STRATEGIC BRAND CONSULTANTS LAW FIRMSMARKETING PROPOSAL

STRATEGICBRANDCONSULTANTS LAW FIRMS

MARKETING PROPOSAL 2012

LAW FIRMSMARKETING PROPOSAL 2012

STRATEGICBRANDCONSULTANTS

LAW FIRMS MARKETING PROPOSAL 2012

ON-LINE ENVIRONMENTADVERTISINGPUBLIC RELATIONSMARKETING COLLATERALEVENTS / EXPOS

“ While word-of-mouth is a significant factor in driving new business, choosing a lawyer is a personal decision based on a sense of fit and comfort. When someone needs your services,

they likely are experiencing a significant or life-changing event and need further validation that you’re the right resource before picking up the phone.

A marketing campaign can tell a more dynamic story about your professionalism, your practice, and your style, helping clients to understand what the experience of working with you

will be like. ”



COMPETITOR LANDSCAPE

BEUKMAN & ASSOCIATESA

THE WHO IS DOING WHAT?

• Years of Service: 28

01 WHAT SETS BEUKMAN & ASSOCIATES APART “We are a firm who pride ourselves in providing personalised service in all aspects of law, conveyancing, debt collections and

evictions, both residential and commercial”

02 SPECIALTIES Collections, Conveyancing, Criminal, Debt Collections, Divorce, Evictions, General Practice, Leases, Liquidation, Litigation (Civil),

Litigation (Criminal), Litigation (General), Litigation (High Court), Litigation (Magistrates Court), Matrimonial, Notaries Public, Property

Law, Rehabilitations, Sectional Title, Sequestrations, Wills

03 MEDIA USAGES




DE KOCK & ASSOCIATES INCB



01 WHAT SETS DE KOCK & ASSOCIATES APART “We do not only practice law, we understand it”

02 SPECIALTIES 3rd Party claims, Access to Children, Administrative Law, Adoption, Arbitration, Association Agreements, Business Law, Capital Gains Tax, Civil,

Collections, Commercial, Commercial Drafting, Company Law, Company Registrations, Construction, Contracts, Conveyancing, Criminal, Curatorship /

Curator Bonis, Debt Collections, Divorce, Divorce Mediation, Drunk Driving, Employment Law, Estates, Evictions, Family Law, Foreclosures, Franchising,

Fraud, General Practice, High Court Practice, Industrial Relations, Insolvency, Insurance Law, Intellectual Property, Labour Law, Leases, Licensing,

Liquidation, Liquor Law, Litigation (Civil), Litigation (Commercial), Litigation (Constitutional), Litigation (Corporate), Litigation (Criminal), Litigation (General),

Litigation (High Court), Litigation (Insurance), Litigation (Magistrates Court), Maintenance, Matrimonial, Mediation, Municipal Law, MVA Claims,

Partnership Agreements, Patents, Personal Injury, Planning Law, Property Law, Rehabilitation Orders, Rehabilitations, Sale of Business, Sectional Title,

Sequestrations, Shareholders Agreements, Town Planning, Trademarks, Transport Law, Trusts, White Collar Crime, Wills

03 MEDIA USAGES




DU PLESSIS & HOFMEYR INC.C



01 WHAT SETS DU PLESSIS & HOFMEYR INC. APART “Established in 1992.We have since then, outgrown our original premises, but our mission remains the same: personalized service to every client -

individual or corporate, South African or international.”

02 SPECIALTIES 3rd Party claims, Administrative Law, Association Agreements, Business Law, Civil, Collections, Commercial, Commercial Drafting, Company

Registrations, Construction, Contracts, Conveyancing, Corporate, Debt Collections, Deceased Estates, Divorce, Divorce Mediation, Employee Benefits,

Estates, Family Law, Insurance Law, Labour Law, Leases, Liquidation, Liquor Law, Litigation (Civil), Matrimonial, Mediation, Partnership Agreements,

Personal Injury, Property Law, Sectional Title, Sequestrations, Town Planning, Township Establishment, Trusts, Wills

03 MEDIA USAGES




HANNES PRETORIUS, BOCK & ISAACSD



01 WHAT SETS HANNES PRETORIUS, BOCK & ISAACS APART "Professional service with a personal touch, Hannes Pretorius Bock & Isaacs Attorneys are specialist divorce attorneys situate in Somerset West,

Western Cape, South Africa”

02 SPECIALTIES 3rd Party claims, Arbitration, Bankruptcy Law, Business Law, Children’s Rights, Civil, Collections, Commercial, Commercial Drafting, Company Law,

