As Florida's premier association for civil mediators, a
decision was taken in 2007 to proactively market our
member roster. The primary focus of our ad campaign is
the legal and business community, in Florida and
throughout the south east.
Our campaign features 3
different adverts, and all ads are on the same prominent Page 9 position in
the FL Bar News every 2 weeks.
Directory of
Members (appearing bi-monthly on the 1st) Feb1st, April 1st, June 1st, (skip August), Sep 1st, Nov
1st Objective: To recognize, and promote, the Members of our Society
The ad features an easy to read directory of our members, based on
the DRC defined regions of Northern, Central and Southern. The
info displayed for each member is:
Full Name, Primary City, Circuits/Regions Served, Phone & Calendar
check-box
(to indicate if member is publishing his/her
dates online)
This directory ad has proved very successful in
raising awareness of our website and the details will be updated
regularly based on member profile data each month.
Quarter Page Ad - Website Promo
(appearing bi-monthly on the 1st) (Jan 1st, March 1st, May 1st, July 1st, Oct 1st, Dec 1st)
Objective: To raise awareness of, and attorney traffic to, our
website
This ad's focus is purely on our website, and how useful it is - the
intent is to drive attorney traffic to the site, where they can then
view profiles/calendars, use the QuickSearch tool etc. The ad will
further help establish the FL Circuit-Civil Mediator Society as the
state's premier association for experienced civil mediators.
Quarter Page
- Mediator Spotlight Gallery Ad -
(15th of each month)
Objective: To encourage readers to visit the Society website,
by featuring the photographs and contact details for selected members.
A different format of ad again, this again promotes use of the site by
use of the tagline "Finding The Right Mediator Just Got Much
Easier..."
This ad will allow us to put some "faces to the names" of
our members, allowing members the chance to have their practice
highlighted, alongside their web address and contact details. Note,
featured Society members will be required to pay a small extra cost
towards the cost of that months ad of $95 per head.
Online Banner Advert Objective: To reach readers of the online edition of the
FL Bar News
New for 2009, this banner advert will be featured prominently on the
home page of the online edition of FL Bar News. (Click
here to visit the Bar News website).
Attorneys clicking on the ad will be directed straight to our
quicksearch page, so they can immediately see how useful the website
is.
In addition to the more costly print advertising, we will continue to
market the Society through direct marketing means, as we've done since our
launch. These include:
POSTCARDS - Promotional postcards have previously been distributed
sat at attorney events and
conventions, including the annual DRC conference, FL Bar attorney section
events etc. These postcards
promote the Society, and encourage attorneys, paralegals etc to utilize
the website and are readily available to members.
EMAIL/DIRECT MARKETING - Used sparingly, we have a database of over 10,000
attorneys based throughout the South East, including email addresses for
most. Just once per year, we do a massive personalized email blast to
these potential clients, advising them how useful they might find the
website.
This email is carefully worded so as to comply with federal laws
regarding spam (CAN-SPAM act, etc)
ONLINE PARTNERSHIPS - We have made efforts to ensure that the
Society website is highly rated by all the major search engines, such as
Google, Yahoo etc. We will continue to partner with websites and
organizations that can drive relevant attorney/legal traffic to our site,
including paralegal associations, Florida state websites, insurance
groups, etc.
EVENT SPONSORSHIPS - We'll also look to sponsor, or have a presence
at, Bar and Paralegal association events where we can raise awareness of the Society and our roster.
PR: We have also had the Society website given a mention in
publications such as...
