608-55 Water Street
Vancouver, BC
Canada V6B 1A1
New Look and Website for Bankruptcy Trustee G Slocombe & Associates

September 17th, 2014

Skunkworks Creative Group

New Look and Website for Bankruptcy Trustee G Slocombe & Associates

Recently we had the pleasure of working with G Slocombe and Associates, licensed Trustees in Bankruptcy serving Vancouver Island and the Kootenay Region.  The firm offers full service insolvency & restructuring services.

Dealing with unmanageable debts is an uncomfortable experience. Your options may seem like a bitter pill for your financial health.  Whether bankruptcy, consumer proposals, or other debt management alternatives, you want help from someone with experience.  Gareth Slocombe wanted to address this issue when rebranding G Slocombe & Associates Inc.

New Corporate Identity

After 14 years in business G Slocombe and Associates needed to refresh its brand.   They wanted a new corporate identity that was clean, modern, and offered a sense of optimism for clients facing financial challenges.  Our design maintains the firm’s existing colour palette and introduces a new graphic element suggestive of turning things around.

 

G Slocombe & Associates new logo

 

Website

We wanted slocombe-trustee.com to convey both expertise and understanding, two of Gareth’s key business values when assisting clients. The previous website offered free bankruptcy resources loosely assembled over 14 years in business. To connect with individuals in the midst of financial woes, or seeking information on debt management options,  we opted for a large header image that leverages the idea of a fresh start and gives the firm a distinct look and feel. Additionally, we used a warm and welcoming colour palette while balancing a clean and professional appearance.

 

Slocombe Screen Shot Home page

To bring the website up to speed with modern trends, we created large call to action buttons, click to call functionality, added a blog, social media buttons, and embedded google maps so individuals can easily contact Gareth.

We were happy to assist Gareth in developing his website and wish G Slocombe and Associates ongoing success.

You can view the full website here: http://slocombe-trustee.com/

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When Should You Market Your Law Firm?

August 26th, 2014

Skunkworks Creative Group

When Should You Market Your Law Firm?

It’s About Time

In business, as in life, timing is everything. While much of our work at Skunkworks involves developing marketing strategies for law firms, we rarely have an opportunity to influence timing for these marketing efforts. The timing is either now, or just as often, yesterday. These are business-driven decisions. As more of our clients have converted to ongoing retainers, we increasingly have opportunities to develop long-term marketing strategies that track a firm’s overall business goals. This allows for seasonal projects, benchmarking, and much better transparency into the relative performance of campaigns. Like any business, our clients want to see a return-on-investment. Despite our move towards ongoing retainers, we have identified some predictable stages where timing is particularly important for law firms. Seasonal Leaves

New Firms

Starting a new practice remains the most common time to invest in marketing efforts. The proverbial hanging of a shingle is much more involved these days. A basic investment will include a corporate identity package (business cards, letterhead, envelopes) and a simple website. You need to a) be found by people looking for you and b) project both professionalism and a sense of permanence. Just investing in a logo shows people that you are serious about your business and will be around for the foreseeable future. You should start considering these details at the same time you are structuring the new firm. A website should be live, at latest, on the day you start accepting clients for the firm.

Succession Planning

Your firm may have a great reputation, but this reputation is most likely tied to senior practitioners. Some day, they’ll want to cash-in their billable hours for putting greens and babysitting the grand kids. The second most common time for lawyers to invest in marketing is as succession plans are being developed. The trick is to transfer the firm’s goodwill to those carrying-on the torch. This needs to happen well before the retirement party.

Keeping Up With the LLPs

Another strong influence for the timing of marketing projects is because the firm has not kept-up with its competitors. We see firms at each price point moving forward in waves. When a group of firms starts updating, the rest will be close behind. Because marketing efforts take time to execute, you want to make sure that you have a strategy in place that reflects such inevitable updates. Budget for them. Marketing, much like software, is now moving towards a continuous cycle of smaller subscription updates rolled-out as they emerge rather than large overhaul updates every couple of years. This is one of the bigger drivers behind our increased use of an ongoing retainer model.

