Case Study: A mid-size law firm needs high-level strategy and support
Murray Plumb & Murray is a mid-size, general practice law firm based in Portland. They engaged Fluent to serve as their outsourced marketing department. The firm had recently undergone branding and a website redesign with another provider and needed help with raising their refreshed profile, particularly via online channels.
We began by developing a big-picture strategy, along with an integrated marketing, communications and digital annual tactical plan and budget.
Our strategy involved supporting the firm with ongoing marketing activities, including media relations and placements, securing speaking and writing opportunities, and developing broadcast advertising plans and content.
While focusing on core firm-focused branding strategies, we also developed campaigns for three specific practice groups. We worked directly with attorneys to produce a Q+A video series highlighting the expertise of attorneys in those areas, and leveraged the videos on YouTube, through targeted Google Display ads, within the Mainebiz Daily email and with social media advertising. Video scripts were transformed into blog posts to build the brand’s owned media collateral, improve SEO ranking, and draw traffic to the firm’s website.
In our first year working with Murray Plumb & Murray we earned media placements reaching 17.3 million people with an AVE of $160K, while a PPC video campaign for a 5 month period reached an additional 50K. Since May 2018, we have helped direct more than 19K new users to their website.
The successful first year campaign resulted in an ongoing relationship, including the production of additional original content, exposure of this content through a custom media buying and sponsored content plan, and regular PR support to position Murray Plumb and Murray attorneys as thought leaders within their community.