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8. Making a Legal Case for Insider Jokes: Using Cartoons to Market
   to Your Target Audience

         L awyers are often the subject of jokes,
                                                                 so who would think that the best way to
                                                                 reach them might be through humor?
                                                        CaseCentral, founded in San Francisco in 1994,
                                                        provides cloud-based electronic discovery software
                                                        solutions to law firms and corporations that are
                                                        used in preparing the pre-trial phase of a lawsuit.
                                                        CaseCentral distinguishes itself from much larger
                                                        competition with weekly installments of “Case in
                                                        Point” cartoons. By using clever visual humor that
                                                        cuts through the clutter with inside industry jokes,
                              the cartoons establish a unique voice and brand.
                                    Tom Fishburne draws the witty cartoons, working with
                              CaseCentral’s chief marketing officer, Steve d’Alencon, who often
                              provides the spark of an idea.

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