Overview
Downtown LA Law Group (DTLA) is renowned for its commitment to justice and vigorous advocacy on behalf of individuals across California facing diverse legal challenges. The firm distinguishes itself through its foundational principles of trust and open communication, coupled with a strong dedication to client justice.
Specializing primarily in personal injury law, DTLA’s dedication to honesty and robust client support is central to its approach, ensuring that every client receives personalized and effective legal representation.
The Challenge
DTLA was confronted with the daunting task of effectively reaching communities impacted by the Chiquita Canyon landfill crisis, a recent environmental concern that has led to numerous health issues due to elevated pollution.
Aware of the competitive landscape, with multiple law firms vying for local resident’s attention, DTLA understood the necessity of distinguishing their outreach approach to engage those affected distinctly and effectively.
To accomplish this, DTLA needed to pinpoint their target audience with precision, ensuring their outreach efforts directly addressed those most heavily impacted by the landfill crisis. Additionally, it was crucial to adopt a marketing strategy that not only reached this audience but also conveyed a message of compassion and reliability under these trying circumstances.
Main Marketing Objectives
- Audience targeting
- Brand awareness
- Lead Generation
The ultimate aim of DTLA was to transcend traditional visibility campaigns, seeking to genuinely resonate with residents and establish a unique connection that set them apart from other law firms. By fostering a trustworthy and personable relationship, DTLA aimed to become the preferred choice for Californians seeking justice and resolution in the face of environmental adversity.
The Solution & Campaign
In collaboration with Taradel, DTLA launched a comprehensive direct marketing campaign using Every Door Direct Mail®. The strategy was tailored to connect personally with the residents of specific areas most impacted by the landfill, fostering trust and encouraging them to seek legal help.
This targeted campaign strategically focused on four key areas in Los Angeles, CA, that were most affected by the crisis:
- Hasley Canyon
- Castaic
- Val Verde
- Stevenson Ranch
Ad Type & Distribution Details
Every Door Direct Mail®
Utilizing the direct approach of EDDM® postcards (6.25 x 11), this campaign effectively distributed 15,456 postcards directly to the mailboxes of affected residents.
The Results
DTLA’s strategic campaign, developed in partnership with Taradel, delivered exceptional outcomes, distinguishing the firm as a trustworthy choice for residents seeking justice during challenging circumstances.
- Brand Awareness
-
-
- The campaign effectively broadened DTLA’s reach, enhancing awareness of both the pressing environmental issues and the firm’s commitment to supporting those impacted and advocating for their rights to justice.
-
- Effective Outreach
-
- Direct communication with thousands of individuals led to more brand trust and greater potential outreach (pulled this quote from below)
- Lead Gen & Client Acquisition
-
- The campaign successfully generated approximately 30 potential clients and secured 15 new clients for DTLA, generating the firm a strong return on investment.
Most Significant Improvement
“Direct communication with thousands of individuals led to more brand trust and greater potential outreach.” – Sereen Banna, Litigation Paralegal at DTLA Law Group.
Client Testimonial
“We opted into using Taradel in order to spread awareness about critical issues impacting the lives of thousands in LA County. Taradel’s team was incredibly helpful and guided us to use best practice that resulted in great results. Alex and Marie are exceptionally talented in making sure our vision translates onto the mailers. Their ability to work with our vision ensured thousands of residents received life-changing information.” – Sereen Banna, a Litigation Paralegal at DTLA Law Group
