IT’S A NEW BRAND WORLD€¦ · The image part with relationship ID rId3 was not found in the file. IT’S A NEW . BRAND WORLD. A CASE STUDY OF THE “FUTURE OF MARKETING” TODAY

The image part with relationship ID rId3 was not found in the file.

IT’S A NEW BRAND WORLD

A CASE STUDY OF THE “FUTURE OF MARKETING” TODAY


THE MARKETING CHALLENGE TODAY(Let’s start with a high-level overview)

ALIGNING BUYER BEHAVIOR TO VALUE

UNINSPIRED CONTENTAND CREATIVE

INADEQUATE ANALYTICSINUNDATED CHANNELS & UNINFORMED STRATEGY

”TRIED AND TRUE” METHODS PUT TODAY’S SELLERS AT A DISADVANTAGE.

▪ Virtually all human knowledge is available online.

▪ Engagement has shifted online, too.

You need to be where your buyers are.

THE MARKETING CHALLENGE TODAY

NEW WEAPONS OF MASS DISTRACTION.

>90%of CMOs plan more content


Too much stuff delivering too little punch

<50%of buyers rate

content valuable

Perhaps your mantra ought to be “do less, better” or “do the minimum the best way possible. We can’t keep this up!




Ogilvy famously said, “You can’t bore people into buying your product or service”

Yet most marketers appear to try

DELETE ME, NOW REMEMBER ME, ALWAYS





Creativity and courage in legal marketing died in 2008, IMHO

UNINFORMED STRATEGY UNINSPIRED CONTENT INADEQUATE ANALYTICS

Tracking metrics that don’t increaseleads or improvevisibility…

Without a plan, you’re just busy

YOU REALLY LIKE ME A BILLION RETWEETS



BEGIN WITH THE END IN MIND

WHAT BUYERS GET WHAT BUYERS WANT

What we deliver to our buyers is too often not:• relevant• attention-earning or• aligned with theirgoals or needs

Most of our communications are gorilla-grams, “Me, me, me!”

PERSONA DEVELOPMENT

CONTENT STRATEGY

CAMPAIGN STRATEGY

DEVELOPMENTPLAN

BRANDING GO-TO-MARKET MARTECH

BRAND PROMISE & CREATIVE EXPRESSION

PERSONA ENHANCEMENT

CONTENT STRATEGY

MEASUREMENTCAMPAIGN STRATEGY

DEVELOPMENTPLAN

BRANDING GO-TO-MARKET MARTECH

DIGITAL ASSETSWebsiteCalculatorsSurveys/ResearchImages & VideoTargeted ContentSEO

OWNED

ADVERTISINGPaid Search/DisplayTelemarketing (Big 4)RemarketingSEMPAID CONTENTSponsored ArticlesPromoted Posts

PAID SHARED

INFLUENCERSCommentsShares/LikesContentSOCIAL CHANNELSBrand CommunitiesRatings SitesBlogosphere

MEDIA RELATIONSInfluencer RelationsEditorial Coverage

EARNED

Use an integrated approach to drive awareness, engagement and client acquisition



PERSONA ENHANCEMENT

CONTENT STRATEGY

MEASUREMENTCAMPAIGN STRATEGY

DEVELOPMENTPLAN

MARTECH


We need to • attract • engage and• delightclients all the timeusing relevant, arrestingcreative matched with dataand driven by technology.

BRANDING GO-TO-MARKET



1. Courage—to re-examine everything you’ve been doing (sponsorships, charitable contributions, advertising, social media, talent)—to be bold (without eyeballs, money is wasted)

2. Discipline—a plan—buy-in—unwavering commitment

3. Yes, a budget but an appropriate one—honestly, a three-year commitment—matched to your goals (or simply change your goals)

THE VERY POSSIBLE DREAM FOR FIRMS OF ALL SIZES

A REAL-LIFE CASE STUDY(Dreams are high, courage falters, life

intervenes, the project goes on)

AN EXISTENTIAL CRISIS

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For years, the ABA was leaching members, a few thousand a year with no end in sight. Even a 400,000 member organization could see the handwriting on the wall. The ABA, increasingly, was perceived as

Irrelevant to senior lawyers and Millennials alikeOf questionable valueOut of touch with today’s

legal market


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In order to retain and grow dues-paying members, the ABA felt it must:

Make the ABA relevant again by surfacing member value, introducing new products and realigning its communication style to today’s lawyers Demonstrate the value the ABA delivers to the growth

of one’s career and of the profession Capture the imagination of lawyers


The only compelling way to signal this change to a new membership model clearly was to blow everything up—with a new brand identity, personality, voice and look and feel.

