Branding
The Marketing Square creates brands to break through clutter and competitors.
Online research is performed to determine positioning, competition, and all aspects of search engine performance for a client.
Offline research refers to logo, color, design and brand response, testing copy and video with feedback from targeted and random audiences.
Brand identity campaigns begin with the image a business wants to present to its audiences based on beliefs and values.
A brand campaign clarifies product or service statements to engage with its audiences.
Brand identity drives sales, story, logo and graphic design, led by a powerful tagline created to capture the heart and the intention of the law firm or business.
The Marketing Square creates logos that appeal to and stick with target audiences
We’ve also redesigned logos for businesses or law firms that undergo major changes to audiences served, scope of services, practice areas, product lineups, owners, and partnerships.
A logo should only be redesigned for very specific reasons with expert public relations support.
Poorly executed logo changes with no explanation can alienate, confuse, and lose clients, rocking the financial stability of a business.
Marketing Plans
Marketing plans define goals, strategy, audiences, opportunity, timing, costs, and tactics.
The Marketing Square provides every client with meticulously planned one- to three-year marketing plans created with client direction.
Marketing plans help businesses thrive despite economic strife, statute changes, team turmoil, and catastrophes, with contingency plans and options.
Marketing plans establish the playbook to work from — your team and our team – with everything in writing.
The goal of a marketing plan is year-round, business-driving activity to increase profit.
Websites
We build custom websites that sell.
Website builds are all-inclusive with original design, copy, social media, graphics, video and photography produced with client approvals built into a 30- to 90-day timeline.
Every website is unique with custom design tailored to the needs of each client according to the marketing plan strategy.
Websites adhere to Google, Bing, and Yahoo standards and to professional standards rules, i.e., SEC, AMA, The Florida Bar.
Websites are created with security in mind and are hosted on The Marketing Square server. You own the website, and we manage it and market it for you.
Website rebuilds differ from new website builds and involve careful planning when carrying content and design aspects forward.
Even if instead a complete website redesign is determined to be the direction needed for new business, there will still be some carryover to maintain the integrity and history established by the existing brand.
We work with clients in-depth to build a marketing plan that clearly outlines all aspects of the redesigned website so that it will meet the client’s goals.
We produce all copy, artwork, video, graphics, and social media with client approvals in a 60 to 90 day timeline.
- 100% original content to share client information relevant to target audience needs
- Strategic graphics, logos, copy, pictures, and videos
- Posting, optimizing, coding and formatting content
The Marketing Square Search Engine Optimization (SEO) team works continuously on websites for optimal organic Search Engine Results Pages (SERPs). Exclusive and relentless activity includes:
- 100% original content to share client information relevant to target audience needs
- Strategic graphics, logos, copy, pictures, and videos
- Posting, optimizing, coding and formatting content
- Updating website themes, plugins, security for maximum performance and spee
Website launches are planned from the moment a website build or rebuild begins. The launch includes planned online and offline announcements to media, industry platforms, client inclusion, prospective audience publications. Pairs with business event for maximum impact.
Photos & Videos
Beautiful, professional photography should elevate a brand and help to win clients over. Pictures with proper lighting, angles, expressions, and unified imagery can give prospective clients a look at the personality of the law firm or business.
A professional photo shoot provides office previews so clients can visualize conference rooms, front desks, and staff working together.
The Marketing Square holds video and photo pre-production consultation meetings with business law firms to decide style preferences, must-have elements, headshot guidelines, lighting, background, wardrobe, timing, positioning, and photo review process.
The Marketing Square specializes in corporate branding with multimedia stories that maintain branding across marketing platforms for one sleek, continuous business or law firm story.
Where should that video be placed online and how do you market through video? What do you say? What fonts should you use. Do you have a call to action? Brand video, team video, service video?
What topics should you cover? What issues should you avoid? How long does a video run? What’s the best length and what’s the wrong length? Will people watch your video?
How do you create a viral video? Should you post videos on TikTok, Instagram, Facebook, YouTube or X? The Marketing Square provides the answers that bring new clients.
Marketing
Marketing sells products and services based on research, strategy, planning, and little bit of creative magic.
The Marketing Square provides all website marketing work for clients – turnkey — so that the only worry is managing your office. Websites are our area of expertise and we take care of and work on your website as if it were ours. Our success is directly tied to your website bringing clients and cases into your business or law firm.
You may have been introduced to other attorneys and firms who said they want to refer work to you. How will these relationships be handled?
