Best Legal Online Campaign

DataCert is a Houston-based provider of legal operations management solutions. DataCert’s target is corporate counsel in Fortune® Global 500 legal departments.

DataCert’s previous advertising efforts had focused on promoting legal spend management. In May of 2007, DataCert acquired matter management technology and had also launched a product for intellectual property (IP) spend.

DataCert’s ad campaign needed consistent messaging that promoted all of its solutions.

Based on client/prospect survey feedback, competitive analysis and industry research, DataCert elected to re-visualize its 2006 advertising campaign. That campaign (DataCert’s first print and online ad campaign) urged readers to “Take Control” of legal spend.

The new 2007 online ads feature the tag lines “DataCert Clients Take Control” and show messaging for legal spend, IP spend and matter management solutions. The colors and animation are lively enough to attract attention, yet reserved enough to appease the conservative target audience.

Each ad links to the landing page www.datacert.com/takecontrol. The page mirrors the feel of the online ads and explains DataCert’s competitive advantages. The page also features a case study and an ROI analysis.

The online ads are posted on websites commonly trafficked by in-house executives, including Law.com, Metropolitan Corporate Counsel magazine’s site and FindLaw.com.

The goal of this campaign was to create brand visibility with DataCert’s key prospects and ultimately increase the number of sales leads. The campaign launched in the fall of 2007, scoring high views and click-throughs from prospects.

Contributors:

Director of Marketing:	Jill Black
Senior Graphic Designer:	Rod Diaz
Marketing Events Manager:	Josie Johnson
Sales and Marketing Assistant:	Christy Cowan
Senior PR Specialist:	Melanie Brenneman

DATACERT

Location: USA