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Launch (May 1)

Surface existing member value, introduce new products, realign the ABA communication style for connected lawyers, and launch the New Member Model.

Grow (2020)

Create consistent member value via products, content and experiences that are indispensable to lawyers and creative positive buzz in the marketplace.

Establish the ABA as the gold standard for world-class member experience, online and off.

Accelerate (2021)



1. Courage—to re-examine everything you’ve been doing (sponsorships, charitable contributions, advertising, social media, talent)—to be bold (without eyeballs, money is wasted)—QUESTION: If we’re doing fine, why rock the boat? Existential?

HOW THIS RELATES TO YOUR FIRM



85% of new business comes to firms via referrals

15% is utterly new from other sources

Sales

De Novo Referrals



Sales

De Novo Steady Clients Erratic or Dormant

50% of total revenue from steady clients

35% from clients either erratic or sometimes dormant

15% is utterly new from other sources



Sales

De Novo Steady Clients Erratic or Dormant

Worst case scenarios are all too real: Major client is

acquired Legislation or

deregulation kills the golden goose

Market shifts Business is a leaky bucket

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OBJECTIVES

Gain insight on goals, audiences and opportunities as viewed by senior internal stakeholders, including Board members, and staff leadership.

BRAND EQUITY ANALYSIS

COMMUNICATIONS REVIEW

CONTACT LIST ANALYSIS

EMAIL AUDIT UX & ANALYTICS REVIEW

TECHNOLOGY REVIEW

EXTERNAL QUALITATIVE RESEARCH

BRAND DEMAND MAPPING

INTERNAL INTERVIEWS

A DISCIPLINED SOLUTION FOR THE ABA

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Net Promoter Score survey discovers public opinion and sentiment about the organization as it is expressed across digital channels.

Brand perception and loyalty

Drivers of pos/neg opinion.

Areas of strength and weakness to inform strategy





TECHNOLOGY REVIEW



INTERNAL INTERVIEWS


A baseline for measurement



EXISTING COMMUNICATIONS

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TECHNOLOGY REVIEW



INTERNAL INTERVIEWS

INITIAL OBSERVATIONS: Right idea (Fast Track), bad

execution Competing on price, not value Tone of voice impersonal as is the

image


EXISTING COMMUNICATIONS

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TECHNOLOGY REVIEW



INTERNAL INTERVIEWS


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TECHNOLOGY REVIEW



INTERNAL INTERVIEWS


WHO ARE OUR MEMBERS?

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100% of new member marketing was executed through email.

70%+ of the email was proven to be caught in spam filters because the ABA sent out 3,000,000 or more emails each year!





TECHNOLOGY REVIEW



INTERNAL INTERVIEWS


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User experience of those emails and the website experience confirmed a dramatic disconnect between the communication goals of the ABA and its members and prospective members.





TECHNOLOGY REVIEW



INTERNAL INTERVIEWS

People

Design

BusinessConsumers,End users

Visual Design, Aesthetics

Vision, Goals,Demographic

Analysis

Branding, Marketing

Ideation, Design Research

TechnologyFunctionality, Engineering Development Feasibility,

Performance

Human factors, Ergonomics

Efficiency, Logic Relevance

ReliabilityValidity

Usability Testing

User Experience


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Site was designed and launched before any strategy was laid down. A typical technology stack, having

grown like Topsy Bickering and bureaucracy among the

IT team created chaos At launch, little worked well. No bills

could be sent out. The Member Portal could not be achieved. Etc. Etc.