Will you be the point of contact or will a paralegal be reaching out to the new acquaintance?
Relationships are built over time with trust and respect between parties. Maintaining and building relationships can be more challenging with technology, limited amounts of time, and, sometimes unfamiliarity in what to do to create lasting associations with other law firms and attorneys.
You may be the most sociable person on staff, but how is your follow-up communication by email, phone, or text? How quickly do you respond to information requests. Have you setup a process with your paralegal or are you the go-to person?
It’s possible that the last time you stepped out of your comfortable office to build relationships was 10 or 20 years ago.
Maybe you depended upon in-person peer interactions during conferences, conventions, CLEs, holiday gatherings, and annual events. You may have planned meals after board certification seminars 20 years ago.
Or, it could be that you used to network with tickets paid for by the big law firms or companies you worked for that also sent you to national conventions in other states. Now, as a small business or solo practitioner there are different budgetary allocations that changed the way you do business.
Building relationships is an ongoing process and the way business is done – especially in Florida. If you want to change the relationships you have with other firms, businesses, prospective clients, referrals, past, and present clients, you have to work at it within the clear boundaries set by The Florida Bar.
If you plan a weekly coffee meetup at your office with staff and invite one client in to just hang out and ask questions with your team, that’s a grassroots marketing event.
You’re doing business face to face and allowing a comfortable venue that’s conducive to conversation instead of a business meeting.
You can suggest relaxed attire,, you can create a theme, celebrate milestones, or, just drink coffee and see what happens.
Grassroots events can be held locally, regionally, nationally at the heart of where businesses do business depending on where your clients are located. Grassroots get to the heart of – the roots of – where business takes place. And ultimately decides the intended outcome of the event which is usually strengthening relationships.
Handing out umbrellas to local businesses can be considered grassroots because it’s done in the location of your business with the intent of reaching out to other businesses around you.
If the intent is to smooth over rough issues (i.e., your company took up more of the building parking lot spaces), you can change the way others view your business with creativity and genuine thought put into it. Your clients are given umbrellas in case they have to walk further to reach the building.
The Marketing Square provides turnkey event planning for businesses or law firms.
Determining upfront event strategy can be challenging with questions including:
Should the sole expectation from an event be financial?
How much ROI can you expect first, second, every year after?
Have you ever planned a successful event that delivered clients and revenue annually?
Every single event choice made — from the time of year, date, the venue, and each activity will affect the event outcome, participants, and the law firm.
What if the event is a flop? Someone gets food poisoning, eats gluten and has a reaction? Do you provide food choices for vegans and vegetarians? What kind of sugar will you serve with what brand of coffee?
- What’s a realistic budget?
- Can exceptional production ensure event success?
- Have you set a budget for landing a new client through events or sponsorships?
- Do you expect this event alone to achieve goals, or will it be one of several?
- What time of year is this planned for?
- What is the cost per client comparison of a new event vs. other marketing tactics?
- What is the best event for your goals:
- An intentional, one-on-one introduction through local, regional, or, national events?
- Direct B2B meetings or dinners?
- Or, are existing B2C events more beneficial to your company?
The hope is that event sponsorship generates clients, but there has to be an overarching marketing plan driving the event choice.
If you’ve been a longtime sponsor of a neighborhood event, what additional exposure can be included in your sponsorship? What does your activity in the event provide to the law firm brand in the community? What do you receive for the tent and table fees you pay to hand out T-shirts and treats?
What is the estimated value you receive from having your logo included on all promotional materials, as well as ROI from appearing on the event website, promotional TV, radio, social media, banners, booths, lunches, and all printed pieces?
Will you be a speaker? You’ll need to know the venue size, the technology used, the mic quality and volume that will be used for your best positioning and performance. Is there a run-through?
Planning events, understanding execution costs, budgeting, execution, timing, weather, backup plans, insurance needs, negotiating for the best package is important.
Most important: have you evaluated the event for a return on investment? You want the most for your investment. Is the event run and evaluated by a reputable company?
The Florida Bar, the AMA, the SEC have rules of engagement for professionals as event attendees and sponsors. You may have a great idea for an event but will have to find out if it’s allowed by your professional standards organization – which also has to approve certain advertising assets used at events. The timeline is not flexible for approvals.
The Marketing Square can evaluate sponsorships, create strategies, activation plans, and help determine whether to create an event, or, whether an existing sponsorship is the better value to the business.
Podcasts are informative, diverse in topic and style, making the platform very appealing to listening audiences.
