Challenge
Shane Smith Law Firm wanted to increase case volume in a robust North Carolina market. However, the brand’s past efforts had little impact on their target audience. Despite a saturated market, there were viable opportunities to expand operations by leveraging strategic media planning and developing new creative content. The firm needed to adopt a more concise and strategic approach to advertising to ensure that their brand was accurately and creatively represented.
Insights & Trends
Analysis of current media strategies, buys, and creative outputs revealed that their perception, recall and consideration was played out through messaging of the brand and its offering. Challenged by the ultra-competitive market activity, we needed to reach potential clients when and where personal needs guide their decision-making process. When prospective clients encounter messages that align with their individual needs and intentions to engage an attorney, there’s a much higher rate of conversion. This strategy is most effective when unique creative content can be distributed via media channels that align with how they reach a point of action – such as making a call or hiring an attorney.
Strategy
Roux Advertising initiated an aggressive, high-volume media strategy that incorporated a robust collection of purpose-driven, high-quality creative materials. Given the demanding nature of this project, we partnered with a top-tier production house to develop innovative concepts that covered various themes, lengths, and firm positioning. Through our team’s ongoing management of the creative strategy, we purposefully rotated through media campaigns to guide potential clients through the process—from awareness and perception to interest and action.
Results
Like clockwork, when real strategy is understood and executed upon, measured results are delivered. Following the new campaign rollout, Shane Smith Law Firm saw a dramatic decrease in their television cost per case, and conversion rates (calls to cases) rose from 13% to 37%. The introduction of new creative content alone triggered a surge in TV cases signed immediately following the release of updated creative collateral.