Portal4Law

Fast Turn Around Product Launch

Vertical Market Messaging
PortalSoft, an innovative Silicon Valley software developer, created Portal4Law, the first 'one source' document management tool for small-to-medium sized law firms. As a start-up firm, PortalSoft needed the right mix of marketing tools to launch their product in a crowded marketplace. Spot-on messaging was also key to a successful market entry, especially when it came to presenting this complicated product in a way that lawyers could relate to.

Connecting Product Features to User Benefits
With a month to go before the launch of the product, the race was on. A Branding Blueprint was created to define the unique attributes and positioning of the product. Using the blueprint, a new, comprehensive Web site was designed in less than three weeks.

A multi-faceted communications program aimed at the legal trade was initiated. Tools included integrated advertising and PR as well as industry trade shows where the software could be demonstrated was introduced. Direct mail was used strategically, directing legal administrators to several places where they could learn more about the product: the Web site’s solutions and benefit pages, a white paper on the topic of electronic document requirements, and to the invitation for a demonstration at the trade show.

Getting Off the Ground Quickly
The Portal4Law program was launched in April 2008. Within six weeks, we landed interviews with the Silicon Valley Business Journal, Law.com, and LawTech News, the publication most widely read by our target audiences. As the program continues to create visibility, buzz about the company and its premier product will increase in the months to come.

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