A law firm specializing in forensic based cases wanted to make its exhaustive research and its specialty niche group available to other law firms on a national level. The cost to distribute this content was very high and it would have to be updated monthly. Additionally, the firm wanted to utilize its massive dataset of forensic files to promote research and awareness on topics such as sexual abuse and death penalty cases.
Our initial analysis showed that the client needed a new website that was more than just an “online brochure.” The new website would need to be membership-driven where subscription fees could be collected automatically. The new membership area would need to provide social interaction and sub-groups where members could collaborate on experiences, share new research or data, and gain insights or help from other community members. They would need to provide a specialty group and pro bono options for public defenders and a specialty group for researchers and doctors where datasets could be explored, researched, and evaluated to present alternative theories for peer review.
Their materials, while well organized, were not search-friendly when looking for specific information. The client also needed to have a database that was not only searchable but also printable. Overall, their marketing program needed to attract more law firms through social media and SEO.
Utilizing web technology, we worked with a top-notch programming team to create a secure archiving system. We were able to reduce the monthly subscription fee by 50% due to lessened overhead expenses which attracted more subscribers. We then developed and implemented a marketing campaign targeting law firms and offered a free 30-day trial. If interested, the law firms would visit the client’s website and sign up online. Doctors and researchers could sign up, confirm their validity, and gain access to datasets and other information to write and publish content that was subject to peer review.
- Subscriptions rates jumped by over 250% within first two months of marketing campaign
- High volume of traffic to secure archiving section in website generated $1.5 million in additional revenue and allowed advertisers to market to subscribers
- Client has been instrumental in transitioning public perspective about forensic evidence
- Client has been quoted frequently in bar association publications, medical journals, and has been featured on Fox News, MSNBC, CNN, and Washington Post as a subject authority