Case Study: Ignited Discovery
The Client:
Ignited Solutions, LLC, a full-service document management company focusing on information management needs, litigation support and electronic discovery, provides its clients—law firms in the Washington, DC metro area—with everything from hard drive restoration to electronic document conversion.
The Challenge:
In order to sign on new law firm clients, the company needed to capture the attention of DC-area attorneys. How to get the job done? Ignited came to Capitol Media Solutions (CMS) for help. Because Ignited had such a narrow niche market – regional law firms – traditional advertising wasn’t the answer. The company needed a more creative, cost-effective plan for placing its advertisements.
The Solution:
Working within Ignited’s $400,000 media buying budget, CMS put together a custom blend of event sponsorship and advertising venues. CMS carefully selected each media outlet to place Ignited’s advertisements where law firm decision-makers would pay attention – from sponsorship of prestigious and widely attended events to capturing the “captive” commuter audience, including:
- Two top legal publications in the DC-metro area
- Sponsorship at an industry trade show
- Charitable event sponsorship
- Advertising on bus shelter and subway platform posters
- Advertising on local political talk radio shows
The Results:
The custom blend of non-traditional media outlets created by CMS paid off. In just six months, Ignited Solutions saw an increase in new business inquiries... and, in 2006, the company was awarded “New Vendor of the Year” by the National Capitol Area Paralegal Association.