Martin and Hillyer Associates: Marketing Plan
Martin & Hillyer was looking to explore new marketing initiatives to further promote their plaintiff personal injury group within their local areas. The firm retained Cubicle Fugitive’s services to help assess the firm’s current initiatives and to explore marketing strategies that would enable them to expand their practice.
Cubicle Fugitive worked with key stakeholders at the firm to truly understand what has made their legal team successful, what they want to represent, and what challenges the firm might be facing. With this knowledge, Cubicle Fugitive developed a plan to help address the firm’s goals and create unified messaging that was both appealing and meaningful to their target markets.
Cubicle Fugitive formulated a schedule for the ad creatives to rotate across the city at the six pre-selected locations so that the firm could generate awareness with a wide range of people through the use of outdoor media.
When researching the firm’s target audience’s media habits Cubicle Fugitive relied on data gathered from the Bureau of Broadcast Measurement (BBM’s) Return to Sample (RTS) study in order to formulate recommendations as part of their strategic marketing plan. After analyzing the data, some of our suggestions included radio, local TV, print, internet search engine optimization, billboards, and bus ads. Once the plan was reviewed and approved by the firm, Cubicle Fugitive prepared an actionable media plan including the approved marketing mediums, proposed executional elements such as publication, frequency, size, etc., and budget allocations.
After assessing the firm’s existing marketing plan and current initiatives, Cubicle Fugitive discovered that the firm had renewed an outdoor advertising contract in their local area for the duration of the year. Cubicle Fugitive formulated a schedule for the ad creatives to rotate across the city at the six pre-selected locations so that the firm could generate awareness with a wide range of people through the use of outdoor media. The firm also agreed to continue its sponsorship as a co-presenter of the Downtown Streetfest at the Sound of Music Festival. Cubicle Fugitive helped create a ½ page ad in the Festival Program Guide. The concept of the ad was to focus on their local ties in the community.