Slow Periods vs Ongoing Efforts

Most firms are reluctant to do any marketing while they’re very busy. They would prefer to wait until things are slow. This will be too late. Marketing a law firm takes time. The idea is not just to be busy, but to stay busy. The best time to invest is when things are moving along well and you can piggy-back on your existing success. If you receive too many inbound leads, refer the work to colleagues and bank the goodwill. Alternatively, hire some help.

In summary, I want to emphasize that legal marketing needs to be done early. We can only help if there is enough time. By working with more firms on ongoing retainers, we hope to raise the bar on legal marketing by delivering the right message, to the right people, at the right time. Our upcoming case studies will show how we make this happen.

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The Nuts and Bolts of Running a Website: Domain Names and Web Hosting

July 29th, 2014

Skunkworks Creative Group

The Nuts and Bolts of Running a Website: Domain Names and Web Hosting

Keep a copy of your Logins

Login screen

To run a website you need a domain name (sometimes referred to as a URL*) and web hosting. They are not the same thing although the same company can take care of both elements for you. There are some administrative efficiencies to be gained if you register your domain name and host your website with the same company.

Golden Rule Number 1: ALWAYS make sure you keep a record of the login details (usernames and passwords) for both your domain name registration and your website hosting.

 

When you (and I do mean you and not your website developer) register your domain name and sign up for hosting you will get an email back from the registrar or hosting company with your login information. This typically consists of a username and a password. I can’t stress enough how important it is that you keep a copy of this information at the firm. Do NOT leave it to your web developer to set up your accounts and store this information. There are two reasons for this. First, these are firm assets and as such should be purchased directly by the firm not a third party supplier. Second, you want to make sure that you don’t have to go through a third party to get help with your domain name or your website. If your developer (or agency) disappears (people do win the lottery and bugger off to the Canary Islands…or so I’m told) or you decide to change suppliers you may end up being stuck. Things move fast in cyberspace. Companies act as resellers for other companies that get bought up, go out of business or merge and it is not always easy to figure out where your information has gone after two, three or four years have passed.

We’ve spent many an hour trying to track down this critical information for clients and while we’ve never come across a situation we couldn’t resolve, we have had to charge for the time it took us to retrieve the information and sometimes at premium rates if the situation is an emergency (think website hack or downed email). The point is…your login information is crucial for the running and maintenance of your key marketing asset and, if email is involved, your firm.  Therefore, you need to make sure you have a copy of it … somewhere accessible.

Domain Names

Think of your domain name as your online address. Domain Name registration costs vary but you can expect to pay around $15 / year for a decent Registrar. We define decent as a company that also offers website hosting and is responsive if something goes off the rails and you need help (e.g., 24/7 live technical support or as close to it as you can get).

Cheap is not necessarily good in the world of websites. You get what you pay for especially when it comes to customer service. If you have ever had your website hacked or simply go down you already know that response time is important.

Website Hosting

Website hosting is typically the lease of space on a server maintained by a third party supplier. It is the “place” where the design files and databases for your website live. Your domain name must be connected to your web hosting in order for people to access your website pages. Hosting costs also vary but again, in our experience, you get what you pay for. $1/year for hosting is not such a good deal when your website or your email hosting goes down and you can’t locate a real person to help you. Ask anyone who’s productivity has come to a screeching halt when email goes pffft (not to mention the potential liability issues that arise).

Expect to pay between $20 to $30 / month for quality hosting ($240 to $360 / year). This is not the place to pinch pennies. You want to be sure you are with a reputable host with good (preferably live) technical support. Shared grid hosting is usually sufficient but be aware that if you happen to be sharing a server with a company that has poor security practices and they get hacked continually there is a good chance that your website will go down too while the hosting company takes steps to fix the problem.

It’s also useful to sign up with a hosting company that caters to the website platform you are planning to use. We recommend hosting companies that have a good track record with WordPress sites because that is the platform we prefer to use.

There is no perfect web hosting solution but we have historically had a good experience with Media Temple so you may want to check them out. I do hasten to add that Media Temple has been bought out by GoDaddy recently so it remains to be seen whether that will have any impact on the quality of their service offerings (I hope not).

