Beruflich Dokumente
Kultur Dokumente
Fisher, Cameron W aterhouse, Giovanna Angulo, Brooke Witherow, Mackenzie Andrillon, Nicole Eisenmann
Background
The Orange County Bar Association is a not for profit association of attorneys
coming together to network and do good for the orange county area. The Orange County
Bar Association (OCBA) was founded in 1933 for young and veteran lawyers looking for
a place to connect with others with an inexpensive membership fee. The OCBA office is
conveniently located in Downtown Orlando and it is very close to the Orlando
Courthouse. This helps to get big key players to come to events that are held by the
OCBA.
According to the Orange County Bar Associations (OCBA) website, their
mission statement is one of many parts including to promote honor, dignity, truth and
professionalism within the legal community, and improvements in the law and aid in the
administration of justice. As well as enhance the delivery of and access to quality legal
services, educate the public about the legal system, provide for an inclusive bar; and
promote camaraderie, a forum for discussion on issues pertaining to the legal system and
education for its members.
An OCBA membership comes with many benefits including nine free luncheons,
nine free issues of The Briefs magazine, Exclusive, low-cost Lawyer Referral &
Information Service membership to build your practice, online Career Center postings at
member discount, free members-only access to our online Membership Directory and
Lawyer-to-Lawyer Specialty Index, free membership in committees and sections, free
registration or discounts to OCBA's social events, discounts on CLE seminars, CDs and
DVDs, advertising and mailing lists, priority scheduling for OCBA center facilities
rental, a variety of vendors and benefit providers in our Vendor Marketplace, and
eligibility to join the OCBA Members-Only LinkedIn Group (Membership Benefits).
Some of the aforementioned key players that hold an Orange County Bar
Association include lawyers, paralegals, county judges, law students, general employees
of the OCBA and any other publics that interact with the OCBA. These stakeholders can
range from current members to past presidents and even future members.
Business Goals:
This organization really admires their members and wants them to feel happy with
their choice to join the association so the main business goal is to keep members
informed and engaged through their social media and events. Most of the OCBA social
media platforms are directed towards members and informing them on events they are
holding, such as the OCBA 5k Law Day and the 2015 gala, so that current members can
participate and remain informed about such events.
Increase current membership engagement
Have more membership signups
Increase member retention
Statement of Problem:
The social media platforms are very one way. We want to build membership
engagement and use content curation and the 70/30 rule. Right now, it is all mostly
created content but in order to seem trusted and hold weight in the community, they
should be posting articles from key players in the industry to give people a reason to
retweet and get the OCBA name out there. The new quote retweet function on twitter is a
great way for them to add a tidbit as well as adding a prominent article.
The Orange County Bar Association wants to use their Facebook, Twitter and
LinkedIn almost exclusively for their members so we must put things to have them
engaged and using it as a resource. The OCBA Twitter has very few followers and
therefore very little engagement. This is a problem because there is a person using their
time and resources to update it with very little return on investment. The Facebook has
many more followers but still the same one-way communication as the Twitter has. We
want to use this as an opportunity to cross platforms and promote them on each other on
occasion as well as making it a better return on investment.
We also want to take on the problem that the OCBA social media platforms are
usually only beneficial to current members. We believe this is a problem because they
still need to use it to let non-members learn what the Orange County Bar Association can
do for them and what they can offer to members. Having people retweet and share their
content will allow their friends and colleagues to inquire about the OCBA.
The OCBA does not have a Google+ page set up yet and this can affect them
because 94% of Top 50 law firms have a Google+ page. This means that many attorneys
and lawyers are on Google+ and this could open a new reservoir of attorneys looking to
be a part of an association like this one. It also shows that people who are looking for a
lawyer or attorney are turning to Google+ pages and the Orange County Bar Association
has a lawyer referral service that could be used by these people. It has a very reputable
name and people could trust it more than others.
Research Methodology:
We must research current Orange County Bar Association members. See what
they truly enjoy about their membership and what would make them engage with
the social media platforms. We can send out a survey through Survey Monkey to
save money and get results of peoples thoughts.