Should a podcast be included in a marketing plan?
How will you know if your audience is going to be receptive to your message through a podcast? Will your audience appreciate being able to listen to you talk about your business? Or, should other voices be hired to produce the podcast?
How is a podcast beneficial and will it become a regularly published audio show for the law firm? How often?
Will you educate and inform audiences or should it, can it reach larger audiences? Where should it be published to reach the most strategic audience with the most relevant information?
For every question asked, there should be a value based on a portion of the marketing budget and determining whether your prospects will find the podcast on one of the many podcast platforms.
We create 100% original client content. Content is copy, photos, videos, graphics, articles, press releases, blogs, podcasts, etc., posted to websites, social media, or marketing assets.
Eventually, an office staffer asked to “handle” social media posts can’t keep up, and in-between there are ethical questions as to what’s allowed by your professional standards organization and whether the results are worth it.
Deciding what to post, when to post, how to post, who will post, and which platforms to use can be frustrating and overwhelming.
A single day of quality, original social media posted to multiple accounts takes hours.
The Marketing Square specializes in establishing businesses online by placing carefully constructed content created according to professional and advertising standards.
Experts proofread and edit language to keep a business or law firm where it will be seen by the right audiences using visuals, colors, and graphics to share your company brand story.
Marketing Square content is 100% original and created by our team — not freelancers, AI, or software.
Clients are assured that websites, design, copy, social media, graphics are created and used solely on their websites and never rewritten, reused, spun, or AI-generated.
Content follows regulations, ethics, and standards of practice as set by organizations including:
The Florida Bar
The American Bar Association (ABA)
The Americans with Disabilities Act (ADA)
The American Medical Association (AMA)
The Florida Real Estate Commission (FREC)
The National Association of REALTORS© (NAR)
The Securities And Exchange Commission (SEC)
Experienced, awarded journalists, SEO specialists, and advertising copywriters produce Marketing Square content customized to client strategy and marketing plans.
The Marketing Square’s team of professional journalists, copyeditors and copywriters is expert in copy, posts, articles, blogs, and press releases.
What should go into a blog post? Is there a wrong way to post a press release and where is it sent and placed? When and where should an article be published?
Is it worth it to write a guest article for a publication? If you start a blog do you have to keep posting? How many blog posts should be published?
Public Relations
Prepare for the best and the worst with a plan, a backup plan, and a backup to the backup plan.
There are internal, external, public, and private audiences that must be addressed properly with the right language, tone, approach, and platform. A public relations plan prevents panicked responses to catastrophes, bad reviews, leaked documents, lawsuits, staffing changes, business sales, media issues.
Does a law firm need a public relations plan if there will be no media interviews or stories in the marketing plan? Yes. Everyone in a business should be talking from the same script – or working off the same brand talk points. If four staffers attend one event, the law firm should be introduced the exact same way with each staffer explaining services in the same manner.
Where is a press release sent and who should receive it? What’s the best tact to take if there is no public relations plan?
If there is no PR plan, your business will need crisis public relations when a problem arises.
Reputation protection is proactive work performed to insulate your business or law firm from bad reviews.
If you get one bad review after many glowing reviews, you need to know all the options before firing back in defense.
Who will respond and when to respond to a bad review is complicated. But, it’s never what you feel or think it should be.
Review response should be handled by experts. Don’t go with your gut and respond.
While the best practice is to rely on organic reviews from happy clients, you may be in a business or practice where clients never provide reviews.
How will you demonstrate that your company is experienced and outstanding without five star reviews?
Knowing what and what not to say is imperative for business owners. Talking points, an established spokesperson should carry specific messages online and offline.
If there are several partners in the firm active on social media, in addition to the law firm’s social media account, there is a likelihood of mixed, weakened messages that are not in line with the brand.
Social media is a wild platform where everything someone who works for a business is scrutinized. Every business has leaders, owners, and various levels of management. Who should speak and who should not speak for the business?
The answer is that each employee should have the audience in mind so that there are no wasted efforts. Question and answer sessions, planning, and clarifications can be handled for a business in media training with The Marketing Square.
Employee marketing guidelines ensure that employees are not working on their own personal agenda during business hours. And, they should not be without being asked? Or, are you all right with an industrious staffer using your business or law firm logo and letterhead any way they want to?
Establishing guidelines for social media use by employees who use or mention your business name is imperative for brand protection. Everyone should be working in accordance to the same set of logo and marketing guidelines.
