Abogado Luis Vega
Rising above the noise: Becoming an expert media source
Central Florida leads the nation in lawyer ads according to a U.S. Chamber of Institute for Legal Reform’s report. Standing out as an attorney, especially with a limited budget, is an uphill battle. Our objective was to increase by 25% the number of new leads for our client, while raising his profile among potential legal clients.
Research & Strategy
During phase one we launched an internal audit to define attorney Vega’s potential clients and their media consumption habits. The results revealed that Hispanics in Kissimmee, Orlando and Poinciana, who watched Telemundo at least five times a week for an average of three hours, not only rated the attorney higher, but were more likely to recommend him to family members and friends.
Eleven opted for a sweeping media relations campaign that included an aggressive pursuit of our number one media target, Telemundo Orlando. We created a campaign and a communications strategy pegged to the following:
- Evergreen Topics: Through every touch point attorney Vega would be positioned as a professional deeply connected to the Hispanic community, always ready to provide sound legal advice as well as valuable legal tips in easy to understand terms.
- Trending Topics: We paired up the client’s expertise with breaking news whenever appropriate. The objective was to position the client as a reliable, relatable and well-known legal source.
In fewer than 30 days, Eleven secured for the client a legal analyst post with Telemundo, our number one target. During the high-profile trial of George Zimmerman trial for the shooting of Trayvon Martin, and for three consecutive weeks, attorney Vega analyzed on camera the daily courtroom happenings. The estimated publicity value surpassed $27,000.
This opportunity opened the door for attorney Vega to become the go-to legal expert for Telemundo Orlando, analyzing on camera complex legal issues as well as high-profile court cases. To this day, he collaborates regularly with the station and participates on Facebook live interviews with Telemundo’s top talent.
To amplify the media outreach strategy, video clippings were uploaded to attorney Vega’s You Tube page, which Eleven created and manages, and promoted through his social media platforms.
Eleven’s efforts and PR outcomes enabled attorney Vega to meet his target lead number and increase profitability.