Professional Documents
Culture Documents
Legal Employment Agency Marketing Plan
Legal Employment Agency Marketing Plan
oymentAgenc
y
Marketi
ngPlan
LegalAs
soc
iat
esT
empAgenc
y
Thisisacompleteexampl
eofamar ket
ingpl
an.Youarewelcometouset
his
contentasaguidewhenplanni
ngyourownmar ket
ingact
ivi
ti
es.
Tocreat
eamar ket
ingpl
anofyourowntogr
owyourbusi
ness,pl
ease
consi
derourpopularMarket
ingPl
anProsof
twar
e.Lear
nmor eat
www.pal
oalt
o.com.
Cr
eat
eamar
ket
ingpl
ant
hatget
sres
ult
s
Bes
tsel
li
ngs
oft
war
e.Now power
edbyDuc
tTapeMar
ket
ing.
“Si
mpli
fi
estheprocessofbui
ldi
ngsupport
ing •F
ocusonac
tionandr
esul
ts!
document
ati
onforyourmarketi
ngagenda.
”
•Pac
kedwi
thadvi
ceandexampl
es
•Eas
yfor
ecas
ts&budget
s
“Cr
eateanact
ionplanforyour •Pr
esentyourpl
anwi
ths
tyl
e
market
ingt
ogrow yourbusiness.
”
•I
nst
antdownl
oad!
Versi
on11.
0
$179.
95
Lear
nmor
eat www.
pal
oal
to.
com
Aboutthismar ket
ingplan
Names,locat
ions,andnumbersint
heorigi
nalpl
anmayhavebeenchanged,andsubst
ant
i
alpor
ti
onsoft
heor
igi
nalpl
ant
extmay
havebeenomi t
tedtopreser
veconf
ident
ial
i
tyandpr
opr
iet
aryi
nfor
mati
on.
Guidelinesonusingthispl an
Youar ewelcometouset hi
splanasast ar
tingpointt
ocreateyourown,butyoudonothavepermissiont
oreproduce,publ
i
sh,
dist
ri
buteorevencopythisplanasi texi
stshere.Requestsforrepr
int
s,academicuse,andot
herdissemi
nati
onofthissampleplan
shouldbeemai l
edtot
hemar ket
ingdepar t
mentofPal oAlt
oSoftwareatmarketi
ng@paloal
to.
com.Forproducti
nfor
mationvi
sitour
websiteatwww.pal
oal
to.com orcall1-800-229-7526.
Copyr
ight©Pal
oAl
toSof
twar
e,I
nc.(
www.
pal
oal
to.
com)
.Al
lri
ght
sreser
ved.
Confidentiality Agreement
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 16
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 16
The Legal Associates Temp Agency
The Legal Associates Temp Agency (LATA) is a full-service temp agency providing Denver,
Colorado with qualified, experienced, temp attorneys. This market has been addressed to some
extent by larger, general temp agencies, but has not been fully served.
LATA will offer a much higher-quality alternative to the current offering of temp attorneys. LATA
will appeal to small- to mid-sized law firms who are in need of temp legal help for individual
projects.
The Legal Associates Temp Agency's mission is to provide the customer with legal professionals for
whatever needs they may have. We exist to attract and maintain customers. When we adhere to
this maxim, everything else will fall into place. Our services will exceed the expectations of our
customers.
LATA will also be attractive to firms that are looking for a new associate but want to try out the
attorney before hiring as a permanent employee. LATA's service will allow the firm to use a temp
attorney for up to three months and then decide if they want to convert them into a full-time
employee. This significantly reduces the risk associated with hiring new employees. The Denver
legal market is currently undeserved and LATA will easily find their niche.
LATA will leverage its competitive edge of legal market concentration to quickly grow its market
share. The projected growth rate for LATA is 107% by year three, with gross margins at 100% as
a percent of sales.
