Sedgwick LLPIntegrated Branding Program       LMA Bay Area Tech Conference             October 11, 2012
Sedgwick Brand Message  The trial firm companies trust.
Elements of Integrated PlanConsistency                C              Mo              en               T              ds   ...
Timing Rollout of “brand” campaign in connection with  firm name change Name change is “not news”, but we made it so! L...
Consistency   Everywhere and Everyone         EnforcementRepeat, Repeat, and Repeat again
Policing the Brand - OngoingThe Branding Police are officially on patrol to enforce the Sedgwick brand and recent name cha...
Brand Police are EVERYWHERE!   Click to edit Master text styles    • Second level    • Third level       Fourth level   ...
Sedgwick Gives Back                      Team                      Sedgwick                              !  BabyViolatingB...
Media MixAdvertisingWebOnlineSocial NetworkingE-communicationsSignage                                   eryth ing!Video   ...
Chair’s Video
National Advertising Campaign
National Print Advertising Campaign                    Click to edit Master text sty                     • Second level  ...
Regional Advertising
On Line Ads Click to edit Master text styles  • Second level  • Third level     Fourth level      o   Fifth level
National Online Advertising Campaign Click to edit Master text styles  • Second level  • Third level     Fourth level   ...
Expanding our brand into new regions
Holiday e-card
Website
Website Click to edit Master text styles  • Second level  • Third level     Fourth level      o   Fifth level
 Click to edit Master text styles  • Second level  • Third level     Fourth level      o   Fifth level
 Click to edit Master text styles  • Second level  • Third level     Fourth level      o   Fifth level
ClientCommunications Results appear in 8 Sedgwick Newsletters
Sedgwick“Onesie”
Media Outreach –“Beyond the Byline”
HideDiv          Defense Verdict of the Year            Click to edit Master text styles             • Second level      ...
At A Glance“At A Glance”
Incorporating Brand into Firm Wide Initiatives“We are primarily a trial firm and so juries expect to seethose lawyers and ...
Social Media
Blogs
Marketing Matters
Internal Communications –Remembering our Founders
Wallace Sedgwick Award
Founder’s Day and Client Service Award        Click to edit Master text styles         • Second level         • Third lev...
 Click to edit Master text styles       • Second level       • Third level          Fourth level           o   Fifth lev...
Results Collections Through the “Fandango” program we have  increased result reporting substantially – over 60% Results ...
Results Reporting140 Results reported   since July 2011
Elements of Integrated Plan- Amended           Metrics                        Timing                       Media Mix      ...
 62 Pitches/Proposals and RFPs in 2012 Web traffic:146,916 unique visitors983,525 page views
Media Mentions             2011 - 8492010 - 371
From the readers….“I was intrigued by the idea ofkeeping the wolves away from          the door”,            -In-house att...
Kathleen Click to edit Master text styles                Made me  • Second levelwear this  • Third level         silly ha...
2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing
2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing
2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing
2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing
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2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing

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In this tough economy, it’s not a question of which marketing tool works best. Success isn’t dependent solely upon the eye-catching design of your website or advertising, or whether you choose blogs, billboards, brochures, or branding. The secret of success today is knowing how to blend them all together to achieve specific, measurable revenue goals.
Moderator: Kathleen Flynn, Chief Marketing Officer, Sedgwick LLP
Speaker: Ross Fishman, CEO, Fishman Marketing, Inc.

Published in: Education
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  • Eight newsletters include results now
  • Kathleen – new parent program. We listened to our associates who were struggling with how the firm “accepted” new parents
  • In Feb 2012 we had double the amount reported in Feb. 2011
  • 2012 LMATECH - Kathleen Flynn - Top Tips in Integrated Marketing

    1. 1. Sedgwick LLPIntegrated Branding Program LMA Bay Area Tech Conference October 11, 2012
    2. 2. Sedgwick Brand Message The trial firm companies trust.
    3. 3. Elements of Integrated PlanConsistency C Mo en T ds ii im as it n Me g i n xc y
    4. 4. 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.
    5. 5. Consistency Everywhere and Everyone EnforcementRepeat, Repeat, and Repeat again
    6. 6. Policing the Brand - OngoingThe Branding Police are officially on patrol to enforce the Sedgwick brand and recent name change.Who are the Branding Police?Well, surprise! Its you, of course. Marketing isnt the only sheriff in town. Please feel free but to make a citizens 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: Weve aged! Were 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: Weve heard some messages that say "This is John Doe in the San Francisco office with Sedgwick, Detert, Moran & Arnold." Were "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 andnoticed that you might be one yourself, well, hurry up and cover your tracks. The sooner, the better – it is never too late to implement andsupport the Sedgwick brand!
    7. 7. Brand Police are EVERYWHERE!  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    8. 8. Sedgwick Gives Back Team Sedgwick ! BabyViolatingBrand !
    9. 9. Media MixAdvertisingWebOnlineSocial NetworkingE-communicationsSignage eryth ing!Video sic a ll y EvInternal BaHoliday card
    10. 10. Chair’s Video
    11. 11. National Advertising Campaign
    12. 12. National Print Advertising Campaign  Click to edit Master text sty • Second level • Third level 84% report reading some or most  Fourth level o Fifth level 46% recall reading or seeing
    13. 13. Regional Advertising
    14. 14. On Line Ads Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    15. 15. National Online Advertising Campaign Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    16. 16. Expanding our brand into new regions
    17. 17. Holiday e-card
    18. 18. Website
    19. 19. Website Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    20. 20.  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    21. 21.  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    22. 22. ClientCommunications Results appear in 8 Sedgwick Newsletters
    23. 23. Sedgwick“Onesie”
    24. 24. Media Outreach –“Beyond the Byline”
    25. 25. HideDiv Defense Verdict of the Year  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    26. 26. At A Glance“At A Glance”
    27. 27. Incorporating Brand into Firm Wide Initiatives“We are primarily a trial firm and so juries expect to seethose lawyers and law firms in the courtroom who are morereflective of the communities in which they live. Our clientsrecognize that and our ability to serve our clients effectivelyin court depends in part on our ability to communicate withthose juries.” Craig Barnes, Diversity Chair
    28. 28. Social Media
    29. 29. Blogs
    30. 30. Marketing Matters
    31. 31. Internal Communications –Remembering our Founders
    32. 32. Wallace Sedgwick Award
    33. 33. Founder’s Day and Client Service Award  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth level
    34. 34.  Click to edit Master text styles • Second level • Third level  Fourth level o Fifth levelGettingeveryoneonboard
    35. 35. 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.
    36. 36. Results Reporting140 Results reported since July 2011
    37. 37. Elements of Integrated Plan- Amended Metrics Timing Media Mix Consistency
    38. 38.  62 Pitches/Proposals and RFPs in 2012 Web traffic:146,916 unique visitors983,525 page views
    39. 39. Media Mentions 2011 - 8492010 - 371
    40. 40. From the readers….“I was intrigued by the idea ofkeeping the wolves away from the door”, -In-house attorney Plus…high ratings from Baxter Research
    41. 41. Kathleen Click to edit Master text styles Made me • Second levelwear this • Third level silly hat  Fourth level o Fifth level
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