The Situation, Problems, & Opportunity
The Leeke Law Firm, a young firm with one principal and two attorneys, faced increasing challenges in an extremely competitive market. Despite marketing efforts in place, their inefficient strategy led to a staggering cost per case and opportunities left on the table. The strategy failed to gain momentum in a growing market that was teeming with burgeoning competition. Our initial goals included increasing call volume, redirecting marketing strategies to a more refined audience, and taking back control of their cost-per-case (CPC).
Market Insights
After reviewing existing marketing strategies, media buys, and creative tactics, we noticed that the law firm’s ideal clientele had a unique process when choosing legal services. Their decision-making was specific and methodical, which makes traditional advertising techniques – centered on increasing exposure, frequency, and creating action – ineffective. Given the particularities of their target audience, the client’s marketing methods proved to be wasteful expenses with negligible return on investment.
Strategy
Effective personal injury advertising requires a precise amount of in-market commitment and engagement to generate phone calls. Given their highly competitive environment, our strategy tested audience segmentation, engaging content, and creative rotation – along with media purchases across the most impactful channels, times, and programming. We focused on the most motivated audiences and their:
– Core Programming.
– Primary Media Outlets & Networks.
– Optimal Times for Productive Messaging.
– Frequency Required to Prompt Action.
– Creative Strategy & Scheduling Rotation.
All these factors come together to create an effective strategy that’s designed to generate cases at half the investment level of the competition, all while gaining market share at a lower cost-per-click.
Results, Data, & Analytics
- 75% Reduced Cost-Per-Case.
- 3x New Cases in First Month.
- 400% Growth in 18-Months.
Roux Advertising’s customized strategy amplified call volume and produced qualified cases, growing case volume 8.5x in less than four months. In the year after implementing the strategy, the law firm saw a huge drop in cost per case. By the 18-month mark, the firm had achieved significant growth with a scaled-back cost per case. Notably, their monthly advertising budget generally remained the same during this period, yet their case intake reached unprecedented heights. Due to their success, the firm expanded its reach into two more markets and has continued to sustain their growth trends, from a trio of attorneys to nearly thirty on-staff attorneys.