Assess what key stakeholders in the Orlando attorney world know about the
Orange County Bar Association. Get their attitudes toward it and if they know
what a membership can offer.
Identify what our followers have been interacting with on our current social media
sites.
Identify what time our followers interact most with our current social media sites.
Identify best social media to reach active members with such as: Facebook,
Twitter, LinkedIN, etc.
SWOT:
Strengths:
o Large member base (3,500+) made of who have achieved regional, state
and national recognition for their professionalism, integrity, knowledge
and just application of the law.
o offers a wide variety of programs, committees and public service
opportunities that will enhance their career and personal goals.
o Location is in a large metropolitan area in close proximity to courthouse
and many public officials.
o Create personal and business relationships with colleagues through the
many events provided with a membership.
o
o
Weaknesses:
o Member base tends to be advanced in years (older) and not as familiar
with social media as younger members of society.
o Cost/ Pro Bono work needed to sign up might detour new members.
Lawyers make enough money to pay the extra fee if avoided and therefore
save time when they dont have to do any pro bono work.
It seems more like a hassle than a reason to do something good.
o Less than half of the members have liked the Facebook page.
o Members are portrayed or thought of as being stuffy and not familiar
with the pop culture that is usually used in social media.
o Limited/no budget.
o Not enough benefits in attending the nine free events given by the
membership.
o Have a difficult time promoting events with past photos, as they have to
get permission from each person in the photo.
o No past social media campaigns to compare and contrast.
o Website doesnt display the links to their social media outlets.
Opportunities:
o With growing numbers of mature-aged audiences joining social media (i.e.
Facebook, LinkedIn, etc.), huge opportunity to attain new social media
followers.
o Pro bono work easily puts the OCBA name out there, if they can
emphasize that more it.
o Problem: Twitter has links for flyers and not actual flyer Opportunity:
Save photo and post it to tweet separately to add color and be engaging to
the eye and have people open it
Brochures and pamphlets have great visuals and designs so they
have the ability to make engaging attachments and posts.
o Problem: Not enough engagement from current members; it is a very one
way conversation when social media is meant to open conversation.
Opportunity: get people involved with retweet contests for benefits of
some kind and begin more content curation; post from thought leaders and
create relationships.
Threats:
o Confusion with Orange County Bar Association of California.
o People may not have the money for the initial enrollment fee.
o Competition with other law associations in the Orlando area such as The
Florida Bar Association, The Association of Law Firm, and The Central
Florida Trial Lawyers Association.
o People can choose to simply not join an association at all and believe one
has the power to network by themselves.
o
o
Communication Goals:
Convince attorneys in the Orlando area that the OCBA is a worthwhile investment
that will lead to valuable networking opportunities
Show the importance of pro bono work in a big city such as Orlando
Enhance member loyalty to the OCBA
Increase awareness of the OCBA with potential members in mind.
Convey the ROI of an OCBA membership to potential members
Show the importance of following us on social media because we will be giving
away prizes towards members for events as well as spotlights to over 1,000
Facebook followers.
Increase attendance and member participation through social media
OBJECTIVES
Informational
o To increase the number of employees who know about Orange County
Bar Association events through stories in the company newsletter and
social media posts by twenty five percent (to be measured in surveys and
social media likes) by August 2015.
o To increase the percentage of non-OCBA members who may know about
our LinkedIn exclusive profile through members own personal social
media sites from 866 followers to 1,083 with an increase of 25% by
August 2015.
Motivational
o To increase the percentage in OCBA memberships to people who think
pro bono work is a waste of time and money through client spotlights as
well as member spotlights by 20% by August 2015 and 20 more spotlight
videos on our social media sites proving that people enjoy doing pro bono
work and helping those less fortunate through attorney services.
Behavioral:
o Members will retweet 20% more of our tweets on a weekly basis, which
will include articles from key stakeholders and leaders in the attorney
community, by August 2015.
o Members will post or share 2 pieces of content related to the OCBA on
their personal social media sites bringing awareness of the association to
their attorney and non-attorney colleagues by August 2015.
o See an increase of 100% of activity on the OCBA social media sites with
the help of giveaways and spotlights of exceptional members by August
2015.
