SCOPE OF WORK

LAW FIRMS & PROFESSIONAL SERVICES VERTICAL

SCOPES OF WORK & PACKAGES

Draft #1 by Matthew Litt

SCOPE OF WORK
LinkedIn & Other Social Media

Phase 1 ($3,500)
Executive session with firm’s partnership re: objectives and strategy
Audit and report of firm’s and individual attorney existing LinkedIn assets & use
Market research of competing law firms
Live presentation at PPI or offsite:
o fundamentals of LinkedIn capabilities, operations, benefits for law firms
o fundamentals of creating effective LinkedIn firm and attorney profile pages
o fundamentals of creating goal-oriented long-form content
o technical fundamentals of optimizing interactions, posts, analytics
o legal ethics of LinkedIn

Premium Service 1 ($600 per profile)
Create strategic firm and attorney profile pages, including meeting with attorneys to
discuss summary, experience, publications, and other components of page.

Premium Service 2 ($750 per month)
Ongoing management of firm and/or partner(s) account, including ghostwriting of high-
level bi-weekly long-form content.

SCOPE OF WORK
Public Relations
Phase 1 ($3,500)
Executive session with firm’s partnership re: objectives and strategy
Audit and report of firm’s PR
Market research of competing law firms

Create targeted media alerts
Live presentation at PPI or offsite:

o fundamentals of public relations for law firms
o fundamentals of maximizing PR successes through social media, email,

newsletter campaigns, etc.
o fundamentals of creating valuable content, readable pitches, and goal-oriented

distribution list, including both current-event and litigation-based content at PPI
or offsite
Premium Service 1 ($750 per release)
Draft, create distribution list, and distribute press releases for firm
Premium Service 2 ($325 bi-weekly)
Create and distribute bi-weekly Newswire to selected media contacts including short
blurb and quote from attorney, including management of media requests for follow-up

SCOPE OF WORK
Branding/Re-Branding
Phase 1 ($4,500)
Executive session with firm’s partnership re: objectives and strategy
Audit and report of firm’s existing branding
Market research of competing law firm branding
Create Logo & Tagline
Create report re: optimal cross-branding of website, social media, print collateral, SEO,
PR

SCOPE OF WORK
Marketing Summit
Phase 1 ($3,500)
Executive session with firm’s partnership re: objectives and strategy
Audit and report of firm’s existing branding
Market research of competing law firm branding
Present Yearlong Strategy, Objectives and Firm-wide Calendar of Actionables

Half-day offsite presentation of cross-medium marketing best practices, implementation
and strategy

Premium Service 1 ($2,500)
Audit of prior year’s efforts and strategy
Present Annual Strategy, Objectives and Firm-wide Calendar of Actionables

SCOPE OF WORK
Newsletter (hard copy and/or electronic)
Phase 1 ($3,500)
Executive session with firm’s partnership re: objectives and strategy
Analysis of existing distribution assets and audit of current/past campaigns
Market research re: state of competitors’ newsletters
Customized ready-to-use newsletter template design
Presentation of optimal strategy, schedule, content, and distribution for newsletter

Phase 2 ($225/hour & $150/hour)
Monthly management, creation, and distribution of newsletter

SCOPE OF WORK
Website Design

Phase 1 ($225/hour & $150/hour)
Executive session with firm’s partnership re: objectives and strategy
Analysis of existing website and metrics
UX Market research
Site SEO
Content Strategy
Employee interviews for site biographies and case studies

Installation of analytics and training
SEO training and best practices for linking to social media, PR, etc.
Premium Service 1 ($150/hour)
Ongoing / periodic SEO
Ongoing / periodic analysis of analytics

SCOPE OF WORK
Print Collateral

Phase 1 ($225/hour & $150/hour + cost)
Executive session with firm’s partnership re: objectives and strategy
Design cross-branded brochure, stationery, business cards, email, print ads, et al
Interview firm members for brochure content
Draft brochure content

SCOPE OF WORK
Event Planning (Live or Web)
Phase 1 ($225/hour & $150/hour + cost)
Executive session with firm’s partnership re: objectives and strategy
Market research
Plan educational/accredited event on behalf of firm
Cross-promote on social media, traditional media, email lists, anywhere else appropriate

