Through a series of research-driven discovery sessions, we interviewed consumers to articulate the brand’s value proposition and craft the language needed to accurately capture this new product service offering. We developed a brand voice and brand guidelines to define the company’s value and position within the digital space. We investigated specific trends within the legal industry, conducted a full competitive analysis and defined the main factors that not only set LegalSpark apart from other industry leaders, but also outline its legal areas of focus. After developing branding recommendations, as well as SEO research, we implemented these findings into a refreshed mobile-first, consumer-facing website.
To support LegalSpark’s launch, we implemented a comprehensive go-to-market strategy that focused on driving the defined target audience to the site. Segmented audiences and high-value keywords shaped the marketing messages, resulting in ads tailored specifically to their potential legal needs. Tactics included a combination of SEM, re-marketing, paid social and PR to create buzz and drive awareness. After less than a month after the new launch, the client has seen a significant increase in digitally scheduled legal consultations, signifying the market’s readiness for a brand new way to access quality legal advice.