TECHNOLOGY REVIEW



INTERNAL INTERVIEWS

NGSSHUB

ABA

PUBLIC SITE

CSL

LEARNING CENTER

ContentUpdates

AMS

E-COMMERCE

RESOURCES

LEARNING CENTER

CUSTOMER SERVICE

MEMBERSITE


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Recent research was available that led to the development of and pricing structure for the New Member Model.





TECHNOLOGY REVIEW



INTERNAL INTERVIEWS


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TECHNOLOGY REVIEW



INTERNAL INTERVIEWS

SEARCH

INFLUENCERS

SOCIAL KEYWORD SEARCH

WHERE IS THE CONVERSATION OCCURRING?


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TECHNOLOGY REVIEW



INTERNAL INTERVIEWS

SEARCH

INFLUENCERS

SOCIAL KEYWORD SEARCH

WHAT FORMS IS IT TAKING?

SCOPE OF WORK: PHASE I ONBOARDING


Do your communications follow these rules?Actually, we’re not even going to address consistency which is the lowest rung on the ladder. Ask yourselves:• Quick, three seconds! What’s your takeaway? Why should I care?• Do we appear important, confident and a leader?• Does our work reflect our brand promise and business goals?• Are we approachable, human?• Is our work scannable, engaging and “delightful”?

Do you really know your buyers as individuals? Are you writing and designing to them…or to anyone who you hope will listen?

Is your technology working actively for you (not just proposals)? Do you know how you fit into the online conversation?


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Support the four goals of the ABA. Focus on the entire publishing content colossus that is

the ABA to help members be better lawyers (Serve our members)…

and improve the management of their practice and business (Improve our profession).

Emphasize the goal of increasing diversity (Eliminate bias and enhance diversity)

All that inspires lawyers’ pride in the legal profession and pride in the ABA (Advance the rule of law).

LAUNCH THE NEW MEMBERSHIP MODEL

COMMUNICATION IMPERATIVES

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FROM TOABA-Centric

Old, Big, Slow

One Choice Among Many

Massive, Siloed

Member-Centric

Contemporary, Connected, Dynamic

The Clear Choice

Nimble, Coordinated for Me

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A New IdentityThe Old ABA Is Now New Again

TM

THE ABA TODAY

A tortured solutionas everything “pools”at the top.

Association name is too small for the logo

1X

2X

A NEW IDENTITY

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Consistent Brand UsageThe New Brand Must Appear Across All Our Communications

TM

DOZENS OF LOGOS NOW RUN RIOT OVER THE BRAND, COMPETING WITH THE BRAND ITSELF

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A COMPLETE STATIONERY SUITE

CONSISTENT PLACEMENT OF EACH ELEMENT, INCLUDING LETTER

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A complete stationery suite

CONSISTENT ACROSS ALL STAFF

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Harmonization of all section, divisions, etc. in alpha order

TM

TM

TM

TM

TM

TM

TM

TM

TM

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CODIFIED INTO A BRAND STANDARDS GUIDE

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TO UNDERSTAND CORRECT AND INCORRECT USAGE

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TO UNDERSTAND CORRECT AND INCORRECT USAGE ABA ONLY

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FONTS

TM TM

Abby’s Story A Journey to ABA Membership

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AUDIENCE SEGMENTS FROM RESEARCH

STUDENT 5-9yrs 10+yrsNEW TO

PROFESSION SOLOSMALL FIRM

FULLFIRM

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STUDENTS, NEW LAWYERS AND SOLOS WERE PRIORITIES

GO-TO-MARKET STRATEGY

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In 2019, the ABA will be always on, always relevant, and always engaging its members, in various ways, on their terms.

GO-TO-MARKET STRATEGY

AWARE CONSIDER INTEREST SIGN UP EXPERIENCE USE CHAMPIONJOURNEY

INSPIRE SET APART BE RELEVANT MOTIVATE PERSONALIZE BE USEFULDRIVE WORD

OF MOUTHOUR ROLE

AbsorbingLearning

ShortlistingTalking

Register for info Connect via social

Calculating value

Shaping strong first

impressions

Take CLENetworking

Advance career

Share experience

online and off

AUDIENCE BEHAVIOR

What do I need?

