Attorney creative pdf

Online Marketing Overview

JB CHICAGO
Strategic Marketing

JB Chicago is an integrated marketing agency built Creative Services
on providing sound marketing solutions, creativity
and strategies to make your marketing dollars work Communications and PR
toward your bottom line.
Media Planning
We have specialized in online marketing for over 15
years by targeting consumers, conducting B2B Direct Marketing
outreach, changing perceptions, increasing visibility
and making a splash. Sales Promotions

Online Marketing

2


YOUR TARGET MARKET IS ONLINE
Facebook:
• There are more than 400 million active users
• Over 60% are 35+
• 1.5 million businesses have FB pages
Twitter:
• Third largest (largest growth) social network
• almost 65% are 35 +
Linked In:
• 80% have at least a college education
• almost 80% are 35+

3


THE MOVE TOWARD DIGITAL
Marketers are shifting their
budgets away from traditional
marketing channels and toward
digital marketing channels.

While 46% of companies plan to
increase their overall marketing
budgets in 2010, 66% will
increase their investments in
digital marketing.

Digital channels make up the
top five tactics in which
marketers are investing.

4


THE APPROACH

The strategy is simple but effective; it involves seeding, converting and sneezing.

Put the message in the hands of influencers, which you can “seed” with our message.

Then drive consumers to a conversion point and create a methodology to “sneeze” the
message along to their friends.

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6


CONVERSION
CONVERSIO
N

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CONVERSION

In order to achieve the ultimate goal (conversion), you need a vehicle that can get you
there: a great Web site.

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CONVERSION: F-Format

With every click you lose an estimated 60% of
your traffic.

A recent eye tracking study shows readers scan
Web pages in an F-shaped format.

A successful conversion-based Web site is
designed and populated accordingly.

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Strong B2C
example:
• Call

• Call to Action
SAVE $$$

• Free Form

http://www.lawyersgroup.com/

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Strong B2B
example:

Same approach
Just less impulse

http://www.bbklaw.com/

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Weak
example:

http://thefirsttwenty.com/
Mission statement and other “about us” info; does not address client needs
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SEEDING
CONVERSIO
N

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SEEDING
• SEO
• PPC
• Social networking
• Banner and other paid advertising
• Traditional advertising

14


SEEDING
SEEDING: Search Engine Marketing (SEO)

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SEEDING: Search Engine Marketing (PPC)

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CONVERSION: PPC Case Study

Skilled Nursing - Four State Campaign:

Pay Per Click (5 months)
• Over 2 million impressions
• 7.5% of clicks make a phone call
• 22% visit the facility page
• 1 : 112 ROI

17


SEO and PPC: BUYING LEADS (DON’T DO IT)

Lots of ppl buy leads in addition to SEO and PPC services. But how do you think
providers get those leads? Through PPC And SEO…and they are giving those same
results to other clients.

When you are using SEO and PPC and buying leads, you are basically “peeing in your
own pool.” Our neighbors (InsuranceAgent.com) sell leads, and we compete with them
for our clients, Insureonthespot.com. We get our lead for $20, whereas our neighbors
would sell us one for $20 (and then sell that same lead to 4 other guys).

Moral of the story? Don’t do both.

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SEEDING: Social Networking
Social networking will be put into place to support the company’s other online
strategies. We have provided a breakdown of all the activities that could support
driving traffic to the site as well as building the presence of social networking profiles.
These are to be used after SEO, PPC and affiliate programs are put in action.

• Profile development
• Influencer outreach
• Paid outreach

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MEDIUM FACEBOOK TWITTER LINKEDIN WEB DIRECT MAIL

FB Page Twitter Profiles LinkedIn Profiles Viral Vehicle PURLs tailored to
VEHICLES FB Profiles Blog target audiences

Influencers Influencers Influencers Influencer
- Pages - 10K-20K - Groups - Blogs
SEEDING - Groups - Sneezers - Sites
- Networks Paid advertising PPC
Facebook Ads

DRIVE TO Web site

SNEEZE
Contest

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Facebook
Profile

21


Facebook
Page

22


Twitter
Profile

23


Twitter
Company
Profiles

24


LinkedIn
Profile
Page

25


LinkedIn
Company
Page

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SEEDING: Social Networking: Blogs

BLOGS (These are really like short white papers.)

• Become a Thought Leader

• Gain an audience

• Create channels

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Blog

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Other blogs

29


SEEDING: Traditional Advertising

• Direct mail
• Tradeshows
• Vertical/Trade advertising

Just say NO to mass media (TV and radio). It’s very expensive and yields low return.

