Connecting Those In Need with Life-Changing Legal Services Through Unified Marketing
Strategic Planning • Campaign Development • Social Media • Paid Digital • Traditional Creative Development • Digital Creative Development • Earned Media • Media Buying
indiana legal services
Prior to the pandemic, ILS relied on community partners and outreach events to help residents identify if they or someone they know are in need of programs provided by Indiana Legal Services (ILS). To counteract the drop in referrals from partners, ILS received a federal grant to raise awareness of five of their programs across targeted publics in the State of Indiana in a hope to increase referrals about why and how they might use help from ILS.
BACKGROUND
Not-for-profit law firm
Over 50 attorneys on staff
Focus on issues with basics including food, shelter, income, medical care or personal safety
Offers free civil legal help to eligible low-income residents in Indiana
Uses the law to fight poverty, empower clients, and improve access to justice
Being that we work specifically with organizations that use business as a force for good, ILS was a good fit for Bohlsen Group. Knowing that we were helping those less fortunate access information about free legal aid was a great feeling for our team.
Vicki Bohlsen,
Founder and President, Bohlsen Group
BOHLSEN GROUP CREATES A UNIFIED MARKETING CAMPAIGN TO DRIVE REFERRALS TO ILS
After a deep dive into goals of ILS and their partner outreach objectives, Bohlsen Group planned an earned, owned and paid marketing campaign that targeted reaching very specific demographics based on focused projects, including senior citizens and their care takers; Spanish-speaking citizens; and those that are 18+ who are most likely to identify with the five projects that were to be targeted from the grant.
Results
TRADITIONAL PRINT
Targeted at senior citizens and their caretakers, ads ran in 85 publications across the state of Indiana, leading to 1,275 placed insertions resulting in over 7 million impressions.
STREAMING AUDIO
Platforms over-delivered by nearly 15% serving exclusively to Hispanic audiences.
PAID DIGITAL
Ran effectively with an $0.51 cost per click
and over a 1% click thru rate, beating industry benchmarks.
EARNED MEDIA
Efforts led to over 1 million impressions
across the State of Indiana.