What’s out there?

What’s right for me?

Is joining worth it?

Is it easy/personalized?

Am I getting value?

Should I recommend?

AUDIENCEATTITUDE

Word of mouthAdvertising

Word of MouthSearch

Reviews

ABA web/socialRetargeting

WebsiteEmail

Telemarketing

EmailDirect mail

DigitalPrint/DMIn person

SocialWord of mouth

MEDIA INFLUENCES

Brand recallSearch visibility

SentimentInteractions

Collect email address

Conversion rate

Fill out myABA profile

Interaction rates SentimentMEASURES

Lookalikeaudiences

Browsing history

Email addressMail address

Phone numberCredit card

LocationsCareer stage

Speciality

Interaction HistorySurveys

Net promoterscore

VALUABLE DATA

THINKING ABOUT MEMBERSHIP BECOMING A MEMBER STAYING A MEMBER

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THE ANTICIPATED ROADMAP

[NOTE: For continuity, images of Abby should be the same. Contextualizing in this way will require the photos of the same person (stock or original)

Abby is a heavy user of social media 51

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An attention-grabbing campaign that is bold, bright, contemporary (not your father’s ABA) that will appear across multiple channels

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ATTENTION-EARNING ADVERTISING

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56


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A campaign that will only follow those who show interest in the organization.


Abby relies on the web to find answers quickly

National Labor Relations Board hostile work environment.

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ATTENTION-EARNING COMMUNICATIONS

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60

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She is excited to update her profile with her new job 62

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Redesign the CLE section of the site to follow the wisdom of Netflix’ user experience and not the card catalog experience.

Sell with benefit headlines, not labels.

After returning back to the office, Abby does a search for….

Abby’s colleague reminds her to stay on top of CLE 69

After returning back to the office, Abby does a search for….

New Lawyer CLE Requirements Missouri

Abby searches for CLE requirements 70


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Abby is signed up to receive email from the ABA 72

TAILORED, TARGETED EMAILS

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New email standards and guidelines will provide content relevant to Abby.

Abby signs up for ABA membership :) 74

A week later, Abby checks her mail at home 75

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A NEW WELCOME KIT ANDNEW MEMBER CARD

TOP RIGHT PANEL

FLIPS UP

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EACH PANEL FOLDS UPTO REVEAL A NEW BENEFITWHILE THE TOP PANEL STAYSIN FRONT OF THE READER

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Abby uses her membership card to go online 79

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I just joined the Labor & Employment section

Will likes this…asking Abby

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Abby’s Story Beyond the Journey toward retention and engagement

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A CAREER CENTER REIMAGINED

Abby’s Story Abby gets her newly-designed magazines

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MAGAZINES WITHOUT AN OWNER

A FAMILY OF MAGAZINES CLEARLY FROM THE ABA

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The creativity and personality of each publication is left up to the entity as to the cover image and internal layout.

A FAMILY OF MAGAZINES CLEARLY FROM THE ABA

However, we want the banner (masthead) to be consistent across publications.

TM

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A MUCH-RIDICULED (BUT ALSO LOVED) MAGAZINE

TM TMTM

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A CONTEMPORARY MAGAZINE WORTHY OF ITS MEMBERS

TM

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A CONTEMPORARY MAGAZINE WORTHY OF ITS MEMBERS

TM TMTM

Abby’s Story Clear billing makes it easy to engage

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Cleaner, easier to read and focused on benefits, engagement and renewal from the outset.

“A” of A/B test.

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Cleaner, easier to read and focused on benefits, engagement and renewal from the outset.

“A” of A/B test.

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This version is a New Member Welcome.

The renewal version will read “Thank you for renewing your membership.”

Cleaner, easier to read and focused on benefits, engagement and renewal.

Abby’s Story Abby renews her membership

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Documents

IT’S A NEW BRAND WORLD€¦ · The image part with relationship ID rId3 was not found in the file. IT’S A NEW . BRAND WORLD. A CASE STUDY OF THE “FUTURE OF MARKETING” TODAY