Case Study - Karin Quirk, Attorney at Law
Company profile
Karin Quirk is a Family Law Attorney who helps divorcing couples do so with respect and dignity. As a seasoned divorce attorney, Karin has seen the emotional trauma, expense, and bitterness created by traditional divorce litigation. She believes that through a cooperative divorce process, couples can feel empowered to resolve their differences in a respectful manner, while protecting their children from the trauma of court and custody battles and better preparing themselves to begin a new life.
Karin helps her clients experience a better way of divorcing. She does this by assessing her clients’ current relationship, the complexity of their issues and then works with them to define, and achieve, their goals for their financial, personal and professional future. This may be accomplished by using Collaborative Law, Cooperative Divorce, mediation, or merely guiding couples through the legal process.
Business situation
Karin’s business has evolved over the last couple of years and she needed to rebrand her business image as well as refine her marketing messages to insure she reached her target market effectively. Karin had been handling a variety of Family Law cases with a broad range of relevant legal issues. After learning more and becoming credentialed as a Collaborative Law Attorney she determined that her primary area of interest was Cooperative Divorce which allowed couples to dissolve their marriage in a respectful and cooperative way.
Karin Quirk engaged Purple Duck Marketing to assist her with:
- Re-evaluating her business model to create a more specialized practice
- Re-defining her target market and the appropriate messaging to reach them
- Developing new marketing tools that focused more on value propositions than particular services
- Creating a marketing and public relations plan that could be implemented on an ongoing monthly basis
Solution
Purple Duck Marketing was able to provide a holistic approach for reviewing the existing business model and making recommendations for new branding. We also provided an integrated marketing and public relations plan that included:
- New messaging and value propositions for a more specialized practice
- A list of appropriate target markets with the recommended vehicles to reach them
- A new brochure that focused on the value of choosing Cooperative divorce over traditional divorce
- The redesign of the Karin Quirk Web site with a new look and feel that better represented the practice’s services and image
- A electronic newsletter to reach and provide clients, potential clients and peers with information on topics associated with Collaborative Law and Cooperative Divorce
- Monthly Public Relations efforts that include: media pitches, press releases, article submissions, etc. to create a buzz around Karin Quirk and the Collaborative Law/Cooperative Divorce field
- Ongoing evaluation of new opportunities as they are presented
Benefits
By engaging Purple Duck Marketing for the above, the law office of Karin Quirk has seen the following benefits and results to all marketing and Public Relations efforts.
- Significant increase in case load, revenue and net profit
- Reduced marketing costs by eliminating ineffective mediums and taking advantage of no cost or low cost marketing and public relations opportunities
- Time saved by not engaging in unproductive efforts such as networking among groups not in target market
- Increased name recognition in both general target market and professional community by making Karin Quirk the “go to” person for cooperative divorce information and resources
- Increased Web site traffic through search engine optimization and publishing of online articles to content based web site
- Improved firm’s professional image through new creative and branded brochures, business cards and web site resulting in higher conversion rate among prospects
- Improved quality of work by carefully identifying target market and eliminating unsatisfying or uneconomical cases
- Created more consistent client base due to ongoing marketing efforts versus letting marketing efforts lag during high volume work periods