Thomson Reuters
Account-Based
Marketing Campaign
As a Marketing Strategy Intern at Thomson Reuters, I had the opportunity to promote the company's legal products to current and prospective government accounts, including: government attorneys, courts, and law libraries.
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The Government Legal Marketing segment faced a unique challenge: sales reps excelled at closing the deal during appointments; however, not enough consumers were scheduling appointments. To make matters more challenging, while other Legal Marketing segments were able to offer concert tickets or an iPad in exchange for an appointment, ethics regulations mandated that we only be able to spend less than $5 per customer in exchange for an appointment with a government account.
To address this roadblock, I developed and launched "Better Together": a baseball and Cracker Jacks themed, account-based marketing campaign showcasing how Thomson Reuters' legal products (Westlaw Edge and Practical Law) form a dynamic duo that - like baseball and Cracker Jacks - are better together. I designed the direct-mail box concept (complete with a flyer, a baseball-shaped stress ball, and a package of Cracker Jacks), created customized messaging for each target consumer (government attorneys, courts, and law libraries), identified prospect accounts, and arranged logistics - all ahead of schedule and under budget.