Cunningham Bounds: Marketing Strategy and Plans
Mobile, Alabama, like many markets in the US had become increasingly competitive for personal injury law firms. The rise of the “advertising law firm” had given way to a commoditization of MVA accident cases and sub-standard legal care.
Cubicle Fugitive developed a multi-pronged approach for increasing awareness of the firm and driving new leads.
While the firm had been able to attract an enviable track record of high-profile cases from across the country largely through excellent work, PR and word-of-mouth reputation, they were looking to grow. Coming off their successful representation of different groups in Alabama and Florida who had been damaged as a result of the explosion of the Deepwater Horizon and the BP oil spill, the firm was looking to increase awareness of the firm with general residents of the area. Lawyers and judges were aware of the firm’s bench strength; however, the greater community was not.
With a hesitation to involve themselves in traditional forms of advertising, Cubicle Fugitive developed a multi-pronged approach for increasing awareness of the firm and driving new leads. We implemented an online campaign and strategy, both paid and earned, that successfully targeted prospective clients and returning ones. We developed successful PPC campaigns, SEO strategies, and implemented geotargeting and mobile ad campaigns that garnered positive results. We also provided blogging editorial calendars and implemented social media strategies for the firm.
With a desire to have their internal marketing team maintain their online presence and content marketing strategies, we provided training and resources to set them up for ongoing success.