Westlaw Personal Injury Libraries Integrated Program

Westlaw Personal Injury Libraries Integrated Launch

Business Objectives:• To develop a new line of online legal research libraries for

personal injury attorneys targeted to practice area specialties: Products Liability, Medical Malpractice, Premises Liability, Motor Vehicles.

• To provide an integrated collateral system for the field sales organization.

• To launch a targeted direct mail campaign generating qualified leads for field sales.

• To extend the portfolio positioning to multichannel marketing across the organization.

Westlaw Personal Injury Libraries Integrated Launch

Communication Strategy:• Position the Personal Injury product line with a consistent

look and brand promise.• To leverage the Westlaw premium brand identity.• Synchronize lead generation direct mail with telemarketing

and field sales follow-up.• Enable positioning footprint for unique selling messages for

the sub-specialty practice areas and state-specific versions within the collateral system and multichannel communications (digital and print).

Westlaw Personal Injury Libraries Integrated Launch

Program Execution:• Coordinated list segmentation, lead qualification and messaging

with input from Customers, Product Development and Field Sales.

• Internal communications included product training, lead qualification, mail/phone scheduling and implementation processes.

• Developed consistent use of graphics and color with product line for:

Display and digital advertising Lead generation direct mail Sales collateral Email and Web pages Trade show signage Press releases

Westlaw Personal Injury Libraries Integrated Launch