Law Office Marketing Plan
The purpose of a law office marketing plan is to help identify and cultivate your client base by implementing strategies to rouse interest in your services. This checklist is designed with the intent to assist attorneys in the objective of implementing and recording the progress of marketing their practice. All of the strategies should be evaluated with the goal of getting word out about you and your service to current and potential clients. To what extent any of the following can help you achieve your marketing efforts will vary according to practice area and individual application of strategies listed. Start by reviewing your current marketing plan and adjust your overall business plan accordingly. Make certain your marketing efforts do not conflict with current advertising rules or rules of Professional Conduct.
Strategies
Complete the following sentences then highlight the strategies below that meet your goals. As you accomplish each goal every month, write down the date in the column to the right. Periodically review and adjust your goals to meet changes in your practice.
To date my marketing plan involves…
My goals from this point forward are…
In order to achieve my goals I will…
| Strategies and accomplish dates (by end of month) | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
| Identify a cross-selling opportunity with existing client (e.g.: family law practice: finalize divorce / create new will) | ||||||||||||
| Identify and pursue a potential source of new business | ||||||||||||
| Identify and foster a referral source each month | ||||||||||||
| Refer non-engaged clients to at least 3 new attorney contacts | ||||||||||||
| Identify and resolve any negative challenges of marketing efforts | ||||||||||||
| Prepare information to include in firm newsletter or finalize mailing to clients quarterly | ||||||||||||
| Insure written contact established at least once with every active client (other than billing statement) | ||||||||||||
| Participate in a selected civic organization or meeting | ||||||||||||
| Participate in local bar association | ||||||||||||
| Participate in a selected national organization | ||||||||||||
| Spend one hour drafting article for publication | ||||||||||||
| Schedule or present a speech on area of expertise | ||||||||||||
| Volunteer time for selected pro bono work | ||||||||||||
| Track business development each month | ||||||||||||
| Spend one-half hour to evaluate effectiveness of development efforts | ||||||||||||
| Revise personal marketing plan | ||||||||||||
| Review business plan | ||||||||||||
| Review personal goals | ||||||||||||
| Follow up on one above strategy not accomplished month before |
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