$250,000
$200,000
$150,000
Small-size law firms
Medium-size law firms
$100,000
$50,000
$0
2001 2002 2003
Page 1
The Legal Associates Temp Agency
LATA is in the first year of operation as a start-up company. LATA recognizes the need for a well
thought out, comprehensive marketing plan to ensure profitability. LATA offers the legal market
well-trained attorneys who are able to be assigned to a firm and productive quite quickly. The basic
market need is a temp firm that concentrates solely on the legal market, addressing the particular
need the market faces.
LATA possess good information about the market and knows a great deal about the common
attributes of the most prized customers. LATA will leverage this information to better understand
who is served, their specific needs, and how LATA can better communicate with them.
Target Markets
Small-size firms
Mid-size firms
Page 2
The Legal Associates Temp Agency
The profile for LATA's customers consists of the following geographic, demographic, and behavior
factors.
Geographics
• The immediate geographic target is the city of Denver (and the surrounding communities)
with a population of 1.7 million.
• A 65 mile radius is in need of the services.
• The total targeted population is 499 firms.
Demographics
Behavior Factors
• The firms would rather use a trained temp attorney, rather than find a part-time attorney
to permanently join them.
• Are often taking on projects that they cannot complete with their own resources, knowing
that they will be able to secure part-time help.
LATA is providing its customers with a temp attorney service that can be instituted and productive
quickly. LATA seeks to fulfill the following benefits that are important to its customers.
• Fast Deployment: LATA's attorneys are already trained so they can rapidly assimilate
themselves to the project on hand.
• Skilled Attorneys: LATA has an in-house training program that provides attorneys with all
of the requisite skills required to serve LATA's clients.
• Customer Service: LATA exists to serve the customer with any need they may have.
Customer satisfaction is the goal of all transactions and will be accomplished regardless of
the short-term costs.
Page 3
The Legal Associates Temp Agency
The market trend for law firms is a decrease of hiring of partners and associates to ensure lean
operation during economic downturns. With the recent Internet bubble burst, many law firms were
caught off guard for the economic downturn.
The current trend is of maintaining a lean labor force to avoid getting caught off guard for future
changes.
Market Forecast
700
600
500
400
Small-size firms
300 Mid-size firms
200
100
0
2001 2002 2003 2004 2005
Page 4
The Legal Associates Temp Agency
The demand for temp attorneys has grown in the last two years by 19%. The general temp
agencies usually have a few attorneys ready for deployment, but generally do not have enough
attorneys as the legal field is not the industry that they typically concentrate on.
Consequently, this has created a demand on contract attorneys. The difficulty with this solution is
that there is not an established network of contract attorneys so it is difficult to find them when
they are needed.
The current situation has created outstanding growth for temp attorneys, particularly agencies that
specialize in serving the legal profession. As firms continue to deal with the decrease of legal work,
they continue to ensure lean labor, recognizing and utilizing temp attorneys.
9.00%
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Small-size firms Mid-size firms
Page 5
The Legal Associates Temp Agency
The following SWOT analysis captures the key strengths and weaknesses within the company, and
describes the opportunities and threats facing LATA.
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
• Competition from other temp agencies that decide to concentrate on the legal market.
• Changes in the state bar's opinions regarding temp attorneys helping staff attorneys on
new and ongoing projects.
• A mass exodus of the trained temp attorneys to full-time positions.
There are many different temp firms in Denver. On a nationwide scale, the largest franchise temp
agencies make up 40% of the market.
Denver has a similar makeup with several large franchise temp agencies. There are also many
independent temp companies. Typically, both the franchise and independently-owned companies
are either generalists or concentrate on a broad group of skills like professionals or IT. It is quite
rare for a company to be specific enough to only serve a single profession. While concentrating on
a single profession limits the market size of the firm, it allows the temp firm to offer a higher level
of service for that specific market niche.
There is a recent trend of companies hiring temp workers and converting them to full-time
employees. This allows them to spend less money upfront on the worker and also allows them a
trial period with the employee. While any employer can set up a trial or probationary period for a
worker, the temp set up allows them to do this without investing much money into hiring or
Page 6
The Legal Associates Temp Agency
training of the worker. It allows the firm to pay the temp agency to be their HR department,
converting the temp worker into an employee of the firm after they have been impressed with the
temp's work product and personality.
