Page 10 - July August CBA Report

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10 Choose Your Marketing Channels
and Tactics: Select the most effective
channels to reach your target audi-
ence (e.g., social media, email, content
marketing, paid advertising, etc.).
Develop a manageable mix of strat-
egies and tactics for each channel,
whether a geotargeted social media
campaign, advertising campaign,
direct contact, earned media, or
more.
Set a Budget and Allocate Resources:
Determine your budget and the
resources needed for each tactic and
channel to ensure feasibility. Prior-
itize initiatives based on expected
impact and available resources. You
may need expert help to establish a
budget and decide how best to allo-
cate it.
Establish Metrics and Monitor
Progress: Define key performance
indicators (KPIs) against a time-
line to track the effectiveness of your
strategy and tactics (e.g., website
traffic, open rates, conversion rates,
etc.). Regularly review results and
adjust tactics as needed to stay aligned
with objectives.
PESO helps you integrate and
make decisions.
We often utilize the PESO model (Paid,
Earned, Shared and Owned) to ensure
disciplined integration of all or parts of
your integrated marketing and commu-
nications program. Doing so maximizes
your outreach for your target audience.
See below for more detailed information
about this model:
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Paid: Digital, print, out-of-home
(billboards), broadcast (radio and
television), social media, spon-
sorships (presuming they include
exposure opportunities)
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Earned: Media relations, blogger
relations, investor relations, influ-
encer relations, community relations,
industry relations, etc.
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Shared: Social media (LinkedIn,
Instagram, Facebook, X (Twitter),
TikTok, YouTube, others)
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Owned: Your website, blog, white
(issue) papers, newsletters, webinars,
videos, podcasts, branded collat-
eral (swag), special events, apps, etc.
THE REPORT | July/August 2025 | CincyBar.org
A robust, intentional and well-de-
signed marketing and communications
strategy can go far to shape and support
a solo or small practice. I’d go so far as
to say it’s tough to succeed without one.
But there’s something even more critical
to success.
Perhaps the most important advice
this entrepreneur and owner of a small
strategic communications agency can
provide is to take a hard look in your bath-
room mirror and be honest with yourself.
Make sure this — being an entrepreneur
— is what you want to do. Understand the
risk of practicing law alone or building a
small, specialized firm.
For professionals in any industry
sector, and certainly for lawyers and law
firms, starting and growing your own
business is not for the timid. There’s an old
saying that entrepreneurs sleep like babies
at night — they wake up screaming every
few hours.
That’s not far from wrong. Risks are
always present and, at times, can feel
overwhelming. But at the same time, the
rewards can be substantial and exhila-
rating. And both the risks, and rewards,
expand far beyond the financial ones.
Of course, you can earn a fine living
practicing law by yourself or with a team
of other lawyers. But, perhaps, only by
striking out on your own can you expe-
rience the unmatched thrill of cultivating
and tending your professional dreams
and watching them bear fruit. Add to
this satisfaction in seeing others grow
and develop as lawyers and professionals.
Finally, few things are more rewarding
than a satisfied or thrilled client.
There’s one thing that entrepreneurs
know for certain: Taking risks is the only
way to make those dreams a reality. As the
Mark Twain quote goes: “Why not go out
on a limb? That’s where the fruit is.”
Nicholas J. Vehr is CEO of Vehr Communications,
which was founded in 2007. Today, it is an award-
winning agency with a multi-disciplinary team of
thinkers, creators and advisors who collaborates with
organizations and brands of all sizes on strategy,
planning and positioning; internal and external
communications; crisis communications; media
relations; content development; design; social media
engagement; community relations; special events and
sponsorships; issues management and more.