SCOPE OF WORK
Former Client Marketing Analysis
Phase 1 ($225/hour)
Executive session with firm’s partnership re: objectives and strategy re: existing former
client assets, objectives and strategy
Market Research

Create plan, schedule and infrastructure to re-connect strategically on ongoing basis in
meaningful way

Premium Service 1 ($150/hour + costs)
Ongoing PPI execution of former client marketing plan and distribution

SCOPE OF WORK
SEO/SEM Analysis
Phase 1 ($4,500)
Executive session with firm’s partnership re: objectives and strategy re: existing former
client assets, objectives and strategy
Market Research
Optimize site and provide instruction for ongoing SEO optimization
Provide report for optimized SEM campaign

SCOPE OF WORK
Media Planning & Buying
Phase 1 ($225/hour & $150/hour + costs)
Executive session with firm’s partnership re: objectives and strategy
Market Research
Advertising Campaign Development

SCOPE OF WORK
Direct Mail / Email Campaign
Phase 1 ($3,500)
Executive session with firm’s partnership re: objectives and strategy
Market Research
Create marketing campaign and design required print/e-material
Premium Service 1 ($150/hour)
Execute marketing campaign, including ongoing creation and distribution of content

DIY Marketing Package ($16,500 flat fee)

Pre-session prep and review of survey

Executive Session(s)

Present Yearlong Strategy, Objectives and Firm-wide Calendar of Actionables

Analysis of Former and Current Client Marketing Assets

Basic SEO – Optimize Site, Social Media, et al

Audit:

o LinkedIn
o Public Relations
o Branding
o Use of Former and Current Client Marketing Assets
o SEO
o Direct Mail / Email Campaigns

Marketing Summit:

o LinkedIn Presentation
o Public Relations Presentation
o Intro to Firm’s Brand
o Objectives, Implementation & Calendar
o Ethics
o Use of Former and Current Client Marketing Assets
o Direct Mail / Email Campaigns
o Hosting Events for Current and Potential Clients
o Seeking Leadership Positions, Awards, Participation in Associations, et al

Market Research (particularized for practice area, geography & firm size):

o LinkedIn
o Public Relations
o Branding
o SEO

Individualized Best Practices Report (particularized for assets, practice area, geo & size):

o LinkedIn
o Public Relations
o Branding
o Ethics
o Former and Current Client Assets
o SEO

o Direct Mail / Email Campaigns

Re-Brand Package ($225/hour & $150/hour)

Prepare questionnaire for firm

Pre-session prep and review of questionnaire

Executive Session(s)

Create Firm Logo and Tagline

Create Re-Branded Website

Create Re-Branded Print Collateral

Marketing Summit:

o LinkedIn Presentation
o Public Relations Presentation
o Intro to Firm’s Brand
o Objectives, Implementation & Calendar
o Ethics
o Use of Former and Current Client Marketing Assets
o Direct Mail / Email Campaigns
o Hosting Events for Current and Potential Clients
o Seeking Leadership Positions, Awards, Participation in Associations, et al

Individualized Best Practices Report for Optimal Cross-Branding (particularized for
assets, practice area, geo & size):

o LinkedIn
o Public Relations
o Branding
o Ethics
o Former and Current Client Assets
o SEO
o Direct Mail / Email Campaigns

Recurring & Premium Services

o Create and optimize LinkedIn profile (or other social media) for firm and attorneys,

including meeting with attorneys for optimized biographic information
o Ghostwrite LinkedIn posts (or other recurring content)
o Draft, create distribution list & distribute Press Releases
o Draft, create distribution list & distribute recurring (bi-weekly) legal commentary
o Create Annual Objectives and Firm-wide Calendar of Actionables (includes

executive meeting, audit of prior year, et al)
o Periodic or ongoing SEO
o Create and execute SEM Campaign
o Create Newsletter template
o Monthly / Quarterly management, creation and distribution of Newsletter
o Event Planning (seminars/webinars for current and potential clients)
o Media Planning & Buying
o Create & Execute Direct Mail / Email Campaign