, technology, and marketing, has enabled him to emerge as a leading voice in the application of digital and social technologies for business.

1. How to Craft a Campaign-Driven
Marketing Strategy for Your Firm
A Workshop for Legal Marketers and
Lawyers

2. Meet Our Presenters
SUSAN CHAN
Digital Marketing Campaign Supervisor, Deloitte
GUY ALVAREZ
Founder & CEO,
Good2bSocial

3. What you will learn today?
1.
What is campaign driven
marketing?
2.
How to craft a single campaign using
targeted content
3.
What channels should you consider in
order to reach your target audience
4.
How to measure the engagement and
success of your marketing campaign
5.
How marketing campaigns can help you
produce quality leads to grow your firm

4. What is
campaign
driven
marketing?

5. Campaign Driven Marketing…..
A marketing campaign can be defined simply as a collection of activities (email,
social media, events, online advertising, etc.) that are aimed at a specific target
audience and center around a specific topic. Effective marketing campaigns target
certain niches by creating premium content relevant to your target audience.
When a law firm’s marketing activities don’t have a direction,
the messages become less focused and less effective. By
utilizing a campaign driven marketing approach whereby you
select specific practice areas, target specific personas, or focus
on specific legal services you offer, you can focus your
attention more narrowly and track your results more precisely.

6. 6-steps to create a marketing campaign strategy
GOALS
AUDIENCE CHANNELS RESULTS
TIMEFRAME
CONTENT
Copyright © 2018 Deloitte Development LLC. All rights reserved.

7. Step 1: Define business goals
Is this campaign aligned to your firm’s business goals?
What does success look like?
Did stakeholders approve?
Is there any budget/ resources allocated for this
campaign?
What is the primary KPI?
Copyright © 2018 Deloitte Development LLC. All rights reserved.

8. What resources do you need?
Creative
• Writer
• Designer
• Web developer
Targeting
• Web pages
• Email
• Social media
• Paid media
• Events
Data Analytics
• Data scientist/analyst

9. Prospects
Step 2: Identify target audience &
user journey
Active clients
Influencers
Job seekers

10. Clients’
Journey

11. Personas
Content Assets for each part
of the funnel
Call to Actions Nurture Emails
Step 3: Develop content strategy

12. Step 4: Research distribution channels

13. Step 5: Set timeframe
When is the target launch date?
Are there any dependencies?
Has a content sequencing strategy been developed?
Does the launch align with other business activities?

14. Step 6: Review results & observations

15. Any Questions

16. Thank You !
GUY ALVAREZ
Founder & CEO,
Good2bSocial
guy@good2bsocial.com
SUSAN CHAN
Digital Marketing Campaign
Supervisor, Deloitte
linkedin.com/in/susanwchan
@Sue_NYC