Email Hosting

A note on email. Email is critical to the running of a law firm. Consequently, you may want to consult your in-house IT people (or an IT firm that caters to law firms or professional services firms e.g., BMC Networks) about keeping your email and your website separate. You can operate without a website, operating without email is a much tougher proposition. You can still use your domain name as your email suffix e.g., I use marni@skunkworks.ca but our website is hosted in one location while our email is elsewhere.

Further, when you are dealing with a website developer you should confirm that they will collaborate with your in-house IT or whoever you have looking after your email, whenever they are doing anything that may affect the firm’s email. Often there is no potential for impact but it’s a) a courtesy and b) a bit of insurance policy to have a second set of eyes monitoring the situation when you are making changes.

*This is technically incorrect as URL stands for Universal Resource Locator and is actually how your computer finds individual web pages that you are trying to locate. For example, in the URL: http://www.skunkworks.ca/people/marni-macleod, skunkworks.ca is the domain name and “/people/marni-macleod” refers to the specific page. In this case it’s the page on the Skunkworks website that contains my bio.

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Lex Appeal – Can Sex Sell Legal Services?

July 9th, 2014

Skunkworks Creative Group

Lex Appeal – Can Sex Sell Legal Services?

Sex Sells

Using sexually suggestive content to market products or services is as old as advertising itself. The truism of sex sells is pushed forward in advertising with every passing Super Bowl. Jeans and shampoo as sexualized products are standard fare.  The latest messages to be sexed-up include website hostingcancer awareness, and coffee. When it comes to competing for limited attention spans, sex is pretty much a sure bet. Like moths to a flame, we humans are a predictable lot. Even the moral outrage that follows sexualized marketing is practically scripted.

Sexy Stock

Sexy Lawyer Stock Photo

“Sexy Lawyer” from iStockphoto

From an ad agency’s viewpoint, the sexualized nature of advertising is on full display on stock photography websites. Even a seemingly benign search query will generate images of scantily clad women (a microcosm of the Internet). Just about any search for pictures of women will produce results for images tagged as sexy [see sexism below]. What is perhaps surprising is that this remains consistent for stock imagery of business professionals. A search for “sexy lawyers” produces results that are 90% female and 72% offensive.

Sexy Lawyers?

If sex sells just about everything, can it sell legal services?

It certainly sells the profession.  The handsome lawyer is a staple of American culture, from Gregory Peck as Atticus Finch to George Clooney as Michael Clayton.   Much like Law & Order evolved to reflect modern technology, so too have women emerged as central characters in legal dramas. The Ally MacBeal effect also established law firms as highly sexualized workplaces where female lawyers would routinely use their sex appeal as yet another weapon in their legal toolkits. The Harvey Specter effect follows suit(s) and the Internet has even taken the time to create a Law & Order Prosecutor Hotness Ranking.

Outside of prime time programming, sex has not been a big part of marketing law firms…in Canada at any rate (must be our British roots). Leaving aside the wildly immature Life’s Short. Get a Divorce campaign flogged to death (pun intended) by American law firm Corri Fetman & Associates, Ltd., sex has not been a substantive part of the Canadian legal advertiser’s paradigm. My view is that this is directly tied to the ever-present issue of Women & the Law. The short story is that women have not achieved equal participation in the profession due to entrenched social and economic structures. If I had an MBA, I would note that the legal profession lacks a level playing field.

The stereotype of old white men has remained the dominant face of the profession. Marketing this demographic with sex appeal has not been a popular approach. Neither has harnessing the sex appeal of young male associates in their sharp three piece suits. This follows from the traditional view that most clients are caucasian heterosexual men. This raises the question of who are these hypothetical clients that we’re talking about and how can we give them what they want?

Times change. My law school class was around 60% female. While the structural problems at the top of the profession remain unresolved, there are now binders of women practising law. Similarly, the hypothetical client is changing as well. With such demographic changes and an increasingly competitive market, can sex sell legal services? Or to take another tack…should it?

Do clients want to hire sexy lawyers?