Contracts, Conveyancing, Corporate, Criminal, Curatorship / Curator Bonis, Debt Collections, Deceased Estates, Divorce, Drunk Driving, Estates,

Evictions, Family Law, Foreclosures, General Practice, High Court Practice, Insolvency, Insurance Law, Labour Law, Leases, Liquidation, Liquor Law,

Litigation (General), Litigation (High Court), Litigation (Magistrates Court), Maintenance, Matrimonial, Municipal Law, MVA Claims, Personal Injury,

Professional negligence, Property Law, Rehabilitation Orders, Rehabilitations, Sale of Business, Sectional Title, Sequestrations, Trusts, Wills

03 MEDIA USAGES




MORKEL OLIVER P DU TOITE



“The company is 10 years old and we still believe in giving our clients individual attention, which will always be the way we conduct our business. We

also take care of overseas clients, where the personal touch is our speciality.

01 WHAT SETS MORKEL OLIVER P DU TOIT APART We specialise in Developments, Third Party Claims and assist clients in finding properties, arranging finance and generally taking care of all their needs

under one roof.”

02 SPECIALTIES 3rd Party claims, Access to Children, Agriculture, Anti-counterfeiting, Anti-discrimination, Arbitration, Association Agreements, Banking, Black

Empowerment, Civil, Commercial, Commercial Drafting, Company Law, Contracts, Conveyancing, Criminal, Custody, Debt consolidation, Deceased

Estates, Divorce, Estates, Exchange control, Finance (Corporate), Finance (Project), Fishing Industry, High Court Practice, Human rights, Insolvency,

Intellectual Property, International Transactions , Leases, Liquidation, Litigation (Civil), Litigation (Commercial), Litigation (Constitutional), Litigation

(Corporate), Litigation (Criminal), Litigation (General), Litigation (High Court), Litigation (Magistrates Court), MVA Claims, Property Law, Rehabilitation

Orders, Sectional Title, Sequestrations, Shareholders Agreements, Town Planning, Township Establishment, Trusts

03 MEDIA USAGES




RAYMOND MCCREATH INC F



Every Monday night the firm presents a program on Radio Tygerberg in terms whereof members of the community can phone in and request advice on

legal problems. This service is provided free of charge.

01 SPECIALTIES 3rd Party claims, Access to Children, Administrative Law, Anti-discrimination, Arbitration, Childrens Rights, Civil, Climate Change & Carbon Trading ,

Collections, Commercial, Competition Law, Conservation and Wildlife, Constitutional, Constitutional Class Actions, Conveyancing, Copyright, Criminal,

Custody, Debt Collections, Deceased Estates, Divorce, Drunk Driving, Employment Equity, Employment Law, Energy Law, Environmental Law, Estates,

Evictions, Family Law, General Practice, Heritage Law, High Court Practice, Human rights, Insolvency, Intellectual Property, Labour Law, Liquidation,

Litigation (Civil), Litigation (Commercial), Litigation (Constitutional), Litigation (Criminal), Litigation (High Court), Litigation (Insurance), Litigation

(Magistrates Court), Local Government Law, Maintenance, Matrimonial, Mediation, Medical Negligence, MVA Claims, Notaries Public, Personal Injury,

Planning Law, Professional negligence, Property Law, Provincial Government, Rehabilitations, Sale of Business, Sequestrations, Sexual Harassment, Town

Planning, Trademarks, Trusts, Waste Law, Wills, Wrongful Death

02 MEDIA USAGES




KAREL BRINK & ASSOCIATEG


01 SPECIALTIES Access to Children, Arbitration, Blacklistings, Childrens Rights, Civil, Consumer Law, Divorce, Divorce Mediation, Drunk Driving, Evictions, Family Law, High

Court Practice, Liquor Law, Litigation (Civil), Litigation (Constitutional), Litigation (General), Litigation (High Court), Litigation (Insurance), Litigation

(Magistrates Court), Maintenance, Matrimonial, Personal Injury

02 MEDIA USAGES




LOMBAARD BURGERH


01 WHAT SETS LOMBAARD BURGER APART “The firm is 11 years old and we still believe in giving our clients personal attention”

02 SPECIALTIES 3rd Party claims, Access to Children, Adoption, Childrens Rights, Civil, Commercial, Company Registrations, Contracts, Conveyancing, Criminal, Custody,

Deceased Estates, Divorce, Divorce Mediation, Drunk Driving, Employment Law, Estates, Evictions, Family Law, Fraud, General Practice, High Court

Practice, Labour Law, Leases, Litigation (Civil), Litigation (Criminal), Litigation (General), Litigation (High Court), Litigation (Magistrates Court), Maintenance,

Matrimonial, Mediation, MVA Claims, Partnership Agreements, Personal Injury, Property Law, Sale of Business, Sectional Title, Sexual Harassment,

Trusts, Wills

03 MEDIA USAGES





LANDSBERG & ASSOCIATESI


Landsberg & Associates is a small but specialized law firm located in Somerset West in the greater Cape Town metropole, in South Africa.