The Legal Associates Temp Agency will provide law firms with experienced temp attorneys. LATA
will have both generalist and specialty temp attorneys who are able "enter a firm/project on their
feet running" with minimal training and supervision. LATA's services will be attractive to firms who
need help quickly and do not have the time or money to interview, hire, and train an attorney for
the short-term project.
LATA also provides temp attorneys to firms who want to use LATA's service as a replacement for
their HR department. In this situation, LATA will perform all of the HR functions of interviewing,
training, hiring, and payroll, allowing the firm to bring someone on board and use them for several
months as a probationary period, if they like the attorney they may then convert them into a full-
time employee while paying LATA a small fee to allow us to give up our rights to the temp
attorney.
The temp agency in Denver is similar in size to comparable cities in other states. Most agencies
have some degree of specialization. Some firms serve IT companies, some serve clerical needs.
Most firms do not specialize in such a narrow area as the practice of law. If they served law firms,
it is generally a part of a larger professional group practice.
Companies that are in need for temp workers will contact a temp agency and tell them what type
of workers they need. The temp agency will have a list of potential workers that they have
previously interviewed and screened for highly qualified applicants with specific skills. The company
will then pay the temp agency an hourly wage and the temp agency pays its temp worker. The
margins in the temp industry are typically 14%-20%.
The value that the temp agencies develop for the companies is that they do all the job posting,
interviewing, screening, and hiring, payroll, etc. If the company is unhappy with the temp worker
most temp agencies will replace them with someone else. This is quite attractive for many
companies who do not have the time or resources to invest into finding temp help.
• Superior product.
• Flexible service options.
• Outstanding customer service.
Page 7
The Legal Associates Temp Agency
LATA is still in the speculative stages as a service provider. Its critical issues are:
• To grow slowly, correctly forecasting customer needs, yet remaining flexible enough to
make fundamental changes mid-stream.
• To establish LATA as the premier legal temporary agency in the Denver area.
LATA is specifically targeting the small- and mid-size law firms because they are the most likely to
use a temp service consistently. LATA's strategy for marketing its service will be based on different
forms of communication:
1. Advertisements in the bar journal. All attorneys that are licensed to practice in the state get
the bar journal and frequently refer to the bar journals classified section for job related
information. The bar journal is the number #1 source for reaching the legal community.
2. Advertisements in the Yellow Pages. The Yellow Pages are a typical resource that people
use when searching for specific things.
3. Website. LATA is developing a website that highlights the different services that it offers.
The website will be found using common terms in a search engine.
3.1 Mission
The Legal Associates Temp Agency's mission is to provide the customer with legal professionals for
whatever needs they may have. We exist to attract and maintain customers. When we adhere to
this maxim, everything else will fall into place. Our services will exceed the expectations of our
customers.
Page 8
The Legal Associates Temp Agency
• The first group consists of mid-size law firms. These firms have between seven and 15
attorneys. These firms will need help on a project occasionally, typically for a limited
duration. The firm would contact a temp agency such as LATA and bring on the temp
attorney to help out with the project. The temp attorney would typically assist with case
instead of taking it over.
• The second group is small-law firms. These are solo practioners or firms up to six
attorneys. They might have a client who brings them a case that they did not have the time
for but they do not want to turn away. They get the client's consent to use an attorney that
is not formally a part of the firm, hire a temp attorney, and allow the temp to take care of
the case while they have a limited supervisory role.
In addition to these two groups there might be other miscellaneous customers that do not fit
neatly into a segment.
3.5 Positioning
LATA will position itself as the premier legal temp agency in the Denver area. Denver law firms will
appreciate the qualified, trained attorneys who are ready to immediately join a project and be
productive. LATA will leverage its competitive edge to achieve this positioning:
• LATA's competitive edge is its concentration on the legal market, specifically attorneys.
