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This sample marketing plan was created with Marketing Plan Pro software.

LATA is specifically targeting the small- and mid-size law firms because they are the most likely to use a temp service consistently.  LATA's  strategy for marketing its service will be based on different forms of communication:

  1. Advertisements in the bar journal. All attorneys that are licensed to practice in the state get the bar journal and frequently refer to the bar journals classified section for job related information. The bar journal is the number #1 source for reaching the legal community.
  2. Advertisements in the Yellow Pages. The Yellow Pages are a typical resource that people use when searching for specific things.
  3. Website. LATA is developing a website that highlights the different services that it offers. The website will be found using common terms in a search engine.
  4. General networking. Because LATA's president is an attorney, he will be networking with fellow attorneys at functions such as continuing legal education seminars (CLE).


The Legal Associates Temp Agency's mission is to provide the customer with legal professionals for whatever needs they may have. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

  • Increase repeat customers by 7% per quarter.
  • Decrease customer acquisition costs by 8% per year.
  • Increase visibility as evidenced by a decrease in marketing expenses as a function of sales.

Financial Objectives

  • Reduce training costs by 7% a year through experience efficiencies.
  • Increase profit margins by 3% a year.
  • Realize at least a 9% increase of sales per month for the first 18 months.

Target Markets

LATA's customers can be divided into two groups:

  • The first group consists of mid-size law firms. These firms have between seven and 15 attorneys. These firms will need help on a project occasionally, typically for a limited duration.

    The firm would contact a temp agency such as LATA and bring on the temp attorney to help out with the project. The temp attorney would typically assist with case instead of taking it over.

  • The second group is small-law firms. These are solo practioners or firms up to six attorneys.

    They might have a client who brings them a case that they did not have the time for but they do not want to turn away. They get the client's consent to use an attorney that is not formally a part of the firm, hire a temp attorney, and allow the temp to take care of the case while they have a limited supervisory role.

In addition to these two groups there might be other miscellaneous customers that do not fit neatly into a segment.


LATA will position itself as the premier legal temp agency in the Denver area. Denver law firms will appreciate the qualified, trained attorneys who are ready to immediately join a project and be productive. LATA will leverage its competitive edge to achieve this positioning:

  • LATA's competitive edge is its concentration on the legal market, specifically attorneys. While concentrating on such a narrow skill set reduces the overall market size, it allows LATA to better serve those customers that are within this space. Concentrating on a specific profession will allow LATA to offer a higher level of service and attention than a general temp agency could offer. This higher level of service will be translated into a more predictive screening process for choosing attorneys.

    Using Steve's experience as a practicing attorney, as well as cutting edge HR techniques, he will be able to develop a statistically more accurate method of predictive interviews, called structured behavioral interviews. This method of interviewing is statistically more predictive than all other methods. Additionally, Steve's legal background will allow him to develop the behavioral situations that attorneys are likely to encounter.

  • Steve will also be able to add value through the training process that he develops to allow the temp attorney to seamlessly jump into a project and exceed all of the expectations that the firm has. These expectations will be developed through the relationship that LATA forms with the firm when they are entering into a contract with LATA.
  • Although there are a fair amount of attorneys in the Denver market, it is still a close-knit group of professionals. Many attorneys know each other within the community, especially the longer they practice in the area.
  • LATA will have developed instant credibility because of the years of law practice that Steve has under his belt. This credibility will help LATA overcome any initial reluctance a firm might have regarding hiring a temp due to the trust bond that Steve has established while practicing in the Denver community.

Strategy Pyramids

The main objective is the premier temp agency serving the Denver legal community, commanding a majority of market share within the first five years.  The marketing strategy will seek to first create customer awareness regarding the services offered, then develop the customer base, and finally work toward building customer loyalty and referrals.

The message the LATA will seek to communicate is that it offers the highest quality attorney temp agency in the Denver area.  This message would be communicated through a variety of methods.

The first method will be through advertisements in both the local bar journal as well as the Yellow Pages.

A second method of communication will be LATA's website.  The website will be a rich source of information regarding the services offered.

The last method of communication will be networking. Steve was worked in the Denver legal community for 10 years and has established personal/professional relationships with many of the different firms in Denver. Steve will leverage these relationships to develop LATA's customer base.

Marketing Mix

LATA's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. 

  • Pricing: LATA's pricing scheme will be based on a certain profit margin that it is trying to achieve.
  • Distribution: LATA is able to offer its services to any firm in the Denver area.
  • Advertising and Promotion: The most effective efforts will be the use of a website, advertisements, and networking.
  • Customer Service: The mission of LATA is to exceed customer's expectations. This will ensure customer satisfaction.

Marketing Research

During the initial phases of the marketing plan development, Steve held several focus groups with managing partners of several different firms. The purpose of the focus groups was to gain insight into labor decisions that managing partners face on behalf of a firm.

The focus groups were instrumental in collecting valuable information regarding the partner's needs for additional attorneys.  Some of the issues explored were times of the year that additional help is often required, the thought processes partners go through when determining what resources are needed to serve a new project/client, the amount of money they are willing to spend on well-trained temp attorneys, and under what circumstances the firm would consider hiring the temp attorney on as a permanent attorney.

For some of Steve's friends that were unable to attend the focus groups, Steve put together a survey that explored some of the same issues and some new ones in a survey format. Steve was careful to craft a statistically significant and accurate survey.  Steve leveraged his networking contacts to generate a good response for the survey. Both the focus groups and survey provided LATA will invaluable information regarding the market and the customers within the market.

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