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Ross & McBride LLP: Strategic Marketing Plans

Project

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In 2016, the firm was amid the succession of some of its senior Partners and was looking for some assistance with strategic planning, marketing, and business development. We worked extensively with the leadership of the firm to develop strategic plans and provide guidance on succession, governance, communications plans, mentorship, and business development for the firm’s Partners.

We developed practice and individual marketing plans for each of the firm’s key areas of expertise. Through interviews with the leadership of the firm, we sought to understand key markets, goals, clients, opportunities, threats, etc. to develop a playbook for the firm’s future. We worked with Metroeconomics to develop a full profile of Hamilton’s demographic and labour market overview to understand the emerging trends and opportunities within their region. We coupled these insights with a deep knowledge of the firm’s practices, key clients, and markets to provide a firm strategic marketing plan. Through workshops with the firm’s associates, we learned about their goals, challenges, and skillsets to ensure their feedback was incorporated into the firm’s plans.

We provided extensive market and media research on each of the firm’s key target markets and provided strategic and tactical marketing plans that built upon the strengths of the individuals at the firm. 

Armed with this information about the firm and practice groups, we further researched the firm’s target markets using the RTS (Return to Sample) survey, Canada's largest syndicated consumer study with a sample of over 42,000 across the country. The study goes beyond demographic targeting by investigating client behaviour – those who have paid for a particular legal service in the past year – cross-referenced with attitudes, beliefs, purchase and media behaviours, allowing us to make more informed recommendations, decisions and assist Ross & McBride in targeting their marketing in a more effective and efficient manner.

We provided extensive market and media research on each of the firm’s key target markets and provided strategic and tactical marketing plans that built upon the strengths of the individuals at the firm. We then provided training for the firm’s associates on how to implement their individual marketing plans going forward.

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