FLMIC
Created for lawyers, by lawyers
Florida Lawyers Mutual Insurance Company provides professional liability insurance to Florida-based lawyers, owned entirely by the attorneys it insures. FLMIC was a recognized leader in service yet held less than ten percent of its market. Ruckus was tasked with building new, efficient avenues for lead generation across search, landing pages, print and event marketing.
A leader with room to run
FLMIC led its category on service but had never run a proactive digital marketing strategy, and it showed in web traffic. Ruckus mapped the Florida legal market against 88,000 eligible Florida Bar attorneys, building personas from solo practitioners to firms of eleven or more, and found the opportunity wasn't reputation. It was reach.
A full funnel, channel by channel
Ruckus designed three paid search campaigns running to dedicated landing pages, each with one message, one form and a tracked phone number, alongside a rebuilt email program, a doubled newsletter list, an Errors & Omissions direct mail piece, and social campaigns tied to the Florida Bar Annual Convention. Paid search delivered 18% of total web traffic on minimal spend, and every channel, search, email, direct mail, social and events, was tracked to a single goal.
71% growth in new users over a year
Across a year of activation, FLMIC saw steady, compounding growth in new website users, built quarter over quarter on guidelines and tracking systems Ruckus put in place from the start, growing awareness across a legal community that had rarely seen the firm advertise this way.
