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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...
COMMUNICATING ABOUT COLLABORATIVE
Collaborative Family Law Group of San Diego decision:
 Increase group’s communication e...
COMMUNICATING ABOUT COLLABORATIVE
Expose a greater number of San Diegans considering
divorce to the Collaborative model by...
COMMUNICATING ABOUT COLLABORATIVE
Strategic Communication Plan:
 Determine the target audience
 Determine how to reach t...
COMMUNICATING ABOUT COLLABORATIVE
Strategic Communication Plan:
 Audience: Upscale, educated adults, 35-65, with children...
COMMUNICATING ABOUT COLLABORATIVE
COMMUNICATING ABOUT COLLABORATIVE
 Users in 2014*
10,139 (125% increase)
 Sessions in 2014*
11,537 (82% increase)
 Page views in 2014*
22,967 (43% increa...
COMMUNICATING ABOUT COLLABORATIVE
• Organic Search increase (people using Google, Yahoo,
Bing): 160.49%
• Referral Traffic...
COMMUNICATING ABOUT COLLABORATIVE
In San Diego County (3.25 million people):
 Daily Newspaper Circulation: 250,678 Daily;...
COMMUNICATING ABOUT COLLABORATIVE
COMMUNICATING ABOUT COLLABORATIVE
 82 percent of consumers enjoy reading relevant content from company
blogs
 70 percent...
COMMUNICATING ABOUT COLLABORATIVE
News media increasingly turn to websites and blogs to
gather information and find contac...
COMMUNICATING ABOUT COLLABORATIVE
Top Blog Posts for 2014:
 Nine Tips for Deciding Fair Spousal Support
Robin DeVito
 Te...
COMMUNICATING ABOUT COLLABORATIVE
Internal Results:
 Increase in visibility = group legitimacy and
prestige
 Increase in...
COMMUNICATING ABOUT COLLABORATIVE
Keys to Success
Establish a realistic budget: money AND time
Members contribute effort...
COMMUNICATING ABOUT COLLABORATIVE
Thank you for your attention
Questions? Feedback?
gayle@falconvalleygroup.com
619-997-24...
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
Keys to Communicating About Collaborative Practice
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Keys to Communicating About Collaborative Practice

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Learn best practices in public relations including planning, execution and tactics including content management, social media and media relations to reach your target audience.

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Keys to Communicating About Collaborative Practice

  1. 1. KEYS TO COMMUNICATING ABOUT COLLABORATIVE PRACTICE A P R I L 2 6 , 2 0 1 4
  2. 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. 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. 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. 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. 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
  7. 7. COMMUNICATING ABOUT COLLABORATIVE
  8. 8. COMMUNICATING ABOUT COLLABORATIVE
  9. 9.  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
  10. 10. 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%
  11. 11. 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
  12. 12. COMMUNICATING ABOUT COLLABORATIVE
  13. 13. 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
  14. 14. 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.
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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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