Case Studies
Case Study: How a Mississippi Attorney Used Digital Marketing to Generate 500 Signed Cases for a WARN Act Lawsuit
Background and Context
The Worker Adjustment and Retraining Notification (WARN) Act is a federal law that requires employers to provide at least 60 days of advance notice to workers before a plant closing or mass layoff. The law aims to protect workers and their families from the sudden and devastating effects of losing their jobs. Workers who are affected by a WARN Act violation can file a lawsuit against their employer and seek compensation for their lost wages and benefits.
In 2023, a Mississippi attorney decided to pursue a WARN Act lawsuit against a large corporation that had laid off hundreds of workers without proper notice. The attorney had extensive experience in employment law and had successfully handled several WARN Act cases in the past. However, he faced a challenge in finding and reaching out to the potential plaintiffs who were scattered across different states and regions. He needed a cost-effective and efficient way to generate leads and sign up clients for his lawsuit.
Marketing Strategy and Implementation
The attorney hired a Carleton Public Relations, a digital marketing agency that specialized in legal lead generation. Carleton PR designed and executed a six-week marketing campaign that used a combination of online platforms and channels to target and attract the potential plaintiffs. The campaign included the following elements:
Facebook Lead Campaign: Carleton PR created and ran a series of Facebook ads that directed users to a lead form where they could submit their contact information and indicate their interest in joining the lawsuit. The ads used compelling headlines, images, and copy that highlighted the benefits of filing a claim and the urgency of taking action. The ads also used geo-targeting and interest-based targeting to reach the relevant audience.
PPC to Landing Page: Carleton PR also created a pay-per-click (PPC) campaign that used Google Ads and Bing Ads to drive traffic to a landing page that provided more information about the lawsuit and the attorney. The landing page had a clear and prominent call-to-action button that invited visitors to fill out a lead form and request a free consultation. The PPC campaign used keywords and phrases related to the WARN Act, the employer, and the layoff.
Native Advertising Display: Carleton PR also used native advertising to place sponsored content on various websites and platforms that were frequented by potential plaintiffs. The content was designed to look like editorial articles that informed and educated the readers about the WARN Act and their rights as workers. The content also included a link to the landing page where the readers could learn more and sign up for the lawsuit.
Carleton PR also used tracking numbers and analytics tools to monitor and measure the performance of each marketing channel and optimize the campaign accordingly. They also used A/B testing to experiment with different variations of the ads, the landing page, and the lead form to improve the conversion rate and the quality of the leads.
Marketing Strategy and Implementation
Carleton PR also provided the law firm with a comprehensive intake and lead management system to help them handle and process the large volume of leads generated by the marketing campaign. The system included the following features:
CRM – Pipeline Management: Carleton PR used a their proprietary customer relationship management software to store and organize the contact information and the status of each lead. The CRM software also allowed the attorney to track and manage the progress of each lead through a pipeline that consisted of several stages, such as contacted, qualified, consulted, and signed. The CRM software also enabled the attorney to communicate with the leads via email, phone, or text message and schedule appointments and follow-ups.
Internal SMS & Email Notifications to Law Firm: Carleton PR also set up a system that automatically sent SMS and email notifications to the attorney and his staff whenever a new lead was generated or a lead moved to a different stage in the pipeline. The notifications helped the attorney and his staff to stay updated and responsive to the leads.
Proven Intake and Follow-Up Systems: Carleton PR provided the attorney with proven intake and follow-up scripts and templates that he could use to contact and communicate with the leads. The scripts and templates were based on best practices and research that showed how to effectively persuade and convert the leads into clients. The scripts and templates also addressed the common questions, objections, and concerns that the leads might have about the lawsuit and the attorney.
Outsourced Intake – Carleton PR partnered with a third-party intake service that helped the attorney handle the initial contact and qualification of the leads when the quantity became too much for the firm to handle on their own. The intake service used trained and experienced agents who called, texted, or emailed the leads within minutes of their submission and verified their eligibility and interest in joining the lawsuit. The intake service also collected and verified the necessary documents and information from the leads and transferred them to the attorney for further consultation and sign-up. The intake service also provided the attorney with a customized dashboard that showed the case status and the details of each lead.
Results and Outcomes
The marketing campaign and the intake system were highly successful and exceeded the expectations of the attorney. The campaign and the system delivered the following results and outcomes:
4200 Leads: The campaign generated a total of 4200 leads in six weeks, which was more than double the initial goal. While the leads came from a variety of sources and channels, the Facebook lead campaign was by far the most effective.
500 Signed Cases: The intake system helped the law firm sign up 500 clients, which was more than four times the initial goal. The intake system also helped the attorney sign up the clients in a timely and professional manner, without compromising the quality and the compliance of the process.
Attorney Fees $8000 to $12,000 per Case: The attorney estimated that he would earn between $8000 to $12,000 in attorney fees per case, depending on the outcome and the settlement of the lawsuit. This means the attorney could potentially earn between $4 million to $6 million in total revenue from the lawsuit, which is a significant return on his investment.
Conclusion and Recommendations
The case study demonstrates how a Mississippi attorney teamed up with Carleton Public Relations and used digital marketing and intake management to generate and sign up 500 clients for a WARN Act lawsuit. This case study shows that digital marketing and intake management are powerful and effective tools that can help attorneys to reach and attract potential plaintiffs for their lawsuits, especially in cases where the plaintiffs are dispersed and hard to find. This study also shows that digital marketing and intake management require careful planning, execution, and optimization to achieve the best results and outcomes.
Based on this study, the following recommendations can be made for attorneys who want to use digital marketing and intake management for their lawsuits:
Choose a Marketing Agency that Specializes in Legal Lead Generation: The attorney should choose a marketing agency that has experience and expertise in generating leads for legal cases, especially for the specific type of case that the attorney is pursuing. The agency should be able to design and implement a customized and comprehensive marketing campaign that uses a mix of online platforms and channels to target and attract the potential plaintiffs. The agency should also be able to monitor and measure the performance of the campaign and make adjustments and improvements as needed.
Use a CRM Software to Track the Progress of your Leads: The attorney should use a CRM software and shouldn't be afraid to hire a third-party intake service to handle and process the leads if the quantity is too much for the law firm staff to handle. The CRM software should allow the attorney to store and organize the contact information and the status of each lead, as well as to communicate and follow up with the leads. The third-party intake service should help the attorney to contact and qualify the leads, as well as to collect and verify the necessary documents and information from the leads.
Use Proven Intake and Follow-Up Scripts and Templates: The law firm should use proven intake and follow-up scripts and templates to contact and communicate with the leads. The scripts and templates should be based on best practices and research that show how to effectively persuade and convert the leads into clients. The scripts and templates should also address the common questions, objections, and concerns that the leads might have about the lawsuit and the attorney.
Schedule Multiple Calls, SMS Messages & Emails for Every Lead: The law firm staff should also schedule multiple calls, SMS messages, and emails for every lead at different intervals and times. The messages should remind, encourage, and motivate the leads to take the next steps and sign up for the lawsuit. The messages should also be personalized and customized to address the specific needs and concerns of each lead.
By following these recommendations, the attorney can increase the chances of generating and signing up more clients for his lawsuit and achieving a successful outcome.
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