MURRAY PLUMB & MURRAY
As the firm’s outsourced marketing department, Fluent has worked with Murray Plumb & Murray, a mid-size, general practice law firm based in Portland, Maine for 8 years
We begin each year by developing an annual marketing plan for the firm, which is focused on increasing brand visibility and promoting specific practice groups. We build a multimedia plan and budget, design ad creative and place the ads with media outlets. We also manage all of the firm’s social media advertising and SEM/Google advertising.
Recognizing that the firm has a wealth of internal expertise, and that video is a highly engaging form of online content, an early recommendation was that the firm develop a Q&A video series for priority practice groups.
We assisted the attorneys with topic development and script writing and served as creative directors with our videography partner. From there, we developed an integrated plan to leverage the videos on YouTube, through targeted Google Display ads, within the Mainebiz Daily email, and through social media advertising. We also repurposed the original scripts into blog posts to build the brand’s inventory of owned media collateral, improve SEO ranking, and draw traffic to the firm’s website. We furthered the reach by partnering with a major media outlet to distribute the videos and blog content as sponsored content.
The educational videos (and corresponding blog posts) on evergreen topics serve as resources for existing clients as well as collateral to build brand awareness. Modest ad spend on Facebook and Google have resulted in ongoing visibility for the firm and its priority practice groups. We’ve helped to improve the number of referrals from social media and regularly direct significant traffic to the firm’s website.
Ad campaigns and sponsorship opportunities are presented to the firm’s marketing committee each year, with recommendations tailored to the firm’s internally identified priority practice groups as well as general brand awareness. This became particularly relevant as the firm prepared for its 50th anniversary in 2023. Leading up to the milestone, we worked to refresh some brand elements, including developing a 50th anniversary logo and visual elements for use on the firm’s own channels and in marketing materials.
These efforts included ongoing outreach throughout the anniversary year, ensuring the brand received visibility through advertising in local media outlets, sponsoring key events, and PR outreach to business publications. We also worked closely with the firm’s marketing committee to develop a short anniversary video that was released on its own channels, promoted via digital advertising, and adapted for a Maine Public TV spot to run during this timeframe.