This is a new product launch campaign for online legal research information for personal injury attorneys. It takes an integrated approach to positioning the product portfolio for multimedia and multichannel marketing across a large organization.

1. Westlaw Personal Injury Libraries Integrated Program

2. Westlaw Personal Injury Libraries Integrated Launch
Business Objectives:
• To develop a new line of online legal research libraries for
personal injury attorneys targeted to practice area specialties:
Products Liability, Medical Malpractice, Premises Liability, Motor
Vehicles.
• To provide an integrated collateral system for the field sales
organization.
• To launch a targeted direct mail campaign generating qualified
leads for field sales.
• To extend the portfolio positioning to multichannel marketing
across the organization.

3. Westlaw Personal Injury Libraries Integrated Launch
Communication Strategy:
• Position the Personal Injury product line with a consistent
look and brand promise.
• To leverage the Westlaw premium brand identity.
• Synchronize lead generation direct mail with telemarketing
and field sales follow-up.
• Enable positioning footprint for unique selling messages for
the sub-specialty practice areas and state-specific versions
within the collateral system and multichannel
communications (digital and print).

4. Westlaw Personal Injury Libraries Integrated Launch
Program Execution:
• Coordinated list segmentation, lead qualification and messaging
with input from Customers, Product Development and Field
Sales.
• Internal communications included product training, lead
qualification, mail/phone scheduling and implementation
processes.
• Developed consistent use of graphics and color with product line
for:
 Display and digital advertising
 Lead generation direct mail
 Sales collateral
 Email and Web pages
 Trade show signage
 Press releases

5. Westlaw Personal Injury Libraries Integrated Launch