Justinian PLLCDigital Marketing Overview

Phase 1

Breton NovelliDigital Marketing Consultant

Top of Funnel ActivitiesAwareness Activities• Develop budget for paid • Utilize PPC ads for search via Google/Bing

– Ensure effective SEO to lower cost of PPC activity

– PPC campaigns favors larger brands• Optimize campaigns for paid social to utilize the

marketing revenue effectively • Develop content to reach audience

– Blogs – Video series

• Legally Intoxicated• Client Stories• TV/Radio Advertisements

– Lynda Courses• Publish and Attract Influencers

– Fans/followers– Visitors– Inbound Links

Awareness

Consideration

Conversion

Advocacy

Loyalty Wor

d of

M

outh

Awareness• Adwords for Lawyers• Craft relevant call-to-action

– Contact form• Implement all ad extensions

– Location, sitelink, callout• Highlight competitive

advantages• Proper geo-targeting• Set up “call only” campaigns &

utilize Call extensions• Track calls, ensure 24hr system• Ensure online chat system in

place• Continue tracking keywords,

AB testing campaigns and eliminating unnecessary keywords

Awareness

Call only Campaigns Call Extensions

Content, inbound, referrals, trade shows, events, SEO/SEM, online ads, videos, e-mail, campaigns, social

ConsiderationResearch phase of User Journey• Create targeted content based on User Journey • Generate and promote client stories based on search

terms• Utilize “high return” cases for curating content

– AB test based on keywords• Curate content relevant to immigration and personal

injury based on search traffic and keywords• Incorporating long-tail keywords

Consideration

Brand begins to resonate with Users

ConversionDeveloping Interest and Education• Often the purchase process of the user journey• Creates the brand as a thought-leader within the

industry• Nurture leads generated through email (enurture)• Utilize Google analytics, landing page, CRM, and e-

commerce• Harvest “thought leadership” as a brand by offering

courses in digital and through University

Conversion

Content marketing, information, classes, social media, case studies

Google analytics funnel visualization report helps in conversion analysis to determine the unique page views, rather than combining total views

Loyalty• Build out influencer engagement through user-

generated content, social networks• Increase customer-reviews, ratings• Enter dialogue with customers, not just e-mail

nurture• See entire pipeline of relationships, organize client

data, track relationships, and log into CRM from any device

• Add unlimited contacts • Build a better practice• Hassle-free IT• Integration with leading web app• Reporting and dashboards• Insights into firm’s performance• Secure Client Portal

Loyalty

Building awareness leading to advocacy

Advocacy• People trust others more than companies/lawyers• Recommendations from friends/family is the most important criteria in

making a purchase decision• Cultivating and enabling advocates will generate word-of-mouth • New customer prospects through advocacy programs are important for

business development • Ensure happy customers are the loudest virtual megaphone, over the

unhappy customers, in social media outlets

Advocacy

Brand advocacy helps retain happy customers and attract potential customers

Current Social Media Case

Facebook

• Update wallpaper to be cohesive with branding

• Begin using paid social for campaign optimization

• Update social links on landing page to local handles• @justinian (Twitter)• Facebook.com/justinianpllc

Twitter• Goals: Increase followers, engagement,

reach• Target local audience• Update website to current URL• Update logo for cohesive branding

across social properties

Current FB site links to national brand, rather than local

Twitter logo not found on other social properties, update with current logo based on Twitter logo dimensions

• Utilize for verification of other social properties on website

• Currently does not have any content• Can serve as the content repository of all curated video content• Utilize Youtube Director for mass content creation• Utilize playlists to segregate content for various campaigns

• Curate thought leadership for Lynda based on business law courses through community classes offered at UT and online via Google Hangouts

Logo for G+, Linkedin, Youtube all consistent

Facebook DemographicsJustinian & Associates

(@justinianpllc)Past 28 Days

Organic/Paid/Earned

• Currently reaching 100%

of traffic via organic (owned and earned media)• Utilize digital and

events to expand reach, engagement, and lead-conversions

• Utilize Paid Social to promote proprietary content during peak times of engagement

Personas

Salary: $90,000+Master’s degreeMarried with Children • Already has a go-to

lawyer he found through his network of highly influential friends and will be difficult to persuade

• Believes in relationships built upon trust

Joe Sarah MiguelMillenialSalary: $60,000Single, no children• Does not have a

lawyer, and uses network of friends or social media to make buying decisions

• Easily swayed by external influences

Salary: $45,000Married with childrenGreater Austin AreaBlue-collarFirst or Second Generation• Does not have a lawyer,

and uses network of friends or trusted media to make buying decisions

Media Partnership Opportunities• KGSR• Texas Tribune• Texas Bar Journal• Tech• LGBT Outreach• Arts

Emmis RadioRadio Total Daypart Length Spots Unit

Rate Net Reach Frequency Total

Cost KGSR-FM 960 $26.30 421,600 8.3 $25,248.00 Q3 & Q4 - 24 wks $26.30 421,600 8.3 $25,248.00 $26.30 One Week total 40 $26.30 90,200 1.6 $1,502.00

