OVERVIEW

Bluelock, provider of Disaster Recovery-as-a-Service (DRaaS) for complex environments and sensitive data, dedicated resources to make a new sales push in the legal space – an industry with a growing need for comprehensive disaster recovery planning. Part of this initiative was the launch of Bluelock’s Cyber Threat Health Review, a professional service engagement for law firms seeking to mitigate risk from ransomware and other cyber threats.

CHALLENGE

As Bluelock’s long-standing PR agency, the company looked to BLASTmedia to help break into this market by targeting the legal industry trade media. Although a move to the cloud and increased concerns over data security and business continuity has created a growing need for Bluelock’s services within the legal space, many legal practices do not understand these services or how DRaaS differs from traditional backups. As a result, generating new business from this industry required not only an increased awareness of Bluelock as a solution, but also education surrounding the need for DRaaS as a whole within the legal industry.

STRATEGY

Understanding that general DRaaS education would need to be established before Bluelock could be considered as a solution, BLASTmedia worked with Bluelock to create content and relevant pitch angles that educated the target audience, while simultaneously positioning Bluelock as a thought leader in the space. Tactics included:

Researching and providing counsel around legal industry IT trends — through a target outlet coverage matrix that outlined articles and trends surrounding technology, disaster recovery and competitors, BLASTmedia used this data to inform overarching messaging and pitching strategy.

Outlining and creating educational, thought-leadership content to pitch to targeted legal trade outlets for potential placement, informing legal professionals on the need for DR in various use cases.

Consulting with Bluelock on a 2018 Legal Technology Predictions ebook which positioned Bluelock spokespeople alongside legal industry experts (including lawyers and other vendors) to build brand credibility in the legal space, and pitching the finalized ebook with key findings to targeted legal trade outlets.

Securing interviews with Bluelock spokespeople on broader security and technology topics in the legal industry.

Using strategic announcements to help bolster Bluelock’s credibility in the legal space. The team announced the completion of Bluelock’s SOC 2 security certification, a critical certification for data protection within the legal sector. In addition, launching Bluelock’s new Cyber Threat Health Review service in tandem with ILTACON 2017, the premier educational and networking event for the legal sector, also helped insert Bluelock offerings as part of a larger legal industry conversation.

CAMPAIGN RESULTS

Over the course of the first year-long legal push, BLASTmedia secured more than 20 educational articles featuring Bluelock spokespeople in target legal trade outlets, including a piece about why legal firms need a two-pronged approach to data protection in premier legal technology publication, ILTA Peer to Peer Magazine.

In November alone, the team secured seven pieces of coverage for the 2018 Legal Technology Predictions ebook in target legal trade outlets, including interviews for Bluelock’s EVP of Product and Service Development with Above the Law and the Thinking Like A Lawyer podcast. Coverage on Above the Law around the 2018 Legal Technology Predictions ebook quickly became a top traffic driver to Bluelock.com, sending 79 new sessions in only the first three days after the ebook launch. This coverage also drove website visits from five new perspective law firms and the South Carolina Bar Association.

In terms of media share of voice, Bluelock surpassed all direct and indirect competitors within the legal space, owning 42% of the overall conversation by the end of the year.