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KEYS TO
COMMUNICATING
ABOUT
COLLABORATIVE
PRACTICE
A P R I L 2 6 , 2 0 1 4
COMMUNICATING ABOUT COLLABORATIVE
Collaborative Family Law Group of San Diego’s
organizational goals:
 Educate the target audience about Collaborative Divorce
 Increase traffic to the website
 Increase membership in the group
 Increase the potential for case leads
COMMUNICATING ABOUT COLLABORATIVE
Collaborative Family Law Group of San Diego decision:
 Increase group’s communication efforts
 Hire outside expert to assist
 Assess members to cover costs
 Group hired Gayle Lynn Falkenthal, APR, Falcon Valley Group
COMMUNICATING ABOUT COLLABORATIVE
Expose a greater number of San Diegans considering
divorce to the Collaborative model by:
 Increasing traffic to the website
 Securing exposure in traditional media channels
 Placing and sharing information via social media channels
COMMUNICATING ABOUT COLLABORATIVE
Strategic Communication Plan:
 Determine the target audience
 Determine how to reach this audience
 Using content management to generate web traffic, search
results, and establish subject matter expertise
 Support with media relations
 Support with social media
COMMUNICATING ABOUT COLLABORATIVE
Strategic Communication Plan:
 Audience: Upscale, educated adults, 35-65, with children and
asset in San Diego area
 Highly online literate
 Use online resources to gather and assess information via
search
 Social media consumers
COMMUNICATING ABOUT COLLABORATIVE
COMMUNICATING ABOUT COLLABORATIVE
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
 Users in 2014*
10,139 (125% increase)
 Sessions in 2014*
11,537 (82% increase)
 Page views in 2014*
22,967 (43% increase)
 *increase from July 2012-June 2013, last 12 month period before blog
added
COMMUNICATING ABOUT COLLABORATIVE
COMMUNICATING ABOUT COLLABORATIVE
• Organic Search increase (people using Google, Yahoo,
Bing): 160.49%
• Referral Traffic increase (links from other websites, social
media):770.92%
 Direct Traffic increase (website typed in, clicked from
email or PDF): 151.69%
COMMUNICATING ABOUT COLLABORATIVE
In San Diego County (3.25 million people):
 Daily Newspaper Circulation: 250,678 Daily; 409,796 Sunday
 Top Rated Local TV Newscast: 75 - 100,000 people
 Top Rated Radio Morning News: 50 – 75,000 people
 Facebook: 1.2 million people
 Married adults, 35 and up: 510,000
 46 percent of all adults read blogs more than once a day
COMMUNICATING ABOUT COLLABORATIVE
COMMUNICATING ABOUT COLLABORATIVE
 82 percent of consumers enjoy reading relevant content from company
blogs
 70 percent of consumers learn more about a company through its
blog, instead of advertising
 61 percent of Americans have made a purchasing decision based on a
blog post
 60 percent of consumers feel positive about a company after reading
its blog page
 57 percent of companies who blog weekly acquired a customer using
their blog
COMMUNICATING ABOUT COLLABORATIVE
News media increasingly turn to websites and blogs to
gather information and find contacts for interview
97 percent of all journalists says it is crucial for a company
or organization to have online news information
More than half of all journalists visit online newsrooms once
a month, and 45 percent visit at least once a week.
Main reasons that journalists visit online newsrooms: to get
PR contacts, news releases and information on breaking
news.
COMMUNICATING ABOUT COLLABORATIVE
Top Blog Posts for 2014:
 Nine Tips for Deciding Fair Spousal Support
Robin DeVito
 Ten Golden Rules for a Good Divorce Constance Ahrons
 Top 9 Collaborative Divorce Tips Shawn Weber
 Claiming Head of Household Status Alex Kwoka
 Collaborative Divorces Save Money Sandra Morris
COMMUNICATING ABOUT COLLABORATIVE
Internal Results:
 Increase in visibility = group legitimacy and
prestige
 Increase in member confidence
 Increase in membership
 Leads can be difficult to track, but search
results position you to capture leads
COMMUNICATING ABOUT COLLABORATIVE
Keys to Success
Establish a realistic budget: money AND time
Members contribute effort via blog posts,
information, feedback, guidance
Social media support: all members must participate
COMMUNICATING ABOUT COLLABORATIVE
Thank you for your attention
Questions? Feedback?
