CASE STUDY • LEGAL AND PROFESSIONAL SERVICES
Making complex legal marketing easier to run.
At Liebert Cassidy Whitemore, I connected marketing technology, workflow design, brand governance, information design, and performance analysis across digital training products, publications, webinars, and social channels.
Scope note: This case study documents systems I built, improved, or supported. Revenue and channel metrics are shared outcomes involving Marketing, Training, Accounting, attorneys, vendors, and leadership.
On-Demand custom video fees collected or billed, year over year
+92.1%
Practice Group webinar fees supported during the review year
$37K+
Publication click-rate improvement
+41.0%
Growth in California publication readers
+47.2%
OPERATING ENVIRONMENT
A broad role inside a high-trust marketing system.
The work combined legal accuracy, client service, recurring production, revenue-supporting programs, and vendor-controlled technology. The challenge was to raise quality and reliability without pausing the baseline workload.
LIEBERT CASSIDY WHITMORE
From recurring deliverables to repeatable systems
LCW's marketing environment spans attorney-authored legal updates, client training, digital products, event registration, publications, social graphics, websites, and ongoing client communications. Each touchpoint has to be accurate, consistent, accessible, and delivered through multiple stakeholder reviews.
As Senior Marketing Technology Coordinator, I worked between
production and operations: designing and modernizing assets,
supporting platforms, coordinating programs, improving workflows, interpreting performance data, and making recurring work easier to repeat.
ROLE
Senior Marketing Technology Coordinator
STAKEHOLDERS
Marketing, Training, Accounting, attorneys, vendors, leadership
REVIEW PERIOD
June 2025 - June 2026
WORKSTREAMS
Digital products, webinars, publications, social, events, web, reporting
SYSTEMS SUPPORTED
On-Demand, Liebert Library, CVENT, WordPress/LexBlog, Issuu, Airtable
MY CONTRIBUTION
Design, analysis, coordination, process improvement, templates, platform support
THE CHALLENGE
LEGACY VARIATION
Recurring assets did not always share one clear visual logic.
Layouts, hierarchy, typography, imagery, and CTA treatment varied across programs and years.
MANUAL FRICTION
Important workflows depended on recurring review and follow-up.
Usage tracking, billing, access, materials, and exception handling needed more consistent structure.
HIGH-STAKES CONTENT
Dense legal information had to remain accurate and usable.
Design could not simplify away necessary nuance; it had to reveal the structure inside it.
INCOMPLETE SIGNALS
Reach alone did not explain whether audiences were acting.
Reporting needed to distinguish exposure from clicks, downloads, geography, and business support.
THE APPROACH
01 OUTCOME
Start with what needs to change.
Define the audience, business need, operational risk, and evidence of improvement before choosing a deliverable.
02 ARCHITECTURE
Organize the message and decisions.
Create hierarchy, information structure, brand logic, and reusable components that make the work easier to understand.
03 OPERATIONS
Design how the work moves.
Clarify records, templates, roles, handoffs, reviews, exceptions, and platform constraints.
O4 EVIDENCE
Use the result to improve the system.
Separate shared outcomes from direct ownership, then interpret what the data means for the next decision.
MAKE MARKETING EASIER TO RUN
Standardizing a
revenue-supporting
workflow.
01
The operating
problem
The recurring challenge was not simply creating an invoice. It was making sure the right training usage was identified, reviewed, communicated, and resolved across multiple stakeholders without losing important exceptions.
What I contributed
-
Helped analyze and improve the quarterly usage-review and billing process.
-
Supported consolidation of usage records and client history.
-
Developed mail-merge and invoice-template support for recurring follow-up.
-
Clarified handoffs and exception resolution with Training and Accounting.
The On-Demand program required more than promotion. Usage, client history, vouchers, follow-up, invoices, and exceptions all had to move through a dependable quarterly process.
-
Improved repeatability and auditability without pretending the process was fully automated.
01
Usage Recorded
Training activity and client records enter the quarterly review.
02
Records consolidated
Usage, vouchers, account context, and exceptions are brought together.
05
Exception resolution
Questions, historical context, and edge cases receive human review.
06
Accounting or client completion
The workflow closes with the appropriate billing, voucher, or client resolution.
+92.1%
Increase in On-Demand fees collected or billed, year over year.
