ABC FIRM MARKETING PLAN - 2008

Direct Marketing
Indirect Marketing

Timing

Jan-Mar

Apr-Jun

Jul-Sep

Oct-Dec

Q1
2008

Q2
2008

Q3
2008

Q4
2008

Responsible
Person

Total

FIRM LEVEL
EXISTING CLIENT DEVELOPMENT
Client Activities
* initiative
* initiative
Other Goal
* initiative
* initiative

Q2
Monthly

Mktg Dept
All partners

$
$

$
$

$
$

$
$

$
$

NOV
NOV

$
$

$
$

$
$

$
$

$
$

OCT

$
$

$
$

$
$

$
$

$
$

Feb/Mar
Late April

$
$

$
$

$
$

$
$

$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

INFLUENTIAL PEOPLE
Referral Source Activities
* initiative
* initiative
Other Goal
* initiative
* initiative

NEW BUSINESS DEVELOPMENT

Goal
* initiative
* initiative
* initiative

ABC FIRM MARKETING PLAN - 2008

Direct Marketing
Indirect Marketing

Timing

Jan-Mar

Apr-Jun

Jul-Sep

Oct-Dec

Q1
2008

Q2
2008

Q3
2008

Q4
2008

Responsible
Person

Total

MARKETING INFRASTRUCTURE
Identity
* Project
* Project
Individual Marketing Plans
* Develop and implement for all partners and
associates
Training
* Project
* Project
Public Relations
* Project
* Project
Firm Communications
* Holiday greetings
> postage
* Newsletter (purchase or development cost)
> postage
* E-Newsletter subscription
Print Collateral
Firm Brochure
* Writing/Design
* Printing
Website
Project Management
* site map, art direction, content coordination, etc.
Copy Writing/Editing
* list pages
Design
* Design costs
* Artwork cost (photograph licences, photography,
* etc)
SEO work
* Postcard to announce new website - design costs
> printing
> postage
Credentials and Key Client Criteria
* Experience database
* Key Client Evaluation: Client Selection Groundwork,
ID what constitues a "Great Client"
Customer Service Feedback
* Client Satisfaction Survey: diagnostic & marketing
tool; third party development/tabulation costs
> printing
> postage
Discretionary Budgets
* Principals/Owners
* Associates/Staf

SEP-OCT
SEP-OCT

$
$

$
$

$
$

$
$

$
$

NOV, JAN
quarterly

$
$

$
$

$
$

$
$

$
$

Q4
on-going

$
$

$
$

$
$

$
$

$
$

Aug - Dec
Quarterly

$
$
$
$
$

$
$
$
$
$

$
$
$
$
$

$
$
$
$
$

$
$
$
$
$

Q4
Q4

$
$

$
$

$
$

$
$

$
$

SEP-JAN

Q4

Q3&4
Q4
annual
Q1

$
$
$
$
$
$

$
$
$
$
$
$

$
$
$
$
$
$

$
$
$
$
$
$

$
$
$
$
$
$

NOV-DEC
Q3, 2008 or
Q2, 2009

$
$

$
$

$
$

$
$

$
$

Q2

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

OCT-FEB

annual
annual
SUBTOTAL FIRM

Mktg Dept &

each
professional

ABC FIRM MARKETING PLAN - 2008

Direct Marketing
Indirect Marketing

Timing

Jan-Mar

Apr-Jun

Jul-Sep

Oct-Dec

Q1
2008

Q2
2008

Q3
2008

Q4
2008

Responsible
Person

Total

PRACTICE AREA #1
EXISTING CLIENT DEVELOPMENT
* Initiative
* Initiative

on-going

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$
$
$
$
$
$
$

$
$
$
$
$
$
$
$

$
$
$
$
$
$
$
$

$
$
$
$
$
$
$
$

$
$
$
$
$
$
$
$

Practice Area Team Meetings

Print Collateral
* Specialized team bios
* Compelling practice area materials (brochure
inserts, case studies, experience, approach)

$
$

$
$

$
$

$
$

$
$

INFLUENTIAL PEOPLE
Referral Source Activities
* Initiative

NEW BUSINESS DEVELOPMENT

Target & Call Upon
* Initiative
* Initiative
Trade Association Visibility
* Association involvement/dues & meeting fees
* Sponsorships/contributions
* Tradeshows/conferences sign-up fees
> materials development, printing
> booth/display graphics
> prizes, giveaways, other
> shipping
* Trade publication articles (ghostwriting)

MARKETING INFRASTRUCTURE

> printing
Testimonial Development
* Acquire testimonials from clients for print and web

RESEARCH & DEVELOPMENT

Education and Training
* Courses/programs
Subscriptions
* Publications
Process Development
* Intiative
SUBTOTAL PRACTICE AREA

ABC FIRM MARKETING PLAN - 2008

Direct Marketing
Indirect Marketing

Timing

Jan-Mar

Apr-Jun

Jul-Sep

Oct-Dec

Q1
2008

Q2
2008

Q3
2008

Q4
2008

Responsible
Person

Total

PRACTICE AREA #2
EXISTING CLIENT DEVELOPMENT
* Initiative
* Initiative

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

$
$
$

Practice Area Team Meetings

Print Collateral
* Specialized team bios
* Compelling practice area materials (brochure
inserts, case
studies, experience, approach)
Testimonial
Development

$
$

$
$

$
$

$
$

$
$

* Testimonials from clients for print and web

SUBTOTAL PRACTICE AREA

TOTAL MARKETING BUDGET

INFLUENTIAL PEOPLE
Referral Source Activities
* Initiative

NEW BUSINESS DEVELOPMENT

Target & Call Upon
* Initiative
* Initiative
Trade Association Visibility
* Association involvement/dues & meeting fees
* Sponsorships/contributions
* Tradeshows/conferences sign-up fees
> materials development, printing
> booth/display graphics
> prizes, giveaways, other
> shipping
* Trade publication articles (ghostwriting)

MARKETING INFRASTRUCTURE

RESEARCH & DEVELOPMENT

Education and Training
* Courses/programs
Subscriptions
* Publications
Process Development
* Intiative