Everything should have
1) A call to action
2) A sense of urgency

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SNEEZING
CONVERSIO
N

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SNEEZING
The “sneezing” component of your site is the element that compels users to visit in
the first place, then share it with others. The best way to achieve this is by giving
people an incentive to share.

You can accomplish this by:
• Adding “Add This,” Facebook connect and Twitter oauth functionality to the site

• A contest or promotion tied to campaign creates incentive for referrals
• Tweets: People will RT sneeze-worthy info

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SNEEZING
These additional steps can bring in more site viewers.

Add repurposed articles and press releases to:
• StumbleUpon: This site can bring in some big traffic. Users interested in
your message will “stumble upon” your site, then are able to share it with
others.
• Reddit: The site aims to have what’s new and popular on the web. Users
customize what they’re interested in then their votes train a filter, so the site
only shows users things they might like.

Add these same articles to sites such as pitchengine.com, a social platform
that enables PR to effectively package stories and share them with
journalists, bloggers, and influencers worldwide via the social Web.

33


SNEEZING: Traditional Advertising vs. SoNet

Traditional/print advertising is based on a one-to-one model. The social networking
approach allows for more of an outreach methodology.

If you are able to convert one person, then they can recruit 20 of their friends, who
can recruit 20 of their friends, etc – broadening your network.

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SNEEZING: Traditional Advertising: PURLS and Direct Mail

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SNEEZING

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CASE STUDY
Strategic Marketing

TETRA PAK [with Hershey’s and Organic Valley] June 2009 – Nov 2009 Creative Services
SCENERIO:
Communications and PR
Tetra Pak wanted to get word out about healthy snacks for kids – namely,
chocolate milk served in cartons, which are also better for the environment.
The campaign was kicked off just prior to Halloween, so moms we Media Planning
encouraged to hand out single serve cartons instead of the typical “junk.”
Games (in the form of applications) were created on Facebook, Twitter and Direct Marketing
the Web. The kicker? Each time someone played the game or sent a
Halloween-related e-mail, 10 cents was donated to World Wildlife Fund. Sales Promotions
Also incorporated into the campaign were downloadable coupons for
Hershey’s and Organic Valley chocolate milk.
Online Marketing
GOALS:
• Encourage parents to distribute chocolate milk in cartons this Halloween
• Inform parents of the benefits for both their kids’ health and the environment
• Create fun ways for users to engage with the brand while donating to WWF

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RESULTS

• 112 million impressions in just a month and a half

• Over 40 million came from #chocolate milk (trended for over 28 hours)

• Over 90,000 coupon printouts

• 109,116 quality clicks (defined as clicks with a qualified action)

• Over 100 blog posts written about the campaign

39


CASE STUDY
CARDINAL FITNESS and CHARTER FITNESS July 2009 – present
SCENARIO:
JB Chicago has worked with Cardinal Fitness since 2003, serving as its full service
marketing agency. In line with the company’s aggressive growth plan, JB Chicago
developed a social networking outreach program and Web site redesign for both Cardinal
Fitness and Charter Fitness, another brand of health clubs they launched in 2008.

The plan, which went into effect in early 2010, began with a redesign of both home
pages while keeping the Cardinal Fitness and Charter Fitness identity consistent.
The new sites are search engine optimized and custom-made, each with strong calls
to action for potential and returning customers, namely coupons.

Upon completion of site redesign, JB Chicago implemented a social networking
program for both Cardinal Fitness and Charter Fitness. Using Facebook, Twitter,
blogs and Web sites, we reached out to those interested in health and fitness.
Those influencers were driven to the Web site, where they were compelled to share
the coupons with others. This created the viral elements necessary for the
campaign to spread across all social media outlets.

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Web site
redesign

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Cardinal Fitness Twitter profile

Cardinal Fitness Facebook profile

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CASE STUDY
CATALYST EXHIBITS
November 2009 – present

SCENARIO:
Catalyst Exhibits offers a full-service approach to meeting its clients' trade show needs
through in-house design, fabrication, implementation of exhibit programs and
display elements. The company already had a Web site with strong SEO and PPC
capabilities, so JB Chicago came onboard to concept and develop three industry-
specific blogs, then increase visibility through online promotion. Using Twitter
outreach, users were driven these retention points, thus increasing Catalyst
visibility as well as conversion.

In less than three months nearly 16,000 qualified clicks have been made on Catalyst
blog links, and Catalyst Exhibits has asked JB Chicago to continue the blog
promotion beyond the initial phase.

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Catalyst blogs

Catalyst Twitter profile

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STEVE GAITHER l JB CHICAGO

WEB jbchicago.com
PHONE 312.447.7223
E-MAIL steve@jbchicago.com

TWITTER @jbgrafx
FACEBOOK facebook.com/jbchicago

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