Summary

Client

Hepworth

Assigned To

SavannahEli Weldon

Status

In Progress

Start & Finish Date

Needs Review

Purpose: This document presents OWC’s (our) proposed strategy and media approach for Hepworth Legal. It contains an overview of the campaign’s objectives, strategic media approach, key audience insights, measurement, and creative themes. The purpose is to provide a better understanding of media opportunities and gain alignment on the goals of the campaign.

First Opportunity Acquiring more Defamation leads through Digital Marketing

(Completed) Step One: Implement and Optimize Search

The initial step to increase leads in a specific practice area involves targeting customers actively looking for the service. This strategy has already been implemented for Hepworth Legal. As we proceed to the next step of acquiring more leads through digital marketing, we'll aim to optimize with a goal of attaining 40 leads and 10 consultations from Google Ads each month.

Step Two: Implement social media strategies to boost awareness

Recommended digital strategy at a glance

1. Use Facebook as the preferred platform to reach customers that best align with the practice area.
2. Manage organic Facebook posts to develop a profile that fosters trust and curiosity.
3. After two weeks of organic profile development, launch a six-week paid media campaign on Facebook.
1. Use the creative strategies detailed below to engage and target customers across the platform.
2. Initiate the campaign with a daily budget of $50.
4. Continue managing the organic profile while optimizing the paid campaign.
5. At the end of the six-week campaign, provide a report detailing successes and areas for improvement.

Goal: Achieve a CTR that is above the site’s industry standard (1.61%) and a CPC that is inline with the industry’s average ($1.32)

Audience overview

The audience target will be people located in Utah who have historically searched for information about defamation.

Why we recommend this strategy: Our research findings

First we confirmed that social is a place where your customers can be reached.

Statistical analysis of the competitive landscape shows that 75-80% of law firms actively use social media for marketing. The surge in online usage, particularly of social media apps, has led to a rise in libel lawsuits (source). Since defamation cases often originate from online posts, advertising defamation services on the same platform where people seek resolution aligns perfectly with this trend.

Then we researched the best platform to reach your customers.

These recommendations are based on historical search data and social industry standards, see appendix for further details

Creative theme options for digital campaign

Theme 1: Understanding Defamation

Ad Content Examples

Theme 2: Top Utah Lawyers

Ad Content Examples

Theme 3: Comic Style Fight Lies

Ad Content Example

Eye catching content that plays into a unique style to help differentiate from other legal service ads. The ad plays into the idea of online arguments, but uses a more playful comic style.

Hours estimated to launch and run

Paid Media (26-30 hours)

• Setting up a Facebook Ads Manager Account and (3-4 hours)
• Setting up a Facebook campaign (3-4 hours)
• Creating the ad copy and assets and getting Facebook approval (8-10 hours)
• Implementing campaign optimizations, reviewing performance, and providing weekly reports (2 hours/week) X 6 weeks

Organic Media (24-32 hours)

• Management, ideation, and approval of social posts (3-4 hours/week) X 8 weeks

Second Opportunity Grow awareness and brand recognition of Hepworth Legal through branded search campaign

Recommended digital strategy at a glance

1. To help expand our reach and increase conversions, we recommend testing out a 6-week campaign that focuses on branded keywords.
2. Based on research of current market recommend a $100 a day budget to start
3. Confirm top competitors to market towards from “List of Competitors”

Why we recommend this strategy: Our research findings

The audience target will be people who are located in Salt Lake City and the surrounding towns who are searching for a competitor.

Detailed overview

Currently, Hepworth Legal has garnered strong awareness through the non-branded search campaigns, which focus on broader search keywords such as “Salt Lake City attorney near me”. To help shift some of the campaign’s focus to the next phase of the customer journey, we recommends building new campaigns for customers who are already showing strong intent to schedule a consultation. To do this, we would create a branded keyword search campaign which would include the business’s name i.e., “Hepworth Legal”, “Hepworth Utah”, and can contain competitor’s business names.

Hours estimated to launch and run

No added hours required, this will be done on top of our current management of Google Ads.

List of competitors

Appendix

Appendix A: The Rise of Libel Lawsuits - Source

Appendix B: Leading Social Networks Used by Law Firms - Source

Appendix C: Review Sites that Matter the Most to Law Firm Clients -

Source

Appendix D: Primary Source of Online Research When Looking for a Lawyer - Source

Appendix E: Facebook Ad Benchmarks - Source

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