In the modern legal world, collecting, preserving, & reviewing electronically stored information for use in civil litigation has become an immense challenge. And while a plethora of consultants, services, software tools, and hardware devices have inundated the market to support every stage of this electronic discovery (e-discovery) process, the complexity of the topic has only caused confusion for most legal professionals.
After years of success providing insight into the world of electronic discovery, legal technology consultants George Socha & Tom Gelbmann resolved to bring their considerable knowledge to a wider audience, in order to help guide legal technology consumers to better purchasing decisions. Socha & Gelbmann’s experience had shown them first-hand the limitations of static rankings. They firmly believed that no fixed ranking of e-discovery offerings, based on generic criteria, could truly help lawyers & their clients make confident decisions about what company they should consider using. Their idea was to create a new tool that would provide customized rankings of e-discovery products and services based on the unique needs of individual businesses. For that they turned to Circadian.
Circadian handled all marketing strategy, brand identity creation and led the product development team to help determine exactly how the Software-as-a-Service (SaaS) tool would function. Guided by Socha & Gelbmann’s extensive background, we generated a comprehensive marketing plan and pricing strategy around the need to communicate the unbiased, customized and quantifiable guidance the new tool would deliver. We crafted the product’s name—Apersee—which comes from the French word aperçu (pronounced a-pər-ˈsü), meaning an immediate understanding or insight. The brand identity we created visually communicates the advanced nature of the Apersee service. The icon transforms the letter A into a stylized scale, which plays up both Apersee’s focus on the legal community and the company’s mission to help consumers make smart choices about electronic discovery solutions.
The heart of Apersee is the Selection Engine, built on criteria developed by Socha & Gelbmann over seven years of conducting their Electronic Discovery Survey and drawing heavily on the Electronic Discovery Reference Model (EDRM) framework. Based on an algorithm written by Circadian, the Selection Engine allows users to choose the criteria that matter most to them, assign priorities to those criteria, evaluate the results, and modify their searches until they are ready to contact a provider and start a conversation. The website interface Circadian designed makes navigating Apersee useful and intuitive, while still conveying the forward-looking nature of the technology.
Since launching in early 2011, Circadian’s public relations and media outreach efforts have helped Apersee to be featured in more than a dozen trade publications, creating enough buzz to sell sponsorships to industry leading companies such as Nuix, AccessData and Symantec. Legal technology luminaries such as Julie Brown are praising Apersee: “I’m happy to see a tool that can finally provide a deep understanding of a complex industry.”
Based on our extensive marketing plan, Circadian has developed ongoing promotional tactics such as email marketing, print & online advertising and a series of sponsored webinars for Apersee. We also began an aggressive social media and content marketing campaign that more than doubled Apersee’s web traffic after just one month. And these impressive results show no signs of letting up. Says Apersee’s Gelbmann, “Circadian’s seasoned marketing professionals have been a great help in getting our business off the ground.”