Overview
This project focused on repositioning a local legal firm that specializes in helping people with disabilities. At the time we began, the firm had no structured brand, minimal digital presence, and had recently faced an unjustified page block on Facebook. Despite limited resources, they had strong values and a meaningful mission — something I could fully stand behind.
Challenges & Objectives
The core challenges included:
– Absence of a visual and verbal identity
– No active or consistent online presence
– Very limited budget for promotion
– Facebook page was wrongly blocked, leaving clients confused and unable to reach the firm
– Sensitive target audience (many of whom are vulnerable, cautious, or distrustful of services)
– Absence of a visual and verbal identity
– No active or consistent online presence
– Very limited budget for promotion
– Facebook page was wrongly blocked, leaving clients confused and unable to reach the firm
– Sensitive target audience (many of whom are vulnerable, cautious, or distrustful of services)
The key objectives were:
1. Build a trustworthy and emotionally resonant brand
2. Restore and protect their digital visibility
3. Create a marketing strategy that fits their resource constraints & Increase awareness and client inquiries in the local area
My Role
Social Media Campaign Manager @ YP
As a marketing strategist and campaign manager, I was responsible for rethinking their brand communication, managing social media presence, leading community engagement efforts, and solving the technical challenge of the Facebook page being flagged and shut down by mistake. My approach was rooted in ethical marketing, empathy for the audience, and precision in using limited tools to maximum effect.
As a marketing strategist and campaign manager, I was responsible for rethinking their brand communication, managing social media presence, leading community engagement efforts, and solving the technical challenge of the Facebook page being flagged and shut down by mistake. My approach was rooted in ethical marketing, empathy for the audience, and precision in using limited tools to maximum effect.
Strategy
I began by deeply researching the client’s story, values, and tone. My goal was to build an online presence that projected honesty, safety, and helpfulness. I used a trust-building approach to branding:
1. Positioning the firm as a reliable, empathetic legal partner
2. Targeting the local community with relatable, real-life content
3. Highlighting free educational support, accessibility, and legal tips
We also developed hyper-targeted Facebook campaigns using interest and location data to reach the people who needed these services the most.
Execution
The brand was rebuilt from the ground up — not in terms of logo or website, but in how it presented itself publicly.
I introduced a new tone of communication — calm, reassuring, and transparent.
I structured the firm’s content into consistent weekly themes:
• “Know Your Rights” (legal advice in plain language)
• “Client Stories” (with permission, anonymized real experiences)
• “How We Can Help” (what to expect from working with a lawyer)
• “Know Your Rights” (legal advice in plain language)
• “Client Stories” (with permission, anonymized real experiences)
• “How We Can Help” (what to expect from working with a lawyer)
I personally handled all community management, writing, and campaign design.
I created ad sets targeting specific neighbourhoods and interest groups connected to disability support, social work, and healthcare.
When the firm’s Facebook page was blocked (due to Meta AI misclassifying legal content as "sensitive services"), I initiated a structured appeal process and communicated directly with support representatives until the issue was resolved.
Results
✅ +3,000 new local followers within 6 months
✅ Noticeable increase in client messages and bookings — including those who had never considered legal help before
✅ Successfully restored their blocked Facebook account
✅ Strengthened brand recognition within the community — people began referring to the firm as "the one that actually explains things"
✅ The case also helped shape the way I now structure community-first marketing systems for other mission-driven organizations
Key Takeaways
This project proved that ethical, transparent, human-centered marketing can succeed even when budgets are tight and challenges are complex.
One of the things I’m most proud of is how this brand now shows up: not loud, not overly polished, but confident, helpful, and trustworthy. That, to me, is what real brand growth looks like.