James Crawford Law
Company: James Crawford Law
Industry: Legal Services, B2C, B2B
Title: Marketing Director
Years: 2020-2021
Responsibilities
Created & managed an all-new internal media department covering both marketing and sales. Daily responsibilities included hiring, firing, regular supervision, strategic delegation, ongoing training, internal advocacy on behalf of team across departments, and perpetual coaching and evaluation. Also includes internal training of leadership and enforcement of cross-departmental initiatives to continue reaching goals.
Managed $55,000+ monthly vendor budget and all relationships, from advertising to lead purchase providers. Includes contract negotiations, creative direction and creation for radio ads and billboards, campaign implementation and assessment, and “firing” when required. Total initial deposit for new cases was 4x the monthly advertising expenditure in January 2021.
Merged both Firm websites and rebuilt from the ground up in four months with the assistance of an external agency, which included: Brand messaging, positioning, and creative brand kit; Audience research and auditing; New website architecture and search strategy, from user experience in navigation to backend structured data; and 120+ rewritten and coded static landing pages for all services, implemented in time for a September 2020 launch.
Moved entire CRM to Hubspot in a month.
Established sales processes and new lead procedures to include: Two separate drip campaigns; Automated communications between various in-Firm CRM platforms; Website and URL-based automatic meeting scheduler; and easily understood dashboards configured for internal stakeholders.
Continuously audited and analyzed marketing data to stay accountable for department goals, including: Decreasing CPA by 66% by transitioning from the Firm’s traditional lead purchase campaigns to organic, brand awareness, and referral campaigns; and increasing the Firm’s previous high retainer record of 60 new matters in a month to consisistently 100+ per month, with a latest high of 115 in January — even in the middle of a pandemic.
