Case Study: Internet Security Alliance
Situational Analysis
The importance of electronically-stored documents – "e-discovery" – has become a key issue following an amendment to the Federal Rules of Civil Procedure, which changed how electronically stored information is managed and discovered. Internet Security Alliance (ISAlliance), a non-profit organization which represents internet security interests before legislators and ensures standardized internet privacy, created a program addressing the extraction and security of electronically stored information but needed a way to introduce itself and its products.
Objectives
- Build brand awareness among the target audience
- Establish ISAlliance as a resource for law firms and an expert in the field of e-discovery
- Increase membership of ISAlliance
Target/Audience Analysis
Because of the highly technical nature of this information and the objective to increase ISAlliance membership among lawyers, lawyers and law firms across the United States were the primary target audience.
Strategy
Through a comprehensive and targeted outreach program that included webinars and direct mail, which spoke specifically to the needs of the primary audience, Crosby ~Volmer and ISAlliance positioned ISAlliance as a resource to lawyers and their firms.
Execution
Crosby~Volmer developed an effective direct mail piece and along with ISAlliance, developed a distribution list to create brand awareness in the target audience. Following up on the mail piece, ISAlliance held webinar tutorials to inform layers and law firms' partners and associates educate the audience on how to use electronically stored information in litigation and teach them how to procure and secure a client's emails and documents for cases. This helped establish ISAlliance as a thought-leader and helped generate word-of-mouth buzz for weekly ISAlliance webinars that covered information security for Continuing Education Credit, necessary for all practicing lawyers.
Results
Final results are pending for this plan.
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