Murphy & Berglund
Integrated Marketing/Media Communications Plan – Summer 2016
Murphy & Berglund is a law firm that provides legal services for estate planning, divorce, child support, adoption, bankruptcy, probate, guardianship, corporate law and business formation, Medicaid and VA planning, elder law, real estate matters, and foreclosure and defense. The small firm is comprised of two attorneys and six staff members, located in Altamonte Springs, FL. The firm prides itself on services that protect every aspect of family life, and helping families “plan for life, address the unexpected, deal with death, resolve conflict, and preserve legacies for future generations.” The firm’s target audience is adults of all ages in the Central Florida area that may potentially need law services for any aspect of their family life.
One strength of Murphy & Berglund is the firms strong brand identity and targeted legal services for families. Its focus on family law allows them to differentiate themselves from competitors. Another strength is that Murphy & Berglund is a small firm, giving clients a personalized and caring feel. An opportunity for Murphy & Berglund is the firm’s location of Central Florida, which is a very family-populated area of potential clients.
An Integrated Marketing Campaign is important for Murphy & Berglund to utilize because unlike traditional marketing communications, where businesses plan separate campaigns for advertising, public relations, direct marketing and sales, IMC uses the same communication tools to reinforce each other and improve marketing effectiveness. IMC allows the different channels to be repetitive touch points at different times and places. Another benefit to an IMC strategy, as stated in an article from smallbusiness.chron.com, is that it provides consumers with the information in the format they prefer. Clients can specify if they want to receive information via email, direct mail, telephone or social media, and the integration makes sure the same message is received in all communications.
An important part of an IMC plan is making sure the channels are appropriate and effective for the business. IMC efforts for Murphy & Berglund should be aimed at adults in the Central Florida area. The best social media platforms that will have the most reach for the audience are Facebook, Twitter and LinkedIn. As the most popular social media site and a large adult demographic, Facebook is the number one choice. LinkedIn is a more professional social channel, that allows Murphy & Berglund to reach a well-educated audience of adults that are seeking more in-depth information about law practices and law firms. Direct mail to adults in Central Florida and an email list database will also be useful tactics for communicating with the audience in an IMC plan for the firm.
As a young, small company Murphy & Berglund has taken tremendous steps to create a digital and marketing presence, but also has many opportunities to grow. As I mentioned a few times already, Murphy & Berglund has the ability to build a social media following on Facebook, Twitter, LinkedIn and Pinterest to reach its target audience of clients. In addition to Murphy & Berglund’s website, social media marketing, newsletters and email marketing, direct mail and attending events, I think that the firm would greatly benefit by adding advertising into their IMC mix. Because Murphy & Berglund is targeting a small area, several key advertisements in strategic locations will be cost-effective and successful in reaching the firm’s target audience. I suggest taking out advertisement space in pediatric and family doctor’s offices to reach local adults with families in Altamonte Springs, FL, and surrounding cities. Also Murphy & Berglund can benefit from ads being taken out in local city magazines. All ads should include Murphy & Berglund’s website and social media information as well.
As I mentioned earlier, I think that Hootsuite would be a great planning tool for Murphy & Berglund to use. Hootsuite will allow for the law firm to prepare posts for social media at one time and not have to remember to post on its accounts everyday. As a law firm, Murphy & Berglund cannot post about their client work, so must come up with other content to post that is relevant to its audience. Murphy & Berglund can also use Hootsuite to track key words, and hot topics of conversation in the industry as ideas for content to post.
Murphy & Berglund should be using Google Analytics to track online activity. The free service can measure engagement rate, to see how long people are on the firm’s website, monitor activity, to see where people are clicking on the website, and generalize visitor flow, to see where the majority of people are going when on the site. These are just some of extremely helpful tools of Google Analytics that can help Murphy & Berglund understand its audience and make improvements or keep things consistent on its website.
Murphy & Berglund has the groundwork in place to be a law firm that effectively uses IMC strategies. Social media marketing for law firms isn’t the easiest, but by sharing relevant law articles and local news, and engaging with the community, a firm can reach success. By continuing to use Murphy & Berglund’s website, social media channels, newsletter and email marketing and direct mail efforts, as well as adding Hootsuite, increasing social media content and advertising efforts I believe that Murphy & Berglund can immensely grow lead generation and cliental.