While concentrating on such a narrow skill set reduces the overall market size, it allows
LATA to better serve those customers that are within this space. Concentrating on a specific
profession will allow LATA to offer a higher level of service and attention than a general
temp agency could offer. This higher level of service will be translated into a more
predictive screening process for choosing attorneys. Using Steve's experience as a
practicing attorney, as well as cutting edge HR techniques, he will be able to develop a
statistically more accurate method of predictive interviews, called structured behavioral
interviews. This method of interviewing is statistically more predictive than all other
methods. Additionally, Steve's legal background will allow him to develop the behavioral
situations that attorneys are likely to encounter.
• Steve will also be able to add value through the training process that he develops to allow
the temp attorney to seamlessly jump into a project and exceed all of the expectations that
the firm has. These expectations will be developed through the relationship that LATA forms
with the firm when they are entering into a contract with LATA.
• Although there are a fair amount of attorneys in the Denver market, it is still a close-knit
group of professionals. Many attorneys know each other within the community, especially
the longer they practice in the area.
Page 9
The Legal Associates Temp Agency
• LATA will have developed instant credibility because of the years of law practice that Steve
has under his belt. This credibility will help LATA overcome any initial reluctance a firm
might have regarding hiring a temp due to the trust bond that Steve has established while
practicing in the Denver community.
The main objective is the premier temp agency serving the Denver legal community, commanding
a majority of market share within the first five years. The marketing strategy will seek to first
create customer awareness regarding the services offered, then develop the customer base, and
finally work toward building customer loyalty and referrals.
The message the LATA will seek to communicate is that it offers the highest quality attorney temp
agency in the Denver area. This message would be communicated through a variety of methods.
The first method will be through advertisements in both the local bar journal as well as the Yellow
Pages.
A second method of communication will be LATA's website. The website will be a rich source of
information regarding the services offered.
The last method of communication will be networking. Steve was worked in the Denver legal
community for 10 years and has established personal/professional relationships with many of the
different firms in Denver. Steve will leverage these relationships to develop LATA's customer base.
LATA's marketing mix is comprised of the following approaches to pricing, distribution, advertising
and promotion, and customer service.
• Pricing: LATA's pricing scheme will be based on a certain profit margin that it is trying to
achieve.
• Distribution: LATA is able to offer its services to any firm in the Denver area.
• Advertising and Promotion: The most effective efforts will be the use of a website,
advertisements, and networking.
• Customer Service: The mission of LATA is to exceed customer's expectations. This will
ensure customer satisfaction.
Page 10
The Legal Associates Temp Agency
During the initial phases of the marketing plan development, Steve held several focus groups with
managing partners of several different firms. The purpose of the focus groups was to gain insight
into labor decisions that managing partners face on behalf of a firm.
The focus groups were instrumental in collecting valuable information regarding the partner's
needs for additional attorneys. Some of the issues explored were times of the year that additional
help is often required, the thought processes partners go through when determining what
resources are needed to serve a new project/client, the amount of money they are willing to spend
on well-trained temp attorneys, and under what circumstances the firm would consider hiring the
temp attorney on as a permanent attorney.
For some of Steve's friends that were unable to attend the focus groups, Steve put together a
survey that explored some of the same issues and some new ones in a survey format. Steve was
careful to craft a statistically significant and accurate survey. Steve leveraged his networking
contacts to generate a good response for the survey. Both the focus groups and survey provided
LATA will invaluable information regarding the market and the customers within the market.
4.0 Financials
This section will offer a financial overview of LATA as it related to the marketing activities. LATA will
address break-even analysis, sales forecasts, expense forecasts, and how they link to the
marketing strategy.
The break-even analysis indicates that $22,500 is needed in monthly revenue to achieve the break-
even point.
