Challenge: The CLE has a mandate to provide up-to-date information and courses to lawyers across the province of British Columbia in every discipline of law practice. Effectively engaging lawyers practicing in individual silos of law was proving difficult with their one-size-fits-all approach. Lawyers tended to ignore all provided marketing materials when it included information not pertaining to their speciality. Course enrollment suffered as a result.

Role: Working with the staff of the society as well as with a selection of client lawyers, I determined the requirements for effectively and affordably communicating customized information to each speciality. The system allowed each lawyer to self-categorize themselves on the CLE website. There was also an e-news system that would automatically build a custom collection of subject matter for each lawyer in their chosen area of practice. I worked with a team of designers and programmers to ensure the successful completion and implementation of the project.

Result: The completed system resulted in a dramatic increase in engagement and courseware purchases by member lawyers. This translated into a multimillion dollar increase in revenues for the CLE over the life of the system.