Case Study: Duet and Merryweather Law
Services provided: Fractional CMO, marketing operations management, team management, brand development, messaging development, marketing strategy, positioning, funnel development, referral plan development, copywriting, content creation, internal documentation, client-facing messaging, ABA-compliant marketing, email marketing, presentation creation, process documentation, launch planning, launch management.
Attorney Connie Liu came to me with a fascinating idea: what if it were possible to leverage technology to make the experience of estate planning law better for both attorneys and clients? As she explained her idea for a legal tech platform to me, she knew where she wanted to end up – but she wasn’t quite sure where to start.
I knew right away this was my kind of project: giant, complex, and genuinely helpful to the people on the other end. So Connie brought me on as her fractional CMO and Launch Director, and I created a plan that brought the legal tech platform Duet, as well as Connie’s new firm, Merryweather Law, into reality.
Our project together took place across three main buckets: messaging and brand development, funnel development and internal documentation, and launch management. I finalized the messaging, positioning, and copy for the initial Duet website, along with creating copy for the quiz-like slides that clients would interact with on the platform. Simultaneously, I created a launch plan and started creating content that would develop and intrigue an external audience pre-launch, while also creating a plan and messaging for Connie to reach out to her existing network of referral partners.
As Duet moved into pre-launch, Connie realized that she would need to formalize her legal standing with Duet clients via her own law firm, Merryweather Law – but we were just weeks away from Duet launching! I brought in master design strategist Solveig Petch, and together we created the Merryweather brand and messaging, then liaised with the web team to bring it to fruition in time for the Duet launch. The brand was featured almost immediately by the World Brand Design Society.
Once those two major lifts were done, I created ongoing marketing plans and content for Duet and Merryweather while continuing our outreach to Connie’s referral network, setting up email marketing, and creating client-side documentation for the soon-to-be-incoming Duet clients. I developed a series of templates and presentations that streamlined the process of creating and delivering estate planning documents, cutting down on attorneys’ time doing busywork, and on clients’ billed hours.
Finally, once the brands were both up and running and Duet was in its second round of beta testing, I set up an ongoing plan for content creation and referral outreach, simplified assets that were no longer needed based on our first round of beta testing, and ensured that all marketing processes were documented so any team could come in and operate just as effectively as I had.
The result: two beautiful brands, a series of successful launches and happy clients, an attorney with much more time to do the things she really loves, and Duet and Merryweather were listed as preferred providers for a16z founders.
This project was a particular challenge, and delight, because it called on so many different skills and areas of focus all at once – and I loved every minute of it.
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