Sample Individual Marketing Plan



Jane Doe (employment lawyer for mid-size full-service firm)

Individual Lawyer Marketing Action Plan

2013

SWOT Analysis

|Strengths |Weaknesses |

|Excellent writer |Relatively new to area- only lived here for four years |

|Good at cultivating relationships in one-on-one situations |My comfort level in speaking to large groups is somewhat low |

|Opportunities |Threats |

|Grow business with current clients and tap them for referrals |There are many established local players in employment law |

|Use writing to position myself as an expert in my field |Some clients are looking to consolidate work or bring employment work in house in order to control costs |

|Expand my personal network | |

Overall firm business goals:

• To do excellent legal work and provide outstanding service to clients

• To meet my billable hour goal of 1800 hours in 2013

My business objectives:

• Generate new business, which includes expanding business with current clients. By the end of 2013:

o Add 5 new companies to my roster of clients

o Meet my origination goal of $ __________

• Make partner by 2015

Marketing/Communications goals (these directly support above business goals):

• Raise my profile in the business and legal communities in Portland and Clark County

• Strengthen existing relationships and establish new relationships in the business and legal communities in Portland

Strategies:

• Enhance/increase communications with key audiences to encourage incremental business, new business and referrals

• Use my excellent writing skills to position myself as an expert in specific areas of employment law such as wage and hour.

• Expand my network of contacts (and potential business) by getting more involved in organizations

• Capitalize on my ability to nurture one-on-one relationships

Target Audience:

• Current clients- top three I would like to grow business with are _________, _________ and ____________

• Referral sources- current and former clients, friends, family, attorneys and other service providers such as accountants and financial advisors.

• Prospective clients- small to medium-sized businesses, particularly those without in-house counsel.

Tactics:

|Activity |Details |Status |

|Prospect identification |Identify top 5 prospects and develop separate plans for courting each. Review monthly |Completed 2-13 |

|Legal community involvement |Join Clark Co. Bar Association and attend monthly meetings |Completed 1-13 |

| |Join CCBA Social committee | |

|Community involvement, pro bono|Find out which non-profit organizations my key referral sources, clients and prospects support and |In progress |

|work, social events |explore opportunities to get involved in those organizations. | |

| |Talk to the business/industry organizations I’m involved with about providing pro bono or discounted | |

| |employment work to members | |

|Social outings, networking with|Take my best clients to a Blazer game and dinner |In progress |

|referral sources, clients |Invite referral sources to attend a wine tasting with me at the Heathman Hotel | |

|Internal and cross-marketing |Take litigators and corporate attorneys within my firm to lunch so that they can get to know me and |Began 3-1-13 |

| |what I do | |

|Business community involvement |Join the Portland Human Resource Management Association | |

| |Write articles for their publication | |

| |Consider joining a committee | |

| |Attend monthly lunches | |

| |Attend Vancouver Chamber of Commerce events | |

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download