A new look for a 30-year-old brand. In the electronic age, printed collateral may be the next “new” marketing vehicle.

Challenge

The International Institute for Conflict Prevention and Resolution (CPR), a legal think tank and a pioneer in the field of commercial dispute prevention, management and resolution, needed to enhance the marketing of its ADR-related business tools, resources and services. Retaining CPR existing membership base and recruiting new members had become a critical priority for CPR’s long-term stability.   To do this, CPR would have to create new marketing collateral that would effectively quantify and communicate its value to current members and to prospects.

My Approach/Role
As Vice President and Director of Marketing, I had effectively expanded CPR’s electronic marketing platform, including the introduction of a new website and by enhancing and leveraging its existing communications tools (email, direct mail, advertising) to better convey CPR’s value proposition.  Due to budget constraints and minimal staffing, CPR had relied upon email communiqués, including bulk email blasts, targeted messages and its periodic e-newsletter, as well as word-of mouth to promote its diverse offerings. These campaigns were somewhat successful and had kept CPR’s marketing costs down.  However, the legal market was becoming saturated with competitive email traffic. CPR needed to alter its approach and to better communicate value to its constituents.  More importantly, CPR needed materials with consistent branding (design and imagery).

Solution
In increasing numbers, its members – general counsels, top attorneys and legal practitioners – had been responding to CPR’s direct mail pieces. Therefore, printing new collateral seemed a viable tactic. It would help define CPR’s brand, diversify its approach to constituents, and would complement its recently enhanced electronic marketing initiatives.   

CPR needed to show a depth and range of offerings, to highlight its most profitable offerings and to promote its newest business tools. Therefore, I conceptualized and authored two new collateral pieces and rebranded and edited a new tool for lawyers:  

1. The Continuum of ADR Best Practices is the primary corporate communications piece. An alternative to CPR’s lengthier Annual Report (see case study), this tri-fold brochure presents the organization’s full scope of services and resources which can be utilized at every stage of a business dispute. It is a compelling illustration of CPR’s value – at a glance.
2. The Guide to Self-Administered ADR outlines CPR’s signature approach to dispute resolution. For users at all levels of sophistication, this booklet answers questions and provides a soup-to-nuts description of the organization’s dispute resolution services for those unfamiliar with this complex area of law.
3. The Early Case Assessment Toolkit was the first tool in CPR library of legal protocols and procedures to be branded with the new imagery and layout. This tool was not printed, but was made available for download from CPR’s website as a pdf.  

The design and layout was created in tandem with the redesign of CPR’s newly refreshed website (see case study) enabling consistent branding across marketing vehicles.  By writing the piece and providing art direction, I was able to save on overall costs for CPR and, thereby, print a significant quantity within budget.   Journal advertising was also developed in-house and additional business tools are being converted to the new brand, as appropriate.   

Outcome
By coupling the development of this new collateral with the website refresh, I was able to launch a uniform print and electronic marketing campaign at the outset of 2011, in conjunction with CPR’s Annual Meeting. More importantly, I provided the beleaguered membership team with much-needed tools for promoting CPR prospects, as well as something new to share with current members. The tools are also being used by CPR’s Board of Directors in their own recruitment and retention efforts. 

Design Partner: CS Designworks