Case Study: Crafting a Targeted Marketing Plan for a Mediation Company

Overview

This case study highlights the development of a marketing plan for a mediation company aiming to expand its presence in specific counties. The plan was designed to establish the company as a trusted resource while reaching and engaging its target audience through a strategic and structured approach.

Challenge

The mediation company faced the following challenges:

Increasing visibility within specific counties.
Building a strong online presence and securing relevant digital assets.
Creating a content strategy that resonates with its audience and aligns with its services.
Establishing a consistent posting schedule to engage the target audience effectively.

Solution

Competitor Analysis

We began by identifying the company’s top 10 competitors within the targeted counties. This analysis provided insights into:

Their marketing strategies.
Content types and platforms they utilized.
Gaps and opportunities for differentiation.

Social Media Presence

Audit: We reviewed the company’s existing social media profiles to assess their current state.
Setup: Any missing profiles were created and optimized to ensure a consistent and professional online presence. This included securing the company’s domain name.

Content Strategy

The marketing plan incorporated a robust content strategy, which included:

Content Pillars: Dividing content into four primary categories:
- Educational: Guidebooks, how-tos, interviews, trends, and resources.
- Entertaining: Relatable and engaging content.
- Promotional: Highlighting services, client success stories, and events.
- Engaging: Interactive content like polls, Q&A sessions, and webinars.
Content Types: A mix of videos, curated content, photos, summaries, opinions, blogs, and interviews was determined to keep the audience engaged.

Posting Schedule

We developed a detailed posting schedule to ensure consistency in content delivery. This included:

A sample 1-week content calendar to test the strategy.
A sample 1-month content calendar to provide a roadmap for long-term implementation.

Target Audience

The target audience was broken down into specific categories based on their needs and interests:

Tenants.
Neighbors.
Employees.
Elderly and long-term care recipients.
Individuals interested in the mediation process.

Content Topics

For each audience segment, we outlined specific topics to address their concerns and needs. For example:

Employees: Termination, discrimination, denial of FMLA, wage theft, onsite injuries, and contract disputes.

Implementation

Digital Assets

To support the marketing plan, we:

Secured the company’s domain name to establish a professional and trustworthy online presence.
Optimized all social media profiles to reflect the company’s branding and messaging.

Content Creation

We created a variety of content formats, including:

Factsheets: Downloadable PDFs designed to capture emails and generate leads.
Guidebooks: Collections of factsheets grouped by topic for in-depth resources.
Curated Content: Articles and resources from local advocacy groups, government officials, and colleagues.

Community Engagement

The plan also included strategies for engaging with the community through:

In-person and online webinars.
FAQ sessions.
Participation in chamber events and local networking opportunities.

Results

While the marketing plan is in the early stages of implementation, it has already:

Provided a clear roadmap for content creation and audience engagement.
Established a strong foundation for the company’s online presence.
Created opportunities for lead generation through downloadable resources and community engagement.

Conclusion

This marketing plan demonstrates the importance of a structured and targeted approach to building awareness and engagement. By focusing on competitor analysis, a strong social media presence, and a robust content strategy, the mediation company is well-positioned to achieve its goals and make a meaningful impact in its target counties.