Family Dispute Resolution Institute of Ontario (FDRIO)
Marketing and Public Relations Establish a new Institute in Ontario
The Family Dispute Resolution Institute of Ontario (FDRIO) is a federally-incorporated not-for-profit that seeks to increase public awareness about the many family dispute resolution options for those undergoing separation and divorce, including those that are free or subsidized by Attorney General of Ontario. Specifically, those other family dispute resolution options are: mediation, arbitration, med-arb, and parenting coordination.
The Board wanted law firm marketing and law firm public relations to:
Help increase attendance at FDR 2-day conference, held in the third week of November
Help increase FDR Week attendance
Help increase sign-ups for FDRIO certifications
Help create “buzz” about FDRIO
In addition, FDRIO supports and enhances the family dispute resolution profession through training, education, certification, professional networking, information sharing, and public advocacy. FDRIO was a Legal A Team client from 2015 to 2018.
PROBLEMS & CHALLENGES:
Starting a new institute, association, or educational institution presents its own challenges. Start-ups need both marketing and public relations. And a number of other institutes offer training and certifications in alternative dispute resolution as well.
The Legal A Team's plan listed outreach to a number of associations likely to be interested in attending the conference; brochures for the conference and Family Dispute Resolution Week; a news release; and a social media program.
The Legal A Team was successful in obtaining a number of major articles about the upcoming conference in The Legal Post and JUST Magazine, as well as articles in a number of association newsletters. We were successful in placing an article about the new Parenting Coordination (PC) designation in a major legal publication, since FDRIO is the only institute that offers it.
The Lawyer's Daily sent a staff reporter to cover the conference, a rare event in 2017, that resulted in two articles on consecutive days. The conference sold out.