KEYS TO COMMUNICATING ABOUT COLLABORATIVE PRACTICE

A P R I L 2 6 , 2 0 1 4

COMMUNICATING ABOUT COLLABORATIVE Collaborative Family Law Group of San Diego’s

organizational goals:

Educate the target audience about Collaborative Divorce

Increase traffic to the website Increase membership in the group Increase the potential for case leads

COMMUNICATING ABOUT COLLABORATIVECollaborative Family Law Group of San Diego

decision:

Increase group’s communication efforts Hire outside expert to assist Assess members to cover costs Group hired Gayle Lynn Falkenthal, APR, Falcon Valley

Group

COMMUNICATING ABOUT COLLABORATIVEExpose a greater number of San Diegans

considering divorce to the Collaborative model by:

Increasing traffic to the website Securing exposure in traditional media channels Placing and sharing information via social media

channels 

COMMUNICATING ABOUT COLLABORATIVEStrategic Communication Plan:

Determine the target audience Determine how to reach this audience Using content management to generate web traffic,

search results, and establish subject matter expertise Support with media relations Support with social media 

COMMUNICATING ABOUT COLLABORATIVEStrategic Communication Plan:

Audience: Upscale, educated adults, 35-65, with children and asset in San Diego area

Highly online literate Use online resources to gather and assess information

via search Social media consumers

COMMUNICATING ABOUT COLLABORATIVE

COMMUNICATING ABOUT COLLABORATIVE

Users in 2014*

10,139 (125% increase) Sessions in 2014*

11,537 (82% increase) Page views in 2014*

22,967 (43% increase) *increase from July 2012-June 2013, last 12 month period

before blog added

COMMUNICATING ABOUT COLLABORATIVE

COMMUNICATING ABOUT COLLABORATIVE

• Organic Search increase (people using Google, Yahoo, Bing): 160.49%

• Referral Traffic increase (links from other websites, social media):770.92%

Direct Traffic increase (website typed in, clicked from email or PDF): 151.69%

COMMUNICATING ABOUT COLLABORATIVE

In San Diego County (3.25 million people): Daily Newspaper Circulation: 250,678 Daily; 409,796 Sunday Top Rated Local TV Newscast: 75 - 100,000 people Top Rated Radio Morning News: 50 – 75,000 people Facebook: 1.2 million people

Married adults, 35 and up: 510,000 46 percent of all adults read blogs more than once a day

COMMUNICATING ABOUT COLLABORATIVE

COMMUNICATING ABOUT COLLABORATIVE

82 percent of consumers enjoy reading relevant content from company blogs

70 percent of consumers learn more about a company through its blog, instead of advertising

61 percent of Americans have made a purchasing decision based on a blog post

60 percent of consumers feel positive about a company after reading its blog page

57 percent of companies who blog weekly acquired a customer using their blog

COMMUNICATING ABOUT COLLABORATIVENews media increasingly turn to websites and blogs to

gather information and find contacts for interview

97 percent of all journalists says it is crucial for a company or organization to have online news information

More than half of all journalists visit online newsrooms once a month, and 45 percent visit at least once a week.

Main reasons that journalists visit online newsrooms: to get PR contacts, news releases and information on breaking news.

COMMUNICATING ABOUT COLLABORATIVETop Blog Posts for 2014: Nine Tips for Deciding Fair Spousal Support

Robin DeVito Ten Golden Rules for a Good Divorce Constance

Ahrons Top 9 Collaborative Divorce Tips Shawn Weber Claiming Head of Household Status Alex Kwoka Collaborative Divorces Save Money Sandra

Morris

COMMUNICATING ABOUT COLLABORATIVE 

Internal Results: Increase in visibility = group legitimacy

and prestige Increase in member confidence Increase in membership Leads can be difficult to track, but search

results position you to capture leads

COMMUNICATING ABOUT COLLABORATIVE 

Keys to SuccessEstablish a realistic budget: money AND timeMembers contribute effort via blog posts, information, feedback, guidance Social media support: all members must participate

COMMUNICATING ABOUT COLLABORATIVEThank you for your attention

Questions? Feedback?

gayle@falconvalleygroup.com

619-997-2495

SWeber@bravewebermack.com

858-345-1616