Key
Stakeholders
What
all
of
your
publics
have
in
common:
a. Every
key
stakeholder
to
the
OCBA
will
be
involved
in
the
law
in
some
way.
b. Lawyers,
paralegals,
law
students,
general
employees
at
the
OCBA
a. Benefits:
i. Generally
fall
in
the
same
education
and
intelligence
level
1. Makes
tailoring
messages
easier
ii. All
held
to
same
standards
(standards
provided
by
the
Bar)
1. Makes
them
less
of
a
risk
to
the
organization
iii. They
generally
hold
the
same
passion
in
life.
The
study,
execution
and
protection
of
the
law.
1. Inspiring
them
is
easier
because,
they
draw
their
passion
from
the
same
outlet.
Demographics
of
lawyers
in
America
a. Age:
median
50-60
b. Gender:
70
percent
male,
30
percent
female.
Publics
1. Non
publics
a. Those
seeking
membership
or
those
who
are
unaware
that
membership
is
a
possibility
i.
What
they
look
like:
1. Certified
and
practicing
lawyers.
(Can
be
recent
graduates)
2. Potential
desire
to
be
a
member
of
an
organization
that
will
give
them
a
leg
up
in
the
field.
3. Generally
not
aware
of
your
social
media
outlets
4. Potentially
not
aware
they
are
looking
to
join
something
a. Means
you
can
win
their
trust
if
you
are
the
first
to
convince
them
that
they
need
you.
5. Desire
to
make
connections,
be
heard
and
continue
learning.
a. OCBA
offers
the
connections,
continued
education
and
credibility
2. Latent
Publics:
Engaging
the
middle
third
a. Members
of
the
OCBA
who
are
involved
at
the
lowest
level
possible
while
still
maintaining
their
membership
b. One
of
your
most
important
publics.
i.
They
are
the
middle
third
members
who
do
the
bare
minimum
and
make
up
the
largest
percentage
of
the
group.
ii.
Benefits:
There
are
so
many
of
them,
they
have
the
potential
to
sway
their
group
one
way
or
another.
They
have
the
power
to
make
change
happen.
iii. Potential
issues:
If
you
never
engage
them,
you
loose
a
lot
of
member
involvement
and
possibly
their
membership
completely.
Key Messages
Strategies:
Promote Pro Bono work for the community through video testimonials.
o Have members discuss their pro bono cases and explain the positive
effects of doing such cases. This will inspire other members to do the
same and facilitate the change in the general publics attitude toward
lawyers.
Implement Membership Level System.
o This system will be composed of five different tiers of membership status:
(Justice System Levels?) Each tier will offer individual benefits and perks.
A member can increase their membership level through one of two options
(1) Members will steadily gain system points by retaining their member
status; (2) Or by participating in social events. The 1st level will be
available to new or former members and it will offer all the benefits that
come with a current membership.
Offer Incentives for Active Members.
Members active on Facebook will be entered into a monthly raffle for free
social event tickets, a discounted advertisement in the Briefs,
Create a Google+ profile for OCBA.
o Doing so will because it is one of the biggest growing social networks,
especially for professionals.
Host Twitter Give-Aways.
o These events will occur monthly in order to stimulate membership
involvement and encourage use of Twitter. Members will be prompted to
post a picture of them at their favorite social event of the year, (Give away
tickets to important events or discounted ticket prices)
o
Tactics
Reach out to key players in the industry through our social media
o Tweet them about OCBA events and hope them to come out and see what
the OCBA can do and the community it grows. Tweet responses to a
valuable article they share and use a specific hashtag they might have.
Share key players articles about relevant attorney information on our social media
sites to become a trusted source of information to our members
o Sharing articles written by key players in the Orlando attorney industry
will give value to our social media sites for our members and to these key
players. This will become content curation and help the OCBA become
trusted in the Orlando area. Of course, the OCBA is already a very trusted
association as it has been founded since 1933 but this will help in the
modern day to prove their trust to the newer generations.
