Legal Associates Temp Agency
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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:
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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.
LATA's customers can be divided into two groups:
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.
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:
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.
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.
LATA's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
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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