The CEO's Guide to Marketing
Veteran family law attorney Christopher Macturk has selected Pinch Hit Partners to help launch his new family law practice, Evolution Divorce & Family Law, PLLC in Richmond’s West End. Evolution Divorce will assist clients with separation, divorce and child custody issues, but that’s where the similarity with its competitors ends.
“I wanted to create a firm that’s built around the clients, not around the lawyers,” says Macturk. He plans to differentiate the firm by offering pre-agreed pricing instead of hourly billing as well as providing his clients with a service guarantee. Evolution Divorce and its clients will enter into an attorney-client relationship only if they have first agreed upon the work to be done and the price for that work.
“I see Evolution Divorce as a disruptor in my industry and it’s important to me to work with someone like Mark who has a similar approach. He’s disrupting the local marketing scene with Pinch Hit Partners,” says Macturk.
“With hourly billing, clients never know how much they will spend by the completion of their case. This creates unnecessary anxiety during an already stressful period in their lives,” says Macturk. During his 20-year legal career, he has often experienced clients who have been reluctant to contact him or share important information for fear that the conversation would add to the overall bill.
Evolution has selected Pinch Hit Partners to develop its brand and implement a strategic marketing plan. Pinch Hit Partners’ founder Mark Cipolletti serves as Evolution’s fractional head of marketing and oversees a virtual team of marketing specialists.
Pinch Hit Partners’ first assignment was to help create a name that would send a clear message to potential clients that Macturk’s new firm was unique. “Chris said from the beginning that this firm isn’t about him and he didn’t want to use his last name as most attorneys do. We tested several names and landed on Evolution Divorce. The name, the pricing model…it’s the evolution of family law,” says Cipolletti.
Pinch Hit Partners was created to provide small and medium-sized companies with a cost-effective alternative to hiring their own marketing staffs or contracting with expensive creative agencies. Each Pinch Hit Partners account is led by a fractional, senior-level marketer who selects a team of specialists to meet a client’s unique needs. “You get the best of both worlds but without having to pay for all of the overhead,” says Cipolletti, a former head of marketing and communications at Allianz Global Assistance, Connexions Loyalty and Sheltering Arms.
Pinch Hit Partners provides fractional marketing leaders to growth-oriented companies.