Meanpug

MeanPug was founded in 2020 by Bobby Steinbach, former Director of Engineering for Morgan and Morgan, and Andrew Nasrinpay, former Director of Paid Digital Advertising for Morgan and Morgan. The founders created MeanPug as a full-service client origination solution for law firms.

MeanPug states that its advertising work has supported firms involved in more than $9 billion in case recoveries. It has also helped some of the largest personal injury firms double in size.

Industries and Case Types

MeanPug works with law firms handling:

• Personal injury
• Mass tort
• Insurance disputes
• Auto accidents
• Catastrophic personal injury
• Product liability
• Premises liability
• Slip and fall
• Medical malpractice
• Birth injuries
• Fire injury
• Sexual abuse
• Asbestos and mesothelioma

The team includes specialists in account strategy, SEO, content, design, development, digital advertising, traditional media, operations, video, and social media.

• Law firm SEO
• Law firm branding
• Website design and development
• Digital advertising
• Law firm GEO
• Social media management
• Content marketing
• TV advertising
• Radio advertising
• Out-of-home and billboard advertising
• Email marketing
• Video production
• Business operations
• Software development

Law Firm SEO

MeanPug's SEO strategies connect technical performance, content, local search, authority, conversion, and measurement.

Law Firm Web Design and Development

MeanPug designs and develops websites intended to look strong, perform seamlessly, and support other digital initiatives.

Law Firm Digital Advertising

Digital advertising for lawyers can use different formats. MeanPug focuses on identifying formats that can profitably generate cases for a firm.

Law Firm GEO

Law firm GEO focuses on helping firms appear more often and rank higher in answer engines such as Google Gemini, ChatGPT, Copilot, and Perplexity.

MeanPug also emphasizes integration between disciplines. For example, engineering can build data pipelines connecting analytics, advertising performance, and organic tracking metrics, while content and engineering can develop landing pages for PPC campaigns.

Prospective clients can contact MeanPug about marketing and advertising, website design and development, business operations, a free consultation, or a free site audit.

MeanPug also offers a newsletter and case alert system signup.

Potential Benefits

• Continuous, repeated exposure along travel paths
• Increased frequency across the marketing plan
• Support for TV, radio, and PPC advertising
• Increased branded Google searches
• Potentially higher conversion rates among qualified clients
• Visibility that cannot be blocked by ad blockers or changed by switching channels

Media Planning Considerations

MeanPug evaluates billboard opportunities based on price, impressions, location, size, CPM, market-relative CPM, visibility, and obstructions. Possible strategies include dominating major highway routes, placing boards in succession, using bulk value buys, rotating across traffic patterns, and arranging station takeovers.

Billboards may be static or digital. MeanPug generally recommends traditional static placements because they remain visible for the full placement period, while digital creative rotates approximately every eight seconds.

Billboard Creative Practices

MeanPug recommends:

• Keeping copy and messaging short
• Using legible typography
• Avoiding cursive and hard-to-read colors
• Using memorable branded phone numbers and URLs
• Creating differentiated and memorable designs

Media Buying Process

MeanPug's billboard process includes discovery, brand concepts, finalized designs for standard board sizes, inventory and competitor analysis, negotiations with networks, placement of buys, creative submission, monitoring, and reporting with media mix modeling.

The company states that it does not mark up billboard prices or negotiate referral fees with billboard companies. Billboard placements are found as part of its branded service retainers.

Costs and Availability

The website states that most billboard placements range from $250 per month to more than $20,000 per month, depending on geographic location, size, and volume. Most contracts with the three major billboard companies have 12-month durations and are billed monthly.

The website also states that Maine, Vermont, Alaska, and Hawaii do not allow billboards, although other forms of out-of-home advertising may be available.

Branding Process

1. Define the mission, values, and voice: MeanPug uses a collaborative workshop to explore the firm's history and culture, team motivations, client feedback, outside perceptions, and desired reputation.
2. Create the brand story: The process focuses on a clear theme, clients as the central heroes, and the conflicts or obstacles the firm helps clients overcome.
3. Define the unique selling position: MeanPug helps identify the qualities that distinguish a firm and turn them into a clear, memorable brand promise.
4. Develop the visual identity: Deliverables may include a custom logo, font, color palette, visual brand guidelines, branded collateral, and logo variations.
5. Strengthen the website: MeanPug treats the website as the firm's digital front door and designs websites intended to build trust and convert visitors.
6. Apply the brand consistently: Branding can be adapted for social media, email, print and digital collateral, signage, advertisements, billboards, and promotional items.

MeanPug's branding work has received recognition from the CSS Design Awards, Hermes Creative Awards, and Davey Awards. The company says its legal marketing experience helps it create bold brands while accounting for legal advertising and ethics requirements.