gayle@falconvalleygroup.com
619-997-2495
SWeber@bravewebermack.com
858-345-1616

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Keys to Communicating About Collaborative Practice

  • 2. COMMUNICATING ABOUT COLLABORATIVE Collaborative Family Law Group of San Diego’s organizational goals:  Educate the target audience about Collaborative Divorce  Increase traffic to the website  Increase membership in the group  Increase the potential for case leads
  • 3. COMMUNICATING ABOUT COLLABORATIVE Collaborative Family Law Group of San Diego decision:  Increase group’s communication efforts  Hire outside expert to assist  Assess members to cover costs  Group hired Gayle Lynn Falkenthal, APR, Falcon Valley Group
  • 4. COMMUNICATING ABOUT COLLABORATIVE Expose a greater number of San Diegans considering divorce to the Collaborative model by:  Increasing traffic to the website  Securing exposure in traditional media channels  Placing and sharing information via social media channels
  • 5. COMMUNICATING ABOUT COLLABORATIVE Strategic Communication Plan:  Determine the target audience  Determine how to reach this audience  Using content management to generate web traffic, search results, and establish subject matter expertise  Support with media relations  Support with social media
  • 6. COMMUNICATING ABOUT COLLABORATIVE Strategic Communication Plan:  Audience: Upscale, educated adults, 35-65, with children and asset in San Diego area  Highly online literate  Use online resources to gather and assess information via search  Social media consumers
  • 13.  Users in 2014* 10,139 (125% increase)  Sessions in 2014* 11,537 (82% increase)  Page views in 2014* 22,967 (43% increase)  *increase from July 2012-June 2013, last 12 month period before blog added COMMUNICATING ABOUT COLLABORATIVE
  • 14. COMMUNICATING ABOUT COLLABORATIVE • Organic Search increase (people using Google, Yahoo, Bing): 160.49% • Referral Traffic increase (links from other websites, social media):770.92%  Direct Traffic increase (website typed in, clicked from email or PDF): 151.69%
  • 15. COMMUNICATING ABOUT COLLABORATIVE In San Diego County (3.25 million people):  Daily Newspaper Circulation: 250,678 Daily; 409,796 Sunday  Top Rated Local TV Newscast: 75 - 100,000 people  Top Rated Radio Morning News: 50 – 75,000 people  Facebook: 1.2 million people  Married adults, 35 and up: 510,000  46 percent of all adults read blogs more than once a day
  • 17. COMMUNICATING ABOUT COLLABORATIVE  82 percent of consumers enjoy reading relevant content from company blogs  70 percent of consumers learn more about a company through its blog, instead of advertising  61 percent of Americans have made a purchasing decision based on a blog post  60 percent of consumers feel positive about a company after reading its blog page  57 percent of companies who blog weekly acquired a customer using their blog
  • 18. COMMUNICATING ABOUT COLLABORATIVE News media increasingly turn to websites and blogs to gather information and find contacts for interview 97 percent of all journalists says it is crucial for a company or organization to have online news information More than half of all journalists visit online newsrooms once a month, and 45 percent visit at least once a week. Main reasons that journalists visit online newsrooms: to get PR contacts, news releases and information on breaking news.
  • 19. COMMUNICATING ABOUT COLLABORATIVE Top Blog Posts for 2014:  Nine Tips for Deciding Fair Spousal Support Robin DeVito  Ten Golden Rules for a Good Divorce Constance Ahrons  Top 9 Collaborative Divorce Tips Shawn Weber  Claiming Head of Household Status Alex Kwoka  Collaborative Divorces Save Money Sandra Morris
  • 20. COMMUNICATING ABOUT COLLABORATIVE Internal Results:  Increase in visibility = group legitimacy and prestige  Increase in member confidence  Increase in membership  Leads can be difficult to track, but search results position you to capture leads
  • 21. COMMUNICATING ABOUT COLLABORATIVE Keys to Success Establish a realistic budget: money AND time Members contribute effort via blog posts, information, feedback, guidance Social media support: all members must participate
  • 22. COMMUNICATING ABOUT COLLABORATIVE Thank you for your attention Questions? Feedback? gayle@falconvalleygroup.com 619-997-2495 SWeber@bravewebermack.com 858-345-1616