Create contest giveaways through shares to promote our sites as well as member
loyalty
o Have members retweet a specific tweet, or share a specific hashtag and at
the end of the aforementioned period, pick a random username and give
them a reward. Rewards can range from a book of the month, free drink or
meal ticket at an event, or something from a sponsor. This can also be
used on the Facebook profile.
Create video spotlights and testimonials about what OCBA has done for them and
their families as well as their business life.
o This is meant to bring in solidarity and member engagement as well as
promote the OCBA and what their memberships can do for Orlando
attorneys. We could ask past presidents to start the spotlights and share
their experience and having members explain what the pro bono cases did
for their views on life.
Promote through some traditional media by getting an ad for an event or
membership in the Orange County Courthouse
o Traditional media is still valuable in aspects of return on investment.
Posting an OCBA ad in or near the Orlando courthouse will help get great
coverage to people who are, or need an attorney.
Create a similar campaign such as the ALS Ice Bucket Challenge but call it the
Donate or Wig-Out Challenge
Timeline
The entire campaign will run for about four months and ideally starting in May to
catch people when they may be spending some vacation days outside of the office and
more time on their social media outlets. This timeline gives people time to not only be on
their social media but also more free time to record the video testimonials and attend
more events.
Research has been conducted and more research will be conducted throughout the
campaign. Including analytics of peoples social media habits on our outlets. We will also
find primary research on how people respond to our social media posts. If nobody posts a
video testimonial days after we post the post including all of the rewards it brings then we
know that people do not like that. We will take that information and use it towards our
future goals and either alter or completely extract that part of the campaign. The analytics
I mentioned earlier are also a very important part to an ongoing campaign for that and
future campaigns. Knowing who likes your posts and at what time they view or comment
helps to tailor your message better to leverage the likes and shares. More shares means
more eyes and coverage towards the Orange County Bar Association pages.
Our tactics will span throughout the entire four months. We want them spread out
and to become regular things that people can look forward to finding on their news
feeds or timelines to enjoy. For example, our OCBA Newsletter will be sent out biweekly meaning we will go through 8 in the campaign timeline. After that we will take
the research again and see the bounce rate and how many people just deleted them to see
if we should keep it, alter our subject lines, or extract it entirely for the future.
Of course, we hope that all of our research comes up with positive results and we
will find that members and non members alike will love our content curation and
creation. We hope to see more people attending events with the rewards they won on our
social media outlets through one of our contests. It would show the success and keep
members happy and updated with todays society.
Budget/Materials
Pre-Research/ Post-Research:
o Pre-Research: What we hope to accomplish during the pre-research
evaluation phase is to determine exactly who our audience is and what we
need them to do. By working closely with the OCBA through secondary
research, we hope to discover the demographics and psychographics of of
our target market, the current members of the OCBA. During pre-research,
we will analyzing current members activity with OCBA through social
media, mainly Facebook, Twitter, LinkedIn, etc. These actions will be
completed by primary research such as surveying current members of the
OCBA and the orange county community. By completing pre-research, we
should obtain baseline numbers and estimates of active members and their
demographic of current OCBA members.
o Post-Research: Upon evaluation and post-research of the OCBA
campaign, we hope to find that member activity, as well as registering
members, has drastically increased. Through the analytics of Facebook
and other social media, the OCBAs social media reach and frequency
should have increased among members in the community.
Sales:
o In reference to sales, the OCBAs primary objective is to retain current
members and increase activity rather than obtaining new members
Have people post photos from OCBA events and post with a
specific hashtag to share them.
Leverage the success of the Donate or Wig-Out Challenge and
maybe remind people about it in a year.
Works Cited
Membership Benefits. (n.d.). Retrieved April 14, 2015, from
https://www.orangecountybar.org/membership_benefits
About OCBA. (n.d.). Retrieved April 14, 2015, from
https://www.orangecountybar.org/about_us
Orlando City Council. (n.d.). Retrieved April 20, 2015, from
http://www.cityoforlando.net/council/
American Bar Association. (2014). Lawyer Demographics. ABA.