Sample Law Firm Marketing Plan

The following is a sample law firm marketing plan.  This is merely a sample, and for illustration only.  When you are crafting your own marketing plan, you may be a simple or complicated as you like.  It really doesn't matter.  You need to do what works for you and your law firm.  However, what does matter is that you write out your law firm marketing plan, and continue to update it on a regular basis.  Remember the often quoted phrase, "those that fail to plan, plan to fail"!!

1.0    Executive Summary

This is merely a recitation of the principals in the firm, the services that the firm provides, and the market that the firm serves.

2.0    Situation Analysis

The situation analysis portion of the plan is a complex look into the legal market that the law firm serves, including the following:

• A Market Summary
• What is the Target Market?
• Thorough and specific Market Analysis
• Demographics and Location of the ideal client
• Market Needs
• Trends in the Market
• Market Forecast
• Market Growth and Outlook
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
• Competition Analysis
• Services Offered
• Keys to Success
• Other Issues that must be considered

3.0    Legal Marketing Strategy

This section will include the overall marketing strategy of the firm, including the following specific information:

• Mission
• Legal Marketing Objectives
• Financial Objectives and Goals
• The Target Market
• The Law Firm's Positioning strategy - i.e., What is the Firm's "Unique Selling Proposition"
• The Strategy Pyramid - This is more important in larger law firms
• Marketing Mix - Includes different types of legal marketing that the firm will employ

4.0    Financials

An Effective Marketing Plan will include financial goals, including: a break-even analysis, and a projected legal marketing budget.

5.0    Controls

This section of the Marketing Plan will include an implementation calendar (including deadlines and cost estimates), a delineation of who will be responsible for what activities, and a risk analysis, including difficulties and risks in implementing the legal marketing plan, and worst case scenarios.

This is just a sample legal marketing plan.  For additional templates, visit Mplans.com.