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SV Law: Marketing Strategy and Plans and Media Planning and Advertising Research


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Individual Marketing Plans

Cubicle Fugitive met with the head of each practice group including Business Law, Condo Law, Family Law, Personal Injury, Real Estate, and Wills and Estates Law to determine each of their strengths, weaknesses, opportunities, and threats. Understanding the firm’s objectives, Cubicle Fugitive interviewed the partners and associates to learn about their individual strengths, the stage in their career, and what they are most passionate about and prepared a series of individual marketing plans for each practice area group. The plans included an actionable task for each lawyer to complete that was cohesive with the overall firm goals.

To help inspire and excite the firm, Cubicle Fugitive hosted a lunch and learn to discuss the firm brand, teach them about the nuances of legal marketing including social media and blogging, and then broke out each practice group into individual sessions to explain and discuss their goals and to put the plans into place.

Brand Rollover Plan

In 2011, SV Law (formerly known as SmithValeriote Law Firm LLP) partnered with Grant & Acheson Law Firm to better serve and meet the legal needs of Wellington County and surrounding areas. Since 1900, Grant & Acheson had a long and distinguished history in Fergus, so SV Law decided to communicate the partnership in a positive manner and gradually change the firm name when the community trusted SV Law and the two offices solidified their alliances.

Cubicle Fugitive developed a three-phased approach with plans to execute the merger over the course of one year. The first two phases focused on communicating with internal and existing clients whereas the last phase targeted potential clients. As part of this final phase, Cubicle Fugitive assisted with media planning and buying and prepared a list of recommended mediums to best reach those audiences.

Firm Name Change Marketing Plan

As the firm’s founding partners began to retire and a new generation of partners and lawyers take the reins, SmithValeriote Law Firm LLP decided on a new strategic direction by phasing out the Smith Valeriote names in favour of a more succinct firm name: SV Law. After passing the motion to change the firm name, SV Law asked Cubicle Fugitive to revise the firm logo, share ideas on how to announce the new firm name, and prepare a schedule and timeline with deliverables indicating who is responsible for what. With this in mind, Cubicle Fugitive formalized a strategic plan made up of three phases: internal communications, client and stakeholder communications and external communications.

Condo Law and LienRight® Media Plans and Advertising Campaigns

Cubicle Fugitive worked with SV Law’s Condo Law practice group to prepare and manage annual media plans for promoting the practice group and LienRight®, the firm’s lien administration process and cutting-edge software solution, through print ads in trade publication magazines. This included writing ad copy and slogans; designing branded ads; determining publications, issues and ad sizes for advertisements; managing advertising budgets; maintaining mutually beneficial long-term relationships with relevant advertising managers.

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