The Law Office Management Association (TLOMA): Marketing Strategy and Plans
As part of our brand strategy and marketing plan recommendations, we interviewed the Association’s business partners to understand why they partnered with TLOMA, their goals and challenges with reaching the legal market, provide an understanding of optional ways to reach this elusive market, views on the move from a printed publication to online version of TLOMA today, and benefits of the TLOMA conference from a sponsorship and vendor standpoint.
After analyzing all the data, as well as insights gathered from Board Members and other key stakeholders within the Association, we built a strategic plan for increased revenue, deeper partnerships and articulated a new brand position for growth.
While TLOMA’s profile among Administrators within Toronto Law Firms was quite high, they wanted Cubicle Fugitive’s assistance to deepen relationships with members and business partners, as well as increase the overall number of members and sponsors. We developed, executed and analyzed a membership survey for current members to better understand the current membership, why they joined, benefits, value of services and resources, shortcomings and opportunities for deepening relationships. We also interviewed Business Partners from varying levels of sponsorship and financial commitment levels to better understand each partner’s business, targets, why they sponsored TLOMA, their challenges in reaching this market (legal professionals), value in current partnership and advertising programs, and opportunities that would better meet their business needs.
After analyzing all the data, as well as insights gathered from Board Members and other key stakeholders within the Association, we built a strategic plan for increased revenue, deeper partnerships and articulated a new brand position for growth. The strategic plan included key marketing messages and copy, as well as an actionable marketing plan including recommendations, objectives, specifics, timing, and point-people to execute upon the brand roll-out for each of their target markets.
We then created the new visual brand for the Association, executed an advertising campaign as well as all required brand collateral (trade show displays, business cards, electronic newsletters and communications, website, and more) and developed an online style guide for committee and board members to maintain the brand going forward. This also included further enhancing the website we built for the Association a few years prior.