Applied beyond billing
The same operating mindset showed up across other systems: supporting access and subscription workflows for Liebert Library, coordinating CVENT and webinar processes, improving asset organization, and resolving vendor-controlled WordPress/LexBlog notification issues through research, escalation, and follow-through.
03
Quarterly reconciliation
Records are reviewed before follow-up and invoice preparation.
04
Template-supported follow-up
Mail merge and invoice templates make recurring communication more consistent.
07
Record retained
Outcomes are easier to reference during the next review cycle.
08
System improved
Recurring issues inform the next template, rule, or handoff adjustment.
+34.9%
Increase in On-Demand vouchers, year over year.
PLATFORM SUPPORT
WordPress/LexBlog, CVENT, Issuu, On-Demand, Liebert Library
CONTINUITY
Templates, documentation, clearer escalation paths, reusable follow-up
CONSTRAINT
Some controls remained vendor-managed or required manual review
PRINCIPLE
Standardize the repeatable parts; preserve judgment for exceptions
SCALE BRAND CONSISTENCY
Turning visual direction into a usable template ecosystem.
02
What the system needed to do
LCW materials appear across publications, social posts, webinar promotions, recruitment, client resources, virtual backgrounds, video, and event collateral. A usable system had to accommodate very different content without making every asset look identical.
What I built and applied
-
Brand guidance for color hierarchy, typography, logo use, photography, spacing, and misuse examples.
-
Reusable visual templates for social posts, webinars, events, recruitment, attorney spotlights, and client resources.
-
A stronger first-read hierarchy: one clear message, supporting details, and an obvious action.
-
Flexible modules that preserved consistency without requiring every asset to use the same composition.
-
Guardrails for leadership-visible and third-party-restricted graphics.
The goal was not a collection of prettier assets. It was a shared layout logic that could improve high-volume production while protecting clarity, professionalism, and compliance.
System principle: Consistency should come from shared logic, not rigid sameness. The design system establishes what stays fixed, what can flex, and when review is required.
Brand guidance snapshot
Rules, hierarchy, and application
One clear first read
Lead with the seminar value instead of asking the audience to parse the full program at once.
Grouped information
Separate topic, date, location, agenda, and registration details into scannable regions.
Stronger CTA
Make the next action visible without competing with several equal-weight text blocks.
Relevant imagery
Use California and public-sector context to reinforce the audience and subject matter.
Client resource
Program Template
Recruitment
Culture and Talent
Webinar campaign asset
Digital event marketing
Welcome template
People and office update
Webinar campaign asset
Digital event marketing
Virtual Environment
Professional, low distraction branding
Operational outcome
Reusable patterns made recurring production easier to execute consistently across formats and audiences.
Risk outcome
Clearer brand and compliance guardrails supported leadership-reviewed work and graphics with third-party licensing restrictions.
CLARIFY COMPLEX INFORMATION
Rebuilding dense legal content around hierarchy and action.
03
Client Update: an editorial system, not a single layout
The recurring publication includes legal case summaries, risk notes, benefits guidance, attorney and firm updates, timelines, training opportunities, and service prompts. I organized the redesign around reusable editorial modules rather than one repeated page template.
What I contributed
-
A clear cover promise and lead story.
-
A guided index that helps readers navigate the issue.
-
Consistent category labels and headline hierarchy.
-
Modular Q&A, timeline, training, and promotional components.
-
A final action page that connects reading to subscription, training, and contact paths.
Information-design principle: The page should reveal how to read the content. Hierarchy, grouping, whitespace, labels, and calls to action do more work than decoration.
Professional-services content cannot trade accuracy for simplicity. The work is to preserve the necessary detail while making the structure, priority, and next action easier to see.
Front page
01
Guided index
02
Feature article
03
Mixed-density page
07
Action close
12
ACROSS CHANNELS
One hierarchy, adapted to the medium
The same principles extended beyond publications: conversion-focused event pages, content discovery graphics, client-resource promotions, social explainers, and video intros. Each format uses a different composition, but the system consistently answers: what is this, why does it matter, and what should the audience do next?
WEB
Program value, audience, dates, pricing, inclusions, credits, registration
VIDEO
Branded opening, topic context, motion hierarchy, professional tone
SOCIAL
Fast first read, human framing, concise action, repeatable templates
PUBLICATION
Editorial hierarchy, navigation, modular content, recurring actions
.png)
q.png)
IMPROVE DESCISIONS WITH EVIDENCE
Separating audience quality from raw reach.
