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