We were engaged by a legal research provider to help them move to a new revenue model. The company’s primary revenue stream had come from bar associations that paid the provider an annual fee to offer free legal research to their members as a benefit. The company’s revenues were suffering due to price competition, and with our help, they realized they could sell low-cost subscriptions directly to solo practitioners and small law firms.
Throughout the Engagement, LTMG
The client had done virtually no marketing in over ten years because of its previous model. We developed the marketing strategy, rebranded the company, built a direct marketing program, created an upsell program for the member bar associations, including a revenue-share component. We also worked with product developers to build a subscription ordering system and implemented/managed the direct marketing campaigns. Within 60 days of program launch, we sold over 1,500 direct monthly subscriptions.
The company now manages these programs while continuing to work with its state bar partners on upsell programs, using the plans we implemented.