Increase in case volume over the last three years
Reduction in average cost per case
Growth in firm size and personnel, going from 70 employees to nearly 150
Scale utilized customer segmentation, a targeted and customized media buy, and a creative overhaul to triple a firm’s case volume and reduce the average cost per case by over 50%.
We navigated challenges throughout the process.
Firm had grown their ad spend significantly prior to engaging Scale and experienced diminishing returns.
Media was dominated by broadcast TV and paid search. Incumbent media mix was silo’d into two channels.
Creative messaging reflected typical attorney in front of green screen with cliche’ talking points.
Although the client focused on two unique types of cases, the media was homogenized.
We utilized our expertise to find solutions.
Performed customer segmentation on both key case types separately to understand the demographic nuances of each.
Right sized broadcast TV and PPC spend and added a variety of targeted traditional and digital channels to form a more holistic media mix with representation in all stages of the buyer journey.
Reduced traditional media CPM’s by over 30%, affording more impressions that were better targeted.
Developed creative that spoke to the essential benefits of hiring this firm and stood out from competition.
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