2012 lmatech - kathleen flynn - top tips in integrated marketing

Sedgwick LLP Integrated Branding Program

LMA Bay Area Tech Conference October 11, 2012

Sedgwick Brand Message

The trial firm companies trust.

Elements of Integrated Plan

ConsistencyTiming Media Mix

Timing

Rollout of “brand” campaign in connection with firm name change

Name change is “not news”, but we made it so!

Launched name change, PR, new ad campaign, internal promotion, revised logos all at same time.

Consistency

EVERYWHERE AND EVERYONEENFORCEMENT

REPEAT, REPEAT, AND REPEAT AGAIN

The Branding Police are officially on patrol to enforce the Sedgwick brand and recent name change.Who are the Branding Police?Well, surprise! It's you, of course. Marketing isn't the only sheriff in town. Please feel free but to make a citizen's arrest when necessary.What are you looking for?Anything and everything "Sedgwick, Detert, Moran & Arnold" or as often referred to on the street; "SDMA."

This includes: Letterhead: We've aged! We're 78 years old now, so all the 75th anniversary materials should have long been retired. Please only use

the new Sedgwick LLP letterhead and associated stationery materials. Social media profiles: Attention all Facebook and LinkedIn users. If you happen to list our firm on your profile, please use Sedgwick

LLP. Voicemail message: We've heard some messages that say "This is John Doe in the San Francisco office with Sedgwick, Detert, Moran

& Arnold." We're "Sedgwick " now and have been for close to four months. Please make sure your message is correct! Smart phone email signatures: This one can be a bit trickier to catch. Keep a keen eye out for email responses from iPhones,

Blackberries, etc. "Sedgwick, Detert, Moran & Arnold" has been known to sneak in. Business cards: New Sedgwick LLP business cards are beginning to print, but in the interim, please, no red! We are printing new cards

office by office…keep an eye out for your turn! So Branding Police, our mission is set. Please be on the lookout for any brand offenders. If you happen to have read through this list and noticed that you might be one yourself, well, hurry up and cover your tracks. The sooner, the better – it is never too late to implement and support the Sedgwick brand!

Policing the Brand - Ongoing

Brand Police are EVERYWHERE!

Sedgwick Gives Back

Baby ViolatingBrand !

Team Sedgwick!

Media Mix

AdvertisingWebOnlineSocial NetworkingE-communicationsSignageVideoInternalHoliday card

Basically Everything!

Chair’s Video

National Advertising Campaign

National Print Advertising Campaign

84% report reading some or most

46% recall reading or seeing

Regional Advertising

On Line Ads

National Online Advertising Campaign

Expanding our brand into new regions

Holiday e-card

Website

Website

Client Communications

Results appear in 8 Sedgwick Newsletters

Sedgwick “Onesie”

Media Outreach –“Beyond the Byline”

Defense Verdict of the Year HideDiv

Directories

At A Glance

“At A Glance”

Incorporating Brand into Firm Wide Initiatives

“We are primarily a trial firm and so juries expect to see those lawyers and law firms in the courtroom who are more reflective of the communities in which they live. Our clients recognize that and our ability to serve our clients effectively in court depends in part on our ability to communicate with those juries.” Craig Barnes, Diversity Chair

Social Media

Blogs

Marketing Matters

Internal Communications – Remembering our Founders

Wallace Sedgwick Award

Founder’s Day and Client Service Award

Getting everyone onboard

Results Collections

Through the “Fandango” program we have increased result reporting substantially – over 60%

Results are now being reported in our newsletters, and driving traffic to our website.

Results Reporting

140 Results reported since July 2011

Elements of Integrated Plan- Amended

Metrics Timing

Media MixConsistency

62 Pitches/Proposals and RFPs in 2012

Web traffic: 146,916  unique visitors983,525  page views

Media Mentions

2010 - 371

2011 - 849

From the readers….

“I was intrigued by the idea of keeping the wolves away

from the door”, -In-house attorney

Plus…high ratings from

Baxter Research

Kathleen Made me wear this silly hat