Author: Elliot Westman

I prepared a GTM plan, product positioning, messaging, and creative strategy + designs to support a first-of-its-kind product launch – podcasts approved for continuing legal education. After honing in on the value prop and core messaging, I conceptualized creative ways to get this this message across and resonate with the target audience in multiple channels: […]

I led two major replatforms and rebrands (500+ pages) as primary marketing decision-maker and project manager for NBI and IPE, two nationwide leaders in continuing education. I was responsible for all content, design, and UX/flow for both brands, and worked with a designer and our internal marketing team to accomplish the overhauls. I also stepped […]

I was retained to handle the creative direction, positioning, and multichannel design and copy (email, display, landing pages) for the release of an exciting new “true crime” category of attorney legal education courses. Creative Direction & Sub-Branding Display/Social Email

Running with a high-level concept from the client, I created a 9-send email journey that uses urgency, simplicity, and direct response copywriting to compel customers into purchasing. I handled all aspects of design, copywriting, and the journey flow and cadence. The client was thrilled with the deliverables – results pending. Samples from a couple of […]

1. Converging tools and processes blur lines between Early Data Assessment (EDA) and Review Does an organization really need two separate tools for EDA and review? For over 15 years, organizations have been adopting litigation technologies a la carte (e.g., a review tool) that solve maybe one piece of a much larger ediscovery puzzle. Only […]

As part of a company-wide rebrand I led during a web platform migration, we set out to improve NBI’s paid display campaigns. We wanted to refresh proven prospecting and retargeting messages, test some new contenders, and improve performance. Examples:

Goal: Improve search engine ranking position for the term “[State] CLE Requirements” in each U.S. State through on-page content optimizations. We also wanted to improve the scope of topical coverage, make the pages more valuable to readers, and improve the internal/external linking strategy. These were important top-of-funnel search terms for the client. I drove the […]