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 | |
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