FLMIC
Created for lawyers, by lawyers
Florida Lawyers Mutual Insurance Company provides professional liability insurance to Florida-based lawyers. A mutual company 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.
The mandate was clear: raise awareness of FLMIC's identity and services among the legal community and increase qualified leads, create a multifaceted marketing plan that makes the audience easier to engage and speeds the buying process, and identify relationships to enhance FLMIC's current and desired insured profile.
A leader with room to run
FLMIC led its category on service but had never employed a proactive digital marketing strategy, and it showed in web traffic. The opportunity was not reputation. It was reach: a large, addressable audience of Florida attorneys had simply never been engaged.
Before a single ad ran, Ruckus mapped the Florida legal market against 88,000 eligible Florida Bar attorneys, 30% of them solo practitioners, 15% partners or shareholders, 14% associates, and built personas across four segments, from solo practitioners through firms of two to five and six to ten, up to firms of eleven or more.
A full funnel, channel by channel
Ruckus designed three paid search test campaigns, Professional Liability Insurance, Legal Malpractice, and CLE, driving 4,033, 2,924, and 423 clicks respectively, 18% of total web traffic on minimal spend. Each campaign ran to its own dedicated landing page: one message, one form, one call to action, with tracked phone numbers behind every submit.
The same identity carried from screen to print. A welcome and newsletter email series and an Errors & Omissions direct mail piece kept FLMIC in front of Florida attorneys, the newsletter list doubled from 5,000 to 10,000 contacts, lifting site visitors 10%, and a refined email program plus the Florida Bar Annual Convention drove an 11% increase in new web users. Facebook drive-to-website campaigns, created, deployed, and tracked end to end, added 2% of web traffic.
71% growth in new users over a year
Across a year of activation, new users compounded quarter by quarter: 3,370 at kickoff as brand guidelines and tracking systems went live, 5,181 as referral traffic from sponsorships and Google ads built, 6,238 as new sponsorship programs and social media came online, and 7,045 as the email program and the Florida Bar Convention drove the peak. In total, 71% growth and 22,000 new users reached FLMIC through work Ruckus built and ran.
It worked because it was a funnel, not a campaign: search, email, direct mail, social, and events unified under one tracked goal, aimed by personas and Florida Bar data at the attorneys most likely to convert, and built on guidelines and tracking that compounded quarter over quarter.
