At the end of the day, people do business with brands they know, like and trust. That sentiment is the driving force behind advertising and marketing and should play a massive role in your law firm’s strategy. And one of the best ways to bring such a strategy to life is through community engagement and involvement.
To the Roux Advertising team, community engagement is more than writing a check to run an ad in an organization’s newsletter or on a neighborhood bus bench. It’s about getting involved with the community through support and action, to help individuals and families improve their lives. After all, isn’t that why you got into law in the first place?
From the Roux team’s almost 30 years of legal marketing, here are a few tips on how to get involved and make the most of your investment:
- When we create strategies for law firms, the goal is to own a space in the marketplace and mind of prospective clients. Community engagement does just this through sponsorship, with the perk of notoriety and press. You’ve heard the political term “shake hands and kiss babies”. Well, community involvement is the law firm version of that. Getting involved with organizations provides the community with a greater understanding of what your firm stands for, an appreciation for those services and value the firm delivers. And most importantly, an increased propensity to call your law firm first when the need arises.
- Wondering where to start? First, stand for something. A great brand strategy means you stand for something that matters to you, your firm, and staff. And with all due respect, we’re not talking about being The Fighter or The Fixer. Those are marketing taglines. Standing for something means taking a position on a cause, need or movement in your community. Maybe it’s kids or the elderly. Education or hunger are other causes. Look at the core values of your firm and find a cause that aligns with your firm’s mission. Then, seek out organizations whose mission matches yours.
- So how do you get involved? You ask. Right now, in your market, community organizations are desperate for support. They have initiatives and goals for 2025, which can only be achieved with the help of others. At Roux, we work through our media reps and community leaders to find the perfect fit between law firms and community groups. For our law firm clients, the reward is brand and firm exposure, plus connections. The opportunity to shake hands and kiss babies – in person, in the neighborhoods and streets of the law firm’s clientele. To achieve this, you must ask or have your ad agency ask on your behalf. Media reps are a great source for such opportunities. And seeing that most of the firms out there are spending ad dollars in some way, you already have the ears of the media reps. Include it in your ad buy requirements and negotiations to leverage your investment for greater return.
- If you truly want to capitalize on the value community engagement offers, we have one piece of advice – take advantage of it. You’re going to spend precious marketing dollars and time to align with the right opportunity. Don’t stop there. Show up at their events with your team. Have your people available to participate and represent your law firm. Ask for an opportunity to address event attendees. Engage the audience and explain the value your firm plays in the community, to the citizens. Display signage, and hand out SWAG (stuff we all get) – t-shirts, hats, cellphone covers. Capture their info (emails, postal addresses) and encourage them to follow you on social media.
- Lastly, follow up. You’re connecting with the community and building a relationship. Maintaining and nurturing that relationship should be an ongoing priority for your law firm. Use the connections and their contact information to cultivate an ongoing dialogue. Through their involvement with the organization, you already know their interests and needs, so continue the support in any way possible. And use tools such as holiday and birthday cards to stay top of mind and continue the relationship. Those are easy now that you have the email or home address of your firm’s prospective clients.
Legal marketing is about modifying the behavior of audiences for the benefit of your law firm. In taking part in community opportunities and sponsorships, your firm will be in the position to secure top-of-mind awareness in the eyes of prospective clients. Such involvement supports your growth goals by building relationships and establishing familiarity, two critical ingredients needed for the injured to hire your law firm.