M-TU 6A-10A 60 5 $55.00 12,300 1.3 $275.00 M-TU 10A-3P 60 5 $50.00 16,300 1.3 $250.00 M-TU 3P-7P 60 5 $60.00 15,200 1.3 $300.00

SA 9A-7P 60 4 $35.00 15,600 1.2 $140.00 SU 9A-7P 60 4 $20.00 15,600 1.2 $80.00

M-SU 6A-12M 60 5 $1.00 14,600 1.1 $7.00 M-SU 12M-12M 60 5 $- 21,800 1.1 $- BONUS

Radio Total Daypart Length Spots Unit

Rate Net Reach Frequency Total

Cost La Z/Latino 624 $64.04 229,400 14.7 $39,960.00 Q3 & Q4 - 24 wks 8.3 $39,960.00 One Week total 624 $64.04 66,500 14.7 $1,502.00

M-F 6A-7P 30 5 $64.04 49,000 2.1 $275.00 M-F 7P-12M 30 5 $64.04 9,600 1.8 $250.00 SA-SU 8A-8P 30 5 $64.04 15,400 1.2 $300.00

M-SU 12M-12M 30 4 $64.04 18,700 1.2 $140.00

KGSR Investment:$25k

Latino Radio Investment:$39k

Emmis Events• Weekly Radio Spots on KGSR/Latino networks• On-air Influencers:

$50-100/recommendation – 12 week commitment

• Hispanic Event Opportunities: $2k-5k• KGSR Event Opportunities: $3k-75k

Event Timing Price

El Palomazo Monthly $2500

Bat Fest August $4900

Hands for Hope November $5000

Sala Navidena November-December

$4500

Chuy’s Parade November-December

$5,500

Hispanic/Latino

Event Timing PriceSXSW March $7200-$9800

Unplugged April-September $18,300-32,000

Blues on the Green

May-August $10k-$75k

Chuy’s Parade November $3,800

KGSR Anniversary Soiree

December $5,600-7800

Millenial/Upper Middle Class

Emmis Con’tQ3 Digital Breakdown7/18/16-9/30/16• Geotargetting for Austin region• Ads placed through Mobile, Web, and in App

usage• Retargeting 5k impressions in real time,

contextually based • Geotarget ads by zip (minimum 10)• 4k+ legal advice seekers construction workers,

online influencers-pharmaceutical topics• Total estimated impressions: 100-200k+• Estimated Clicks: 7k+• Total investment: $6,000

Total Investment:

$6k

Texas Tribune

Podcast• Messaging/mention at start and conclusion

Texas Tribune Event• Logo Placement and branding

opportunitiesRecognition from the stage• Reserved VIP seating for special guests• Distribution of Justinian info/branded material

Investment: $10k• Website• Email• Multimedia• Event

Texas Tribune Con’t

Sept. 24, 2016Featuring:CEO Evan SmithPulitzer Prize Winner Maureen Dowd

Table for 10: $5kProminent seating for 2: $2,500

Tribfeast: Dinner to support Nonprofit Journalism

Texas Bar Journal

Discounts:• Agency: 15%. • Pre-payment of a yearlong

contract: 2%.

Tier 1 Level Sponsorship Benefits• Increased social media• Increased brand awareness• Guaranteed brand

activation/recognition• Speaking opportunity• Logo recognition on video

Company Profile:Size: 51-200 EmployeesFunding: $2M-$88M

Attendance: Athletes: 400Attendees: 500-600VIP: 150

LGBT Outreach• Austin Gay and Lesbian Chamber of Commerce: $175• Splash Days (9/2/16)– $1000 Sponsorship

• Jimmy Flannigan Sponsorship: $50 (ASAP)

Total Investment:~$2k

Arts—Zach Scott• Zach Scott Act One Young

Professional Benefits– Young professional program

connecting Austin’s millennial business leaders with discounted tickets to:• Priscilla Queen of the Desert

Wednesday, September 28, 2016• TBA Production Wednesday, January 25,

2016• In the Heights Wednesday, May 31, 2017• Million Dollar Quartet Wednesday, July

26, 2017

Arts—Zach ScottTotal Investment:$5k

Arts—Zach ScottTotal Investment:$5k

Final Overview

AffiliateProgra

mDuratio

n Total

Investment Website Email EventSocial Media Apps Mobile

Desktop

EmmisKGSR Radio

24 weeks $25,248.00              

 Latino Radio

24 weeks $39,960.00              

  Events 1 Month $3,800.00              

  Digital3 month $6,000.00 X       X X X

Texas TribuneSponsorship   $10,000.00 X X X X   X X

  Dinner 1 Night $2,500-

5,000     X        Texas Bar Journal

Advertisement

3 months $1,500.00 X X   X   X X

Startup Games

Sponsorship 1 day $1,000.00 X   X X      

Zach Scott Theatre

Sponosrship Annual $5,000.00 X X X X   X  

LGBT

AGLCC Membership Annual $175.00   X X X      

 Splash Days 4 Days $1,000.00 X X X X   X X

 

Jimmy Flannigan Sponsorship N/A $50.00 X X X X   X X

Hispanic Chamber of Commerce

Membership Annual $200.00 X X X X   X X