Planning Pays Off: A Case Study

Attorney Doug Buchanan escaped the high-pressure big city lifestyle when he moved his family to San Luis Obispo. Doug and his wife Deirdre started an estate planning and corporate law practice and embraced the SLO life. Escaping from high-pressure advertising reps wasn't so easy. Doug soon found himself signing more contracts than he was comfortable with.

• Inundated with advertising reps
• Overspending on yellow pages and radio
• Spending too much time on advertising issues instead of focusing on law practice
• Not seeing expected results

• Create a targeted marketing plan
• Determine a realistic annual budget
  
• Allocate expenses
• Maximize value of individual components
  • Website
    • Dynamic
    • Informative
    • Optimized for Search Engines
    • Online SEO advertising during introductory phase
  • Yellow Pages
    • Reduce ad size
    • Refine information in listings for effectiveness
  • Print
    • Assess publication demographics to determine placement value
    • Create compelling messages around branding goals
  • Public Relations
    • Profile in special publication of local paper
    • Networking and selected memberships

By handing off the responsibility of meeting with ad reps and dealing with contracts, Doug and Deirdre gained more time to devote to their expanding practice and developing client relationships. Marketing expenses were kept in check and became scheduled and expected. Carefully planned components began providing benefits. The new website soon ranked high in the search engines and began appearing on the first page of results from major search engines in desired categories. By utilizing website analytics, Web Feet was able to keep the site's content fresh and keep viewers coming back. Traffic to the new website doubled in only four months.

Attorney Doug Buchanan escaped the high-pressure big city lifestyle when he moved his family to San Luis Obispo.

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