01 WHAT SETS LANDSBERG & ASSOCIATES APART “Founded in 1980, the firm serves a niche market in the world of yachting.”

02 SPECIALTIES Yachting Law, Contract Law, Yacht Registrations, Company formations, Fractional Ownership, International connections, Personal Service

03 MEDIA USAGES





MILLER BOSMAN LE ROUX HILL INC J



Miller Bosman Le Roux Hill Incorporated was established in 1970 from a sole proprietary based in the Strand. In the 40 years of its existence, the

company has built a solid reputation as a world class legal service provider. Although consulting to clients the world over, the firm remains committed to its local

community. Its involvement extends from sponsorships and local investment to grass roots participation by the directors and staff; with community projects, school

boards, community organizations and sports clubs amongst its beneficiaries. The firm has established a pro-bono office in Macassar, providing legal advice and

assistance to disadvantaged people.

Miller Bosman Le Roux Hill Incorporated is an integrated law firm whose membership reflects the rich diversity of South African culture. Its directors and staff

represent most South African ethnicities, and are fully committed to the upliftment of historically disadvantaged people.

01 WHAT SETS MILLER BOSMAN LE ROUX APART • Long-established and well respected in Cape Town and its locality

• Long-established and well respected in Cape Town and its locality

• Strong litigation, commercial and property departments

• Hands-on involvement of senior practitioners

• High level of experience

• Professional but personal approach to clients

• BEE credentials

• Economical business proposition



COMPETITOR LANDSCAPETHE WHO IS DOING WHAT?

02 SPECIALTIES 3rd Party claims, Access to Children, Administrative Law, Arbitration, Association Agreements, Bankruptcy Law, Bills of Legal

Costs, Blacklistings, Capital Gains Tax, Childrens Rights, Civil, Collections, Commercial, Commercial Drafting, Company Law,

Company Registrations, Competition Law, Constitutional, Construction, Consumer Law, Contracts, Conveyancing, Copyright,

Corporate, Criminal, Custody, Debt Collections, Deceased Estates, Designs and Copyrights, Disability, Divorce, Divorce

Mediation, Drunk Driving, Emotional Will, Employee Benefits, Employee Share Incentive Schemes, Employment Law, Estates,

Evictions, Family Law, Foreclosures, Fraud, General Practice, High Court Practice, Human rights, Insolvency, Intellectual

Property, Labour Law, Leases, Liquidation, Litigation (Civil), Litigation (Commercial), Litigation (Corporate), Litigation (Criminal),

Litigation (General), Litigation (High Court), Litigation (Magistrates Court), Maintenance, Matrimonial, Mediation, Medical

Negligence, MVA Claims, Notaries Public, Partnership Agreements, Patents, Personal Injury, Professional negligence, Property

Law, Rehabilitation Orders, Sale of Business, Sectional Title, Sequestrations, Shareholders Agreements, Town Planning, Township

Establishment, Trademarks, Trusts, White Collar Crime, Wills

03 MEDIA USAGES




SMITH TABATA BUCHANAN BOYES ATTORNEYS K



STBB Smith Tabata Buchanan Boyes is a firm of solution-driven attorneys that provide our clients with national access to affordable legal services around

South Africa. We have established an excellent reputation for providing practical advice on a wide range of legal matters and are known to real estate

professionals as a leading conveyaning and property law firm. Our dedication in offering our clients a professional service of the highest standard has

taken this traditional practice into arguably the largest property law practice in South Africa, providing personalised service from ten branches situated

throughout the Western Cape, Johannesburg, King Williams Town, East London and Durban. We realise that timing is everything in a property transaction

and accordingly we strive to ensure that every transaction is registered timeously, with the client being able to follow the transaction every step of the

way by making use of our state of the art online tracking facility on our website.

01 WHAT SETS SMITH TABATA BUCHANAN BOYES ATTORNEYS APART

“Is a firm of business-minded lawyers which was established in 1900. At present, the firm consists of approximately 60 professionals

practising from 10 offices throughout South Africa.”



COMPETITOR LANDSCAPETHE WHO IS DOING WHAT?

02 SPECIALTIES LITIGATION: all aspects connected to bad debt recovery, all aspects of civil litigation, arbitration and mediation proceedings attachment of property and sales in execution, building

and construction disputes, criminal matters (including bail applications), liquidation and sequestration applications, maritime law, rehabilitation applications.

