Uncovering the Knowledge Hub of a Power House Estate Attorney
Outsourced CME Provides Top San Diego Law Firm With Creative Marketing and Communications Strategy and Boosts Annual Event Attendance
Outsourced CME Provides Top San Diego Law Firm With Creative Marketing and Communications Strategy and Boosts Annual Event Attendance
“At Geiger Law, we take pride in delivering estate plans that are tailored to the personal needs of each individual client, and that tailored focus is what, initially, helped grow our business. We’ve always seemed to be pretty strong at sharing our knowledge base through our website and locally in the community, but our marketing bandwidth was limited and wanted to maximize ROI with promotions for some of our signature events that we host. I kept thinking about outsourcing but wasn’t sure if it was right for me and never really had the time or budget to invest. With more time running out, I realized my marketing problems weren’t going to solve themselves, so I decided to pull the trigger and luckily met Susie Hays.
She quickly provided a comprehensive tactical marketing plan to help secure registrations, build awareness and boost alliances, over a three month period, delivering a record-breaking event attendance not one, but TWO years in a row. The reach of her social media strategy was so incredible it touched my long lost mentor prompting him to surprise me at our Symposium event! And, the cherry on top? Susie’s PR efforts! She secured several media appearances for me at local radio shows, cable companies and our local NBC news station to boot.”
Brenda Geiger J.D.,
Founder and Managing Attorney,
Geiger Law Office P.C.
As an expert in Trusts, Estate Planning, Elder Law and Asset Protection, Geiger Law Office takes the time to develop the best course of action for their clients and their families. Geiger Law does not provide one-size-fits-all trusts, estate plans, or business succession plans. Instead, they concentrate on developing estate plans that suit the personal needs of their clients, a trust that protects their client’s children in the best way possible, and/or a business succession plan that suits their client’s organization’s needs. Tax laws inevitably change, and family dynamics and financial circumstances also change over time. As a result, Geiger Law has designed a unique annual maintenance plan to help ensure their plan will work when it needs to. With such a tailored client focus, Geiger Law firm has grown into one of the leading Estate Planning and Elder Law firms in San Diego County.
Brenda Geiger, J.D., the firm’s managing attorney, embraces marketing and communications as tools to help grow their business. Geiger Law has done a great job of sharing their knowledge and expertise through a central hub of information both online and through local events in San Diego. However, their marketing bandwidth was limited. What the team needed was a creative marketing leader in aligning their brand across each online platform better, build tools into their platforms to drive traffic, expand their recognition, build new business relationships and to develop a visionary promotional plan for the firm’s prestigious symposium event.
Brenda and her firm engaged me, Q2Mark’s contract Chief Marketing Executive and founder, to lead tactical Trust & Estate Symposium event promotion. While working on strategy and deliverables, Susie provided consultation to build and expand the values, visions, awareness, alliances, and a concrete positioning of Geiger Law Firm in the Trusts & Estate field.
In many cases, potential clients and business leads don’t know what they are looking for until an idea, solution, or valuable piece of information is right in front of them. Working with Brenda, the firm’s intellectual value was clear through the vertical understanding of the field they served, and their positive relationships with their current client base. I worked to deliberately capitalize on this by implementing a sound social media and marketing strategy that packaged the Trust & Estate content in a way that was specifically designed to engage, educate and resonate with target markets on several different platforms: social media marketing, email, print advertising, press releases, video marketing and through TV and radio show appearances.
To build professional connections and reach target markets that the Trusts & Estate Symposium event benefited, I spent a portion of time researching and building a database of litigation attorneys, real estate attorneys, financial wealth management advisors, and certified public accountants.
Once compiled, my Q2Mark team and I worked to connect with the professionals and their firms through Facebook, Twitter, and LinkedIn. Tactically, LinkedIn proved to be an important platform to work with, as I was looking to connect Brenda with new contacts on a professional level. Past initial contact engagement through Brenda’s account, I identified key professional groups to join and engage with. Also, I pushed tailored posts to publication on LinkedIn Pulse.
The annual Trusts & Estates event is more than just a gathering of professionals; it is an event for furthering education that Brenda herself created to equip CPAs, attorneys, and those in wealth management that touch Trust & Estate topics to serve their clientele better.
To begin, I researched and contacted local organizations for CPAs, wealth management groups, and attorneys in the local San Diego area with special promotional incentive offers to register for the upcoming Trusts & Estate Symposium 2016. Next, I developed and executed campaigns and promotional tactics.
Threaded into the overarching social media strategy was a secondary campaign plan that packaged Symposium related promos to included giveaways of Trust & Estate books published by Brenda, highlights of Symposium presenters and their topics, continuing education credit hours for professionals and exclusive pricing specials. I also developed specialized videos utilizing the previous year’s Symposium presentations as a sneak peek into the event value and driving leads to the www.geigerlawoffice.com website and specially designed EventBright landing page encouraging registration.
Another signature event the firm holds is their Star Wars movie premiere event surrounding the excitement of the release surrounding each new installment of the series. For the second annual event, the firm teamed up with the American Cancer Society to raise awareness and funds in support of colon cancer, a disease that took Brenda’s father when she was just 19.
Using the event as lead generation and awareness, I developed a full campaign plan including social media, email marketing, PR and press releases to drive TV/radio appearances and an EventBright landing page housing all event information. This is another strategic marketing plan helping to drive connections with a new audience niche in the greater San Diego Community.
“Susie is always prompt, always available and always providing extra insight, work and results. Your investment in Susie is an added value you didn’t know you or your business was missing.”
Brenda Geiger J.D.,
Founder and Managing Attorney,
Geiger Law Office P.C.
With Q2Mark, I brought creative marketing and consulting services that cemented the firm’s field position, boosted alliances, and left behind a toolkit of resources and tactics for continued business success. Oh, did I forget to mention the fantastic Symposium promotional success? Let’s read on, shall we?
Extensive PR and media outreach resulted in securing several opportunities for Brenda through guest appearances and interviews with local media. It was a GREAT way to see her in action and really helped build the case for estate planning and her firm, Geiger Law, and a huge boost in awareness for all of her signature events. Brenda has appeared on: It’s Your Money and Your Life! Radio show, Transition Radio with Don Meredith and Paula Shaw, Silver Hair Tsunami with Steve Sexton, American Dream with Craig Sewing and NBC 7 San Diego news among others.
I covered all touch points ensuring the Star Wars Premiere promotion would increase the awareness of Geiger Law and their goodwill in the community tying in cancer support. Furthermore, I helped share Brenda’s story in a way that audiences and potential clients will relate to – a young girl who lost her father too young to a terrible disease, but turned that tragedy into a triumph and now uses her resources to help others.
Media Boost – Check!
Record Attendance – Check!
The Trusts & Estate Symposium 2016 saw a 200% boost in attendance from the previous year’s event. Talk about turnout!
I’ve been working with Brenda and her firm for a couple of years now, helping produce some of the most successful signature events in Q2Mark’s history, which, much to our excitement, hasn’t gone unnoticed. Geiger Law Firm was selected as a finalist for Marketer of the Year for GREAT Legal Marketing! The organization and judges review application forms from candidates all over the country, telling stories of excellence, integrity, achievement, and creativity.
“We saw a huge success with Susie’s social media strategy and tactics and are proud to share the following results:
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