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IT’S A NEW BRAND WORLD
A CASE STUDY OF THE “FUTURE OF MARKETING” TODAY
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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
INADEQUATE ANALYTICSINUNDATED CHANNELS & UNINFORMED STRATEGY
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!
ALIGNING BUYER BEHAVIOR TO VALUE
THE MARKETING CHALLENGE TODAY
UNINSPIRED CONTENTAND CREATIVE
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
UNINSPIRED CONTENTAND CREATIVE
INADEQUATE ANALYTICSINUNDATED CHANNELS & UNINFORMED STRATEGY
ALIGNING BUYER BEHAVIOR TO VALUE
THE MARKETING CHALLENGE TODAY
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
ALIGNING BUYER BEHAVIOR TO VALUE
THE MARKETING CHALLENGE TODAY
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
BRAND PROMISE & CREATIVE EXPRESSION
BEGIN WITH THE END IN MIND
PERSONA ENHANCEMENT
CONTENT STRATEGY
MEASUREMENTCAMPAIGN STRATEGY
DEVELOPMENTPLAN
MARTECH
BRAND PROMISE & CREATIVE EXPRESSION
We need to • attract • engage and• delightclients all the timeusing relevant, arrestingcreative matched with dataand driven by technology.
BRANDING GO-TO-MARKET
BEGIN WITH THE END IN MIND
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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
AN EXISTENTIAL CRISIS
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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
AN EXISTENTIAL CRISIS
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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AN EXISTENTIAL CRISIS
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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)
AN EXISTENTIAL CRISIS
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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
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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
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HOW THIS RELATES TO YOUR FIRM
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
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HOW THIS RELATES TO YOUR FIRM
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
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
A baseline for measurement
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A DISCIPLINED SOLUTION FOR THE ABA
EXISTING COMMUNICATIONS
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BRAND EQUITY ANALYSIS
COMMUNICATIONS REVIEW
CONTACT LIST ANALYSIS
EMAIL AUDIT UX & ANALYTICS REVIEW
TECHNOLOGY REVIEW
EXTERNAL QUALITATIVE RESEARCH
BRAND DEMAND MAPPING
INTERNAL INTERVIEWS
INITIAL OBSERVATIONS: Right idea (Fast Track), bad
execution Competing on price, not value Tone of voice impersonal as is the
image
A DISCIPLINED SOLUTION FOR THE ABA
EXISTING COMMUNICATIONS
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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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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
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!
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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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.
BRAND EQUITY ANALYSIS
COMMUNICATIONS REVIEW
CONTACT LIST ANALYSIS
EMAIL AUDIT UX & ANALYTICS REVIEW
TECHNOLOGY REVIEW
EXTERNAL QUALITATIVE RESEARCH
BRAND DEMAND MAPPING
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
A DISCIPLINED SOLUTION FOR THE ABA
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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.
BRAND EQUITY ANALYSIS
COMMUNICATIONS REVIEW
CONTACT LIST ANALYSIS
EMAIL AUDIT UX & ANALYTICS REVIEW
TECHNOLOGY REVIEW
EXTERNAL QUALITATIVE RESEARCH
BRAND DEMAND MAPPING
INTERNAL INTERVIEWS
NGSSHUB
ABA
PUBLIC SITE
CSL
LEARNING CENTER
ContentUpdates
AMS
E-COMMERCE
RESOURCES
LEARNING CENTER
CUSTOMER SERVICE
MEMBERSITE
A DISCIPLINED SOLUTION FOR THE ABA
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Recent research was available that led to the development of and pricing structure for the New Member Model.
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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BRAND EQUITY ANALYSIS
COMMUNICATIONS REVIEW
CONTACT LIST ANALYSIS
EMAIL AUDIT UX & ANALYTICS REVIEW
TECHNOLOGY REVIEW
EXTERNAL QUALITATIVE RESEARCH
BRAND DEMAND MAPPING
INTERNAL INTERVIEWS
SEARCH
INFLUENCERS
SOCIAL KEYWORD SEARCH
WHERE IS THE CONVERSATION OCCURRING?
A DISCIPLINED SOLUTION FOR THE ABA
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BRAND EQUITY ANALYSIS
COMMUNICATIONS REVIEW
CONTACT LIST ANALYSIS
EMAIL AUDIT UX & ANALYTICS REVIEW
TECHNOLOGY REVIEW
EXTERNAL QUALITATIVE RESEARCH
BRAND DEMAND MAPPING
INTERNAL INTERVIEWS
SEARCH
INFLUENCERS
SOCIAL KEYWORD SEARCH
WHAT FORMS IS IT TAKING?
SCOPE OF WORK: PHASE I ONBOARDING
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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?
HOW THIS RELATES TO YOUR FIRM
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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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ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
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A campaign that will only follow those who show interest in the organization.
ATTENTION-EARNING ADVERTISING
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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ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
She is excited to update her profile with her new job 62
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ATTENTION-EARNING ADVERTISING
ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
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ATTENTION-EARNING ADVERTISING
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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
ATTENTION-EARNING ADVERTISING
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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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