Buckhead Law
Buckhead Law was a small personal injury law firm in Atlanta looking to gain market share within the city’s urban demographic.
Background
Buckhead Law had been handling all of their marketing and advertising in-house before reaching out to WealthWise. The firm had been utilizing cross channel advertising with multiple radio stations and traditional media but did not have a cohesive message or a website that would convert traffic into clients. Their overall brand and message was lost in the crowded marketplace of Atlanta personal injury law, and they needed a solution to bring everything together with a unified marketing strategy.
Where We Started
Our team did a comprehensive deep dive into the demographic that Buckhead Law was looking to target as well as their current business proposition. We identified 3 major brand points we wanted to focus future strategies around:
- 770 Get Paid
- Free Second Opinion
- Get Cash In One Week
Where We Started
Our team did a comprehensive deep dive into the demographic that Buckhead Law was looking to target as well as their current business proposition. We identified 3 major brand points we wanted to focus future strategies around.
- 770 Get Paid
- Free Second Opinion
- Get Cash In One Week
Showing, Not Telling
To build the brand presence we needed to start with high end video content for TV, CTV, YouTube, social media, etc. We began creative meetings with the client to propose several campaign ideas using our brand points.
The selected concept used a “super fan” spokesperson for the firm who was fitting with the target demographic. The spokesperson concept had a long shelf life with endless additional campaign opportunities for the future.
We secured the actor’s exclusive rights for the industry and managed scripts, additional casting and filming to create multi-platform video content.
Building the Brand on the Web
The Original Website
From the Back to the Front
Our team redesigned the entire website from the backend to the frontend user experience. The goal was to have a visually appealing site that was on-brand with all marketing and advertising efforts but also had the ability and the appeal to stand alone. With multiple contact opportunities on all pages, the new site also had the ability to turn even first time visitors into conversions. The optimized backend made sure the new website ranked incredibly high in a competitive market through extensive keyword research.
In less than 6 months visits doubled, then tripled…
Now sustaining a 1,150% increase
2021 Daily Site Visitors
Today
Today we sustain the larger traffic numbers from organic social traffic, display retargeting and organic search.
Hitting the Target
We knew this target audience was consuming a lot of free content. Traditional media like tv sports and fm radio as well as social media became top outlets for our new campaigns.
Social Media
The client’s on-page content was very clearly recycled graphics and memes – there was no personal touch or unique voice. Therefore the profiles had gotten very stale and no one was listening. We used a multipronged approach with original content and targeted ads to kickstart the pages and boost engagements while also collecting leads and driving traffic to the new website.
Radio
Leveraging known local talent, radio ads were re-created to support the new brand and placed appropriately in time slots for this audience. Multiple ads were run to minimize ad fatigue and maximize audience recall.
CTV / OTT
As a whole, the target audience used free options when subscribing to services and therefore were subject to a lot of OTT advertising which we were able to take full advantage of.
Billboards
Meeting our target audience where they were and establishing the new brand meant billboards were part of our ad strategy. Pulling from our geographic and demographic research and knowledge of consumer behavior our team was able to select and secure the best boards.
Pay Per Click
In this industry pay per click ads were critical to get in front of potential clients with a new need. New content and optimized keywords were critical to maximize the budget.
Being Very Social
Content
Our team creates, writes and posts real content as well as engaging with users directly in meaningful ways.
Digital Dividends
We launched a multi-channel digital campaign focused core tactics including search engine marketing (SEM)and targeted display advertising. The combination of these channels have run since 2021. The ability to have such a long-term campaign has allowed us to gain valuable data and make optimizations based on the insights gather from this research. We took the time and opportunity to find the audience and experiment with what creative messaging drives conversions.
The Search & display campaigns have driven an increase in both the phone calls and form fills. Over the last 24 months SEM campaign drove a 5.20% CTR which beat the SEM industry benchmark for legal of 1.35%.
Phone calls saw a 260% increase
Form fills saw a 60% increase
Building the Brand Offline
Branded MARTA Buses Driving Targeted Routes With Internal & External Messaging
Community Events | Yearly Turkey Giveaway, Valentine’s Concert Sponsorship
Results
Our transformative branding and targeted marketing for Buckhead Law has reached millions of potential clients in the Atlanta market, leading to unparalleled business growth.
Still Building
Moving forward, the branded character is being placed in multiple campaigns and making in-person appearances.
New campaigns with original content hitting the major brand points have launched at 3 and 6 month intervals keeping the brand fresh and engagement up.
Ready to scale? Let’s Talk Today!
AGENCY SERVICES
COMMERCIAL & VIDEO PRODUCTION
DIGITAL MARKETING
WEB DESIGN & DEVELOPMENT
GOOGLE ADS
BRANDING
PUBLIC AND MEDIA RELATIONS
SOCIAL MEDIA MARKETING
ALL SERVICES