COMMERCIAL AND CORPORATE LAW: advertising law, black economic empowerment (BEE), business law, competition law, cross border transactional work, due diligence

investigations, formation and registration of companies close corporations, formation of charitable organisations, internet and e-commerce law, liquor license applications mergers and

acquisitions, pension fund law.

PROPERTY LAW: all aspects of conveyancing, deeds registry and surveyor generals, office searches, drafting of property agreements, deeds of sale, building agreements and leases,

foreclosures, opening of sectional title registers, property development, registration and cancellation of mortgage, and notarial bonds, registration of land consolidations and

subdivisions servitudes, share block transactions, township registration and group housing developments

ESTATES AND TRUSTS: curatorship appointments, drafting of wills, estate planning, the administration of deceased estates, the registration and administration of trusts

FAMILY LAW: antenuptial contracts, custody proceedings, divorce mediation, divorce proceedings

LABOUR LAW: alternative dispute resolution, collective and recognition agreements, contracts of employment, employment policies and practices, labour and industrial disputes,

labour law training, retrenchments

PERSONAL INJURY AND INSURANCE LAW: insurance claims and disputes, personal injury litigation, professional indemnity claims

03 MEDIA USAGES

There are five "mainstream" marketing methods that will help grow your practice.

• Referral Methods and Strategies: Applies to every Attorney and every practice.

• Internet Strategies: (Not just a website) Applies to any major practices.

• Yellow Pages and Business Listings Advertising: Works well for all practice but does not create

creditability.

• Television Ads: Applies to very specific national practices to create creditability.

• Radio Ads: Works well if applied to specific practice within areas and geographical locations only

While word-of-mouth is a significant factor in driving new business, choosing a lawyer is a personal

decision based on a sense of fit and comfort. When someone needs your services, they likely are

experiencing a significant or life-changing event and need further validation that you’re the right

resource before picking up the phone. A marketing campaign can tell a more dynamic story about your

professionalism, your practice, and your style, helping clients to understand what the experience of

working with you will be like.

MARKETING METHODS FOR THEMODERN ATTORNEY



MARKETING METHODS / TACTICS

A

Consider your current client mix. Is this the kind of business that you enjoy most, and that is the most

profitable for your firm? A custom marketing campaign can help you attract more of the clients and

cases you want to have. Through tailored copy and design, your marketing campaign will help you more

quickly convert your most qualified prospects into clients.

YOUR FIRM IS ALREADY BUSY ANDYOU'RE WORRIED ABOUT TAKINGON ADDITIONAL CASE LOAD.

B

Adlab are fully customized to support your individual business objectives within your budget. Our media

planning and strategic marketing approach allow you start at the right level for your firm today, then

grow your marketing as your firm expands.

In regards to the amount you're going to spend, here is the golden rule:

You must spend between 2% - 15% of your yearly revenue. This amount is not open for discussion or

debate - it is a rule - and it applies to any size practice.

Spend less than 2% a year and you're just as happy-as-can-be, not interested in any growth and will

never see any.

Spend more than 15% a year - You're throwing money away and fattening someone else's wallet.

Here's a breakdown of what Attorneys should spend, whether you're just starting a practice, have been

practicing for a few years, or have had an established practice for more than a decade.

• You've been Practicing For a Decade or Longer: At a minimum, you should be spending 2% and no

more than 5% - a large percentage of your business is coming by way of referrals. In this stage you

should be defending your position within the market.

• You've been Practicing for a Few Years: At a minimum, you should be spending 5% and no more than

10% - you're in a "growth stage", and the only way to do that is by taking clients away from others.

• Just Starting Out: At a minimum, you should be spending 10% and no more than 15%. You're in the

"sink or swim" mode. If your business plans don't include a budget item for marketing, you're going to

sink or hang on and starve. Even if you have to borrow the money, invest in marketing your practice.

Do it smartly and it'll be the best money you ever spent.

YOU'RE CONCERNED ABOUTTHE COST OF CREATE ORMAINTAINING A MARKETINGCAMPAIGN.



MARKETING METHODS / TACTICS

C

ADVERTISING

Advertising should not be deceptive or misleading by

anything said or unsaid

Extravagant language is distasteful and should be

avoided.

The use of comparative adjectives and adverbs should

be avoided

Superlatives, puffery and hyperbole are

inappropriate to attorney's advertising;

Denigration and disparagement of competitors is

distasteful and will bring the profession into disrepute;

Imitation of the advertisements of other attorneys

should be avoided

Advertisements by attorneys should not in any way

encourage or be likely to encourage litigation.

ADVERTISING REGULATIONS



ADVERTISING REGULATIONS / CAN DO

A

The self regulatory body in South Africa is the ASA.

The ASA code applies to all advertising, including

advertising by attorneys.

The ASA acts on complaints and, in extreme cases,

may require all media to ban advertising by delinquent

advertisers.

At Adlab we follow the guidelines of THE CAPE LAW

SOCIETY to plan and implement a marketing strategy.

SALES PROMOTION AND OTHER MARKETING ACTIVITIES

Sponsorships - sponsorships are in order, provided the

general rules are observed; gifts, including gifts of

branded items - gifts are not necessarily undesirable

provided they are given to existing clients and do not

for any other reason amount to an incentive, with the

result that the giving of the gift amounts to a sales

promotion; seminars and conferences.

These are in order provided they are tastefully

advertised and organised and provided they impart

useful information.

Seminars to impart information about a firm are in

order if they comply with the general rules; exhibitions

- participation in exhibitions is in order if it complies

with the general rules, free advice, free initial

consultations etc. The giving of free or gratuitous

advice effectively amounts to a sales promotion and

should be avoided, unless it is tastefully done on a

limited basis and only to introduce new clients to a firm.

“At Adlab, we follow the guidelines of THE CAPE LAW SOCIETY to plan andimplement a marketing strategy”

MARKETING STRATEGY OFFERS THESE POWERFUL BENEFITS:

Concentrating your resources and efforts on your

greatest opportunities for success.

Sharpening your competitive advantage, so that your

business is superior to your competitors, in ways that

matter to customers.

Increasing the income of the firm more effectively than

any other way.

Uniting the leadership team to all pull in the same

direction, maximizing positive results.

Giving your brand a clearer focus so that it will be

better known in the marketplace.

ADLAB MEDIA STRATEGY



THE STRATEGY / PLAN & EXECUTION

A

Marketing strategy is the primary key to business

success. The reason businesses fail is that they do not

make enough money. In addition, the reason they do

not make enough money is that they do not

adequately understand and practice effective

marketing strategy.

Stimulating demand for your products and services.

Improving the effectiveness of messages you send to

customers and prospects.

Strengthening your ability to understand and meet the

needs of customers.

Ensuring that your business will survive and thrive far

into the future.

The concept of media strategy is very simple –if you’re

starting point is A and you need to get to point B, then

the strategy is really your overarching approach as to

how you’re going to get from A to B, in the most

practical, cost effective and quickest manner.

IN A NUTSHELL, IN ORDER TO CREATE A STRATEGY, WE NEED TO UNDERSTAND FIVE KEY THINGS..

1 Where are you starting form?

2 Where do we want to finish?

3 What resources you do have available?

4 What is the landscape you’re operating in?

5 Who is your target audience (Market)?

From the initial strategy to conceptualisation to

creation, we at Adlab can handle every step of your

campaign’s generation. Adlab can strategically,

logically and comprehensively prepare entire

advertising campaigns across targeted media. We will

carefully manage every step of the process, to ensure

that maximum creativity is underscored by your

results-driven objectives.

We specialise in creating all manner of printed

communications, including flyers, brochures, folders,

packaging and posters as well as tv and radio. Each

and every piece is created from a platform of clear

strategic thinking and designed to impact the

consumer in two key areas: the heart (move them) and

the head (inform them). We deal in both one-off pieces

and extendable campaigns

ADLAB SERVICE



THE STRATEGY / PLAN & EXECUTION

BADLAB CONSULTATION

Initial Consultation is Free (sometimes we have fun

and it goes 30 minutes).

If you wish to have Adlab to evaluate your entire

marketing plan and current expenditures, then a

detailed report will be prepared highlighting

unnecessary expenditures and where your

practice should focus its marketing efforts.

According to your budget and requirements a

strategy and a media plan will be products with

quotations.



ADLAB PORTFOLIO

OFFICE +27 21 424 9200 · FAX +27 21 423 6628ABSA Bui lding, 132 Adderley Street, Cape Town · 8001P O Box 1857, Cape Town · 8000 · www.dkvg .co .za

Adrie BrandD i r e c t o r

+27 82 571 2648

[email protected]

D E K L E R K & V A N G E N DA T T O R N E Y S · P R O K U R E U R S

D E K L E R K & V A N G E N DA T T O R N E Y S · P R O K U R E U R S

STRATEGIC BRAND CONSULTANTS LAW FIRMSMARKETING PROPOSAL

Documents

Transcript of STRATEGIC BRAND CONSULTANTS LAW FIRMSMARKETING PROPOSAL