Page 40 - Visual Marketing
P. 40
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.
19 V I S UA