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 $25 million to $50 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, regional and national community.

STRATEGIC PLAN

Despite being inundated with punchy taglines and catchy jingles, the firm owner wanted to approach his marketing in a different way. He wanted to speak directly with the people in his community, with simple, straightforward and effective messaging. Phrases like “We Care,” “Unique as U” and “What If,” were the cornerstone of the messaging, as we helped the firm convey that they weren’t out to get money; rather, the firm was out to treat its clients with respect and attention, making sure they were treated as people first. The intent to profit was present – but it was grounded in the belief that by profiting, the firm could better serve its clients and community.

With the goal of the message established, we approached the plan knowing that the goal was to penetrate the market in a comprehensive way. There was no complete focus on one tactic over another – we were determined to reach people any and every way possible.

EXECUTION

The firm’s marketing strategy was anchored in a moderate budget, strategically allocated to a few high-impact tactics with proven returns. But the true differentiator was the client experience. From the moment someone saw or heard an ad, to their first call, sign-up, welcome kit and final resolution – every touchpoint was thoughtfully designed to reinforce trust and care. CIM Marketing Partners helped shape this end-to-end journey, building the brand one client and one story at a time.

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 45 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, chiropractors, pain clinics, etc. 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 knew 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 fourteen 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 their 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 create the branding and promotion of that show, which has now won several Emmys® for its work.

RESULTS

The results are simple and significant: before our partnership with this firm, they brought in roughly $8 million in revenue with 8 attorneys, and less than 50 staff. Today, more than 14 years later, they are bringing in more than $62 million in revenue, with more than 30 attorneys, and 170 in staff. They have helped thousands of people and recovered more than $2 billion for their clients.

They are proof that your growth dreams are possible with a comprehensive, intentional strategic plan and the right marketing team.