Campaigns

I’ve highlighted a couple of campaigns or projects that I’ve worked on to give you an idea of my creative style. Check them out and if you have any questions, feel free to reach out.

Decisis Branding

Decisis was created to be very different from LexisNexis. The branding is light, with a contemporary color palette. The voice is light and friendly, very conversational. The user experience is clean, almost Google-like in its simplicity in the product itself.

Individuals purchasing the product get a 7-day free trial. During the trial, they receive a series of three onboarding emails. The emails are designed to get the attorney to use the product, hopefully resulting in a higher retention rate.

Check out the Decisis Brand Guidelines for a sample of my work on this project.

LexisNexis

Video Test for Law360

Purpose: Generate leads for the Lexis+ product emphasizing that Law360 (a legal news hub) is included.
Method: Test four messaging concepts, with at least one concept being non-traditional.
Channel: LinkedIn
Upper management did not care for the non-traditional ad, featuring a dog in a car. They preferred what we referred to as “FOMO“. The other concepts were “Coffee + Law360” and “cocky lawyer“.

The test is ongoing, but initial results indicate that the dog video has a 0.43% CTR and a 0.47% engagement rate, approximately 30% higher than the next highest campaign.
This test is interesting to me. While the results are not final, it demonstrates that some B2C concepts (using a dog) can work well for B2B. After all, we’re humans talking to humans.

Email Nurture Campaign

Problem: Many form submissions require manual intervention before they could be sent to the appropriate sales teams. There is a minimum amount of information required, and often the form would be incomplete. This resulted in many form submissions taking up to 48 hours to be routed, and many of the potential leads to grow cold.
Part of the Solution: I created a series of two emails designed to keep the leads warm. The first email was triggered immediately upon form submission and the second was sent 24 hours later.
Other solutions were implemented to decrease the lead routing time. Additionally, upper management decreed a change to the forms to only request three basic fields (down from ten). These two factors muddy the sales performance of this campaign significantly.
The emails themselves perform very well, with at 37% and 35% open rate respectively. This is over 100% better than the LexisNexis average for commercial emails during this timeframe. Click-through rates for the first email averaged 3.7%. The second email was a letter from our CEO and did not contain links other than to our main site. The CTR was 0.7% as was expected.

Look-Alike Audiences

Problem: Reaching people who do not currently have our product but would likely benefit from it.
Solution: Create look-alike audiences from existing customer lists matched on LinkedIn.
This was the first time anyone had suggested this to the LexisNexis team. I tool three groups of customers: users of one product, users of two products and users of three or more products.
LinkedIn Sponsored content ads averaged a 2.1% CTR, up from 0.5% on average using prospect lists only.
LinkedIn InMail averaged a 52% open rate, up from 20% using prospect lists.