04
The analytical shift
A top-line decline in impressions did not tell the whole story. I compared reach, action, and geography to understand whether the audience was becoming more valuable and relevant.
Measurement principle: Reach answers how many people encountered the content. Action and audience quality help explain whether the right people found it useful enough to do something next.
Publication impressions and reads were lower in the comparison period. Instead of treating that as the only verdict, I evaluated clicks, downloads, click rate, combined action rate, and California readership.
The result was a more useful interpretation: fewer total exposures, but stronger action behavior and better geographic alignment with LCW's core market.
Publication performance: year-over-year change
Impressions
Reads
Clicks
Downloads
Click rate
Action rate
Clicks
Downloads
METRIC
-8.3%
-13.5%
+29.3%
+7.5%
+41.0%
+28.0
+28.0%
+47.2%
2024-2025
2025-2026
CHANGE
Impressions
43,007
39,431
-8.3%
Reads
11,811
10,213
-13.5%
Downloads
975
1,048
+7.5%
Click rate
1.86%
2.63%
+41.0%
Click + download rate
4.13%
5.29%
+28.0%
Reads
11,811
10,213
-13.5%
California readers
4,983
7,333
+47.2%
+41.0%
Clirck rate
A stronger proportion of impressions converted into site actions.
+28.0%
Combined action rate
Clicks and downloads increased as a share of overall exposure.
+47.2%
California readers
Audience geography became more alighned with the firm's market.
CONSOLIDATED OUTCOMES
What changed across the operating system.
05
The strongest result wasn't one isolated asset. It was a connected approach to how marketing was structured, produced, governed, supported, and interpreted.
DIRECT CONTRIBUTIONS
What I built or produced
-
Design systems, templates, and brand-guidance materials
-
Client-facing collateral, social assets, publication layouts, web concepts, and video elements
-
Workflow templates, recurring communications, and performance analysis
-
Platform research, troubleshooting, vendor escalation, and follow-through
CROSS-FUNCTIONAL WORK
What I supported or influenced
-
On-Demand usage review and billing improvements
-
Practice Group webinar operations and client service
-
Publication and social performance interpretation
-
Marketing technology continuity and modernization discussions
EVIDENCE AND CONFIDENTIALITY
How results are presented
-
Metrics come from internal reporting, billing records, Issuu, and LinkedIn summaries
-
Shared outcomes are explicitly labeled as shared
-
Sensitive client and account details are removed
-
Some visuals may be reconstructed for portfolio presentation
CONSOLIDATED OUTCOMES
What changed across the operating system.
06
01
A design system is a decision system.
Color and typography matter, but the real value is helping people decide what to emphasize, what can change, and what requires review.
The strongest result wasn't one isolated asset. It was a connected approach to how marketing was structured, produced, governed, supported, and interpreted.
02
Operations should create freedom.
Templates and workflows work best when they remove avoidable effort while preserving room for judgment and edge cases.
03
Accuracy and accessibility reinforce each other.
Clear hierarchy does not reduce nuance. It makes complex information easier to navigate without losing necessary detail.
04
Measurement needs interpretation.
A decline in reach can coexist with stronger audience action.
Reporting becomes strategic when it explains that distinction.
NEXT ITERATION
What I would build next
The next phase would formalize the systems already taking shape and make adoption easier to measure.
-
A central template and asset library with clear taxonomy and ownership
-
Documented SOPs and cross-training for high-risk recurring workflows
-
Defined editable, locked, and review-required template elements
-
Turnaround, revision, reuse, and adoption metrics for creative operations
-
A reusable landing-page component system for events and client resources
-
More automation where it reduces friction without hiding exceptions
-
A compact dashboard separating reach, action, audience quality, and business support
-
A recurring review cycle for brand guidance and outdated assets
Let's Make Complex Marketing Easier to Operate
Interested in senior and specialist roles across
marketing technology, creative operations, marketing operations, brand systems, and digital experience.
"Kalle is a professional, talented, and thoughtful employee and colleague. He sets an extremely high standard for himself in all of his work and pays attention to perfecting every detail. He takes initiative to identify and address organizational needs without needing to be asked to do so."
Sarah Kahn
Legal Director, CHRCL