Quantum Leap: Building Nevada’s Leading Personal Injury Firm

OBJECTIVE

One of Southern Nevada’s leading personal injury law firms approached CIM Marketing Partners with two main goals: To grow the firm to Nevada’s largest personal injury law firm and increase revenue from $8 million to $25 million. The firm, in business since the early 1980s, had experienced the usual ebb and flow of business and had gone through numerous changes before reaching for strategic marketing partnership and was ready to fully invest in their marketing.

The owner of the firm, a visionary with lots of ideas about the marketing of his firm, wanted to be innovative and strategic in the way he discussed his firm with the Las Vegas, and eventually statewide, community.

EXECUTION

The firm’s marketing strategy was built around a moderate budget, one that supported a few strong marketing tactics with proven results. CIM Marketing Partners was able to negotiate TV, radio and billboard advertising buys that positioned the firm directly in the paths of their intended audiences throughout the city.

The firm also embraced social media, which, in 2011, was still rather new and untested in its effectiveness as a marketing tool. Still, we began creating monthly calendars full of engaging posts meant to keep the firm active on its followers’ timelines. Coupled with email newsletters and a robust website optimized for SEO results, the digital arena was well handled.

With more than 40 years of experience in the legal industry in Las Vegas, the firm’s owner wanted to capitalize on the relationships he and his firm had with other attorneys and referral sources. With that in mind, we created a relationship marketing strategy, which included printed and email newsletters, gifts and frequent touchpoints. This helped to maintain and increase the firm’s reputation, ensuring that when people know someone who had been injured in an accident, whether in their personal or professional lives, they knew to send them to our client.

Throughout the more than thirteen years of working with the client, CIM Marketing Partners helped the firm owner execute many of the ideas he envisioned years before. Together, we created an annual magazine, more than 50-pages of content about the firm, the State and general interest, to be mailed to the firm’s clients and referral sources, including doctors, chiropractors, tow companies and mechanics. We conceptualized and planned a “Referral Stars” program, a gifting program for the firm’s annual top referral sources, as well as a Nevada-centric box of goodies for every person who sent their friends and family our way.

The firm owner decided that helping the injured in the State wasn’t enough to celebrate his love for Nevada. He created a lifestyle and travel television series, highlighting the underrepresented parts of Nevada, outside the glitz and glamour of the Las Vegas Strip. We helped created the branding and promotion of that show, which has now won an Emmy(R) award for its work.