Break-even Analysis
$15,000
$10,000
$5,000
$0
($5,000)
($10,000)
($15,000)
$0 $7,200 $14,400 $21,600 $28,800 $36,000
Page 11
The Legal Associates Temp Agency
Break-even Analysis:
Monthly Units Break-even 50
Monthly Sales Break-even $22,500
Assumptions:
Average Per-Unit Revenue $450.00
Average Per-Unit Variable Cost $150.00
Estimated Monthly Fixed Cost $15,000
Page 12
The Legal Associates Temp Agency
The first two months will be setting up the office and developing the interviewing process and
training courses. LATA will also have the website online by the end of month two and the printed
material ready to go. All of the advertisements will be submitted so by month three so LATA will be
"online." Months three through five will be slow but steady. LATA will have some temp activity that
will increase as LATA becomes more visible. By month six things will be ramping up and will keep
LATA quite busy. By month 12 or 13 things will have gotten quite busy and Steve will be looking to
hire a new salesperson so he can do some business development.
The first four to five months will be heavy administratively, but LATA believes that the
administrative expense will be worth while as it will allow LATA to grow more painlessly when it
gets busier by month six.
$20,000
$18,000
$16,000
$14,000
$12,000
$6,000
$4,000
$2,000
$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sales Forecast
Sales 2001 2002 2003
Small-size law firms $44,749 $105,874 $110,478
Medium-size law firms $61,445 $113,587 $125,477
Total Sales $106,194 $219,461 $235,955
Page 13
The Legal Associates Temp Agency
Marketing expenses are to be budgeted so that they are much higher during the first quarter of
business. This is particularly important as a startup company that needs to develop visibility. The
expenses will then remain steady until the fall when they will ramp up again to correspond with the
normal increase in demand.
$1,800
$1,600
$1,400
$1,200
$1,000 Advertisements
$800 Website
Networking
$600
$400
$200
$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Page 14
The Legal Associates Temp Agency
5.0 Controls
The purpose of LATA's marketing plan is to serve as a guide for the organization. The following
areas will be monitored to gauge performance.
5.1 Implementation
The following milestones identify the key marketing programs. It is important to accomplish each
one on time, and on budget.
Milestones
Installation of website
Advertising campaign #1
Advertising campaign #2
Profitability
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Milestones Plan
Milestone Start Date End Date Budget Manager Department
Marketing plan completion 1/1/03 2/1/03 $0 Steve
Installation of website 1/1/03 2/1/03 $1,000 Outsource IT
Advertising campaign #1 1/1/03 4/30/03 $1,950 Steve
Advertising campaign #2 9/1/03 12/30/03 $1,850 Steve
Profitability 1/1/03 3/15/04 $0 Everyone
Totals $4,800
Page 15
The Legal Associates Temp Agency
Steve is primarily responsible for the marketing activities. Steve will outsource the creative
exercises.
Website design, development, and hosting, as well as search engine submissions and search
results display of LATA's website will be outsourced to the experts at 1st-At-The Top.com Internet
and E-commerce Consultants ( www.1st-At-The-Top.com ). It is not enough to build a website.
There is an entire strategic process which must be implemented in order that searchers FIND a
website when using an Internet search engine.
Page 16
Appendix: The Legal Associates Temp Agency
Table 4.2 Sales Forecast
Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Small-size law firms $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Medium-size law firms $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cost of Sales $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Page 1
Appendix: The Legal Associates Temp Agency
Table 4.3 Marketing Expense Budget
Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Advertisements $500 $500 $475 $475 $300 $325 $350 $375 $500 $475 $450 $425
Website $1,000 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Networking $275 $300 $325 $350 $200 $200 $225 $250 $300 $325 $350 $350
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $1,775 $900 $900 $925 $600 $625 $675 $725 $900 $900 $900 $875
Percent of Sales 0.00% 0.00% 39.13% 36.22% 8.96% 8.22% 8.01% 6.94% 5.88% 5.63% 4.91% 4.72%
Contribution Margin ($1,775) ($900) $1,400 $1,629 $6,100 $6,975 $7,748 $9,723 $14,418 $15,088 $17,431 $17,657
Contribution Margin / Sales 0.00% 0.00% 60.87% 63.78% 91.04% 91.78% 91.99% 93.06% 94.12% 94.37% 95.09% 95.28%
Page 2