What if I told you that there was a way to generate great reputation, give back to the community, and improve your website’s ranking ability by landing powerful .edu links to your site? Enter Nifty Marketing’s National Scholarship Campaign services. They are no stranger to the legal advertising space and have been a silent success story for years.

This customized PR campaign underscores the personal approach to law firm marketing that Nifty brings to their clients. Done right, it can help any law firm generate great reputation, give back to the community, and improve their presence online.  

First, some background.

Chad Henkel, Director of Nifty Marketing, and I talked about their pricing model for custom campaigns. It’s different than a traditional agency because they bill by the hour for their services. Most digital agencies put together a package that ignores market conditions and essentially creates an automated service. This old approach has led many a law firm into dire straits and broken marketing campaigns.

Here, your monthly budget is translated into a fixed number of hours and their team prioritizes what you need on a monthly basis. And, it’s documented so you can see, month over month and year over year where project time is being spent by practice area and SEO marketing services. Combine this with a Monthly ROI Report, detailing increases in phone calls, form fills, and traffic, and you have complete visibility into their process and results. No ‘secret sauce’ or fancy black, red, purple or yellow hat SEO tricks. Just good, honest, hard work.

One of my favorite parts of our conversation was when Chad said that they often take on law firms often burned by a marketing agency. Or as he put it, “We deal with a lot of broken marriages.”

Nifty Marketing wants to ‘heal your marketing broken heart’ and bring a real marketing strategy to your law firm that will help you see real results and bring a fantastic public relations angle to your online marketing.  

The team performs the work, reports their time, and delivers results. Consider them to be like an internal CMO (Chief Marketing Officer) for your law firm, who handles everything with complete transparency.

Nifty’s Go-To Strategy For Any Law Firm – Goodwill

A perfect fit for law firms in rural areas or smaller markets Nifty’s go-to strategy: National Law Firm Scholarship Campaign. Essentially, Nifty works with you in determining what unique scholarship opportunities exist in your market and then brings that opportunity to scholarship offices around the nation.  It can be offered to either high-school or college level students and the award amount is typically anywhere from $1000-$2000.  Once the scholarship details are finalized their team in Idaho get’s to work!

Nifty’s experience is that when done right, they will typically have anywhere from 25-50 colleges link to the scholarship opportunity on the law firm’s website. When these national and local schools link to your law firm’s website it builds authority on the web thanks to valuable .edu backlinks. Which in turn increases rankings and traffic to the website.

When we look at rankings, we saw similar things that we did with organic traffic. They were higher after the scholarship ended than before the scholarship started. Now obviously, we didn’t do these scholarships in a vacuum. Still, it is very compelling to see these kinds of improvements in rankings over a 9-month period.


Above is a graph that shows the beginning and ending of a scholarship. Here we see that in every case, organic traffic was higher after the end of the scholarship, than before the scholarship began.


This entry level online marketing tactic is very reasonable from a cost perspective can be used for any law firm, in all practice areas, and geographic locations. The team at Nifty has already built the relationships with these schools across the nation so when they begin, you are bound to be successful.

If you’re worried about who’ll handle all the back and forth communication, don’t worry. Nifty also manages all outreach to the educational organizations and reports to you when the scholarship is live.  During the campaign, written or video submissions are received from high school and/or college students across the nation until the entry period is expired.  At which point, your law firm offers the award amount (e.g. $1,000 or more) to the winning applicant. This is a great time to release a blog post and boost the success on social media.

As their law firm scholarship case study demonstrates, these campaigns do good in the community, help others and promote the law firm’s services as a byproduct. Which can then be broadened into a larger marketing plan, or repeated annually.

A full suite of other marketing services is available when needed, such as website design, SEO, paid search management, social media advertising and more. Nifty Marketing’s scholarship strategy has helped small law firms all over the country grow, by doing more good. And what could be better than that?

Starting at $750/m, you can leverage the expertise of Nifty Marketing’s National Scholarship Campaign. Click here to learn more: http://niftylaw.com/edu/

Chelsey Lambert

Chelsey Lambert

Chelsey Lambert is a Legal Technology Specialist, published Author and CLE Speaker. As a former Practice Management Advisor for the Chicago Bar Association, and Vice President of Marketing for a leading case management provider she has seen our industry from many angles. Today, she works with vendors to bring their products or emerging technologies into the marketplace. And, teaches legal technology courses to lawyers all over the country sharing different ways technology can benefit their law firm. As Founder of Lex Tech Review and Lex Tech Media Group she welcomes the opportunity to chat!