The big question from our perspective is who clients want to hire. By that we mean what characteristics do they possess that go beyond skin deep. Anecdotally, we still see a strong demand for old white men because they  “look like lawyers.” This cuts across gender, ethnicity, and age. I still hear stories of clients who hire lawyers without any overlapping spoken language competency. There is certainly emerging demand evidenced by Google searches for other compentencies like: “Punjabi Speaking Injury Lawyer” or “Best Female Family Lawyers.” However, this group of prospective clients remains a small, albeit growing, segment of the market. Either prospective clients don’t care, or sex and age are implied in generic search queries.

What I can say is that people aren’t actively looking for sexy lawyers. I’ve seen almost every imaginable legal search query over the years and sex has never been on the radar. The subsequent question is whether sex appeal would make the difference in choosing between equally qualified counsel. We know that a lawyer’s image on their LinkedIn profile is the most important part of the profile, but does this apply to looking sexy on a website? Does a sexy image undermine your competency as a lawyer? This is certainly a risk.

Lawyers have the advantage of professional attire. Both men and women can look good in business clothes. Well-cut suits and business skirts are routinely cited as being sexy uniforms. There is also a confidence and projected power carried by many lawyers that people find sexually compelling. Whether intentional or not, there are already firms of “hot lawyers.”

 

Young businessman standing

A rare “sexy lawyer” that happens to be a man.

My view is that lawyers should market themselves according to their personality. If you have a sexually charged public personality, go with it (bearing in mind the dicates of the Code of Professional Conduct and the legal marketing rules therein…ahem). The legal market is vast and there is room for all kinds of personalities. The other advantage in harnessing sex appeal is that it allows you to distinguish yourself from competitors. This is, after all, one of the goals of marketing.

Building Lex Appeal

The majority of lawyers will choose not to market their services using sex. In that case, you still need something other than legal competency through which prospective clients can relate to you and remember you. I call this zest. It can be art, music, shoes, sports, religion, a cowboy hat or your crazy polka dot bow-tie.  It just needs to be something. For example, I’m a lawyer that bakes pies. That’s my zest. While some lawyers are lawyer’s lawyers (people who are lawyers to their very spiritual core) there’s only so much room for this brand in any market. For emphasis, it is OK for lawyers to have a personality.

Sexism

I would be remiss if I didn’t acknowledge the blatant sexism in this blog post. While I’ve tried to be fair between the sexes, the world doesn’t even pretend to be fair. The notion that “sex sells” is generally synonymous with “objectified female bodies leveraged to make a buck at the expense of gender equality.” This culture pervades our society. Accordingly, using sex appeal in any marketing is admittedly problematic. While I do see this as a problem, I also think that it helps change public perceptions in terms of who looks like a lawyer. Lawyers come in all genders, colours, shapes, sizes, and ages. From a marketing perspective, each of these is a branding opportunity.  There’s nothing more modern than acknowledging sexism, owning your sex appeal, and getting back to work.

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***** Best Lawyer in Town — Managing Law Firm Reviews

May 21st, 2014

Skunkworks Creative Group

***** Best Lawyer in Town — Managing Law Firm Reviews

Reviews Rule

According to Google:

97% of consumers research products and services online before buying locally.

90% of customers say that buying decisions are influenced by reading online reviews.

55% of small businesses have zero reviews on the web.

The Best Lawyer

These numbers suggest that besides a website, attracting positive reviews should be a top priority for your firm. You want to be known as the best lawyer in town.

Not so easy. Lawyers in British Columbia cannot advertise as being the “best” because it is inherently unverifiable. Even if you could, prospective clients are not going to give you much credibility for such self-serving marketing bumph. Despite this explicit guidance, the legal marketing directory Best Lawyers (a peer-reviewed system) remains a common sight in the legal community. Is it enough if other lawyers confirm that you really are the best? Does this make it verifiable?

Public reviews are governed by similar standards, with the Law Society offering specific guidance on client testimonials. Testimonials must be true and verifiable. This applies to all marketing materials produced by the firm, including the website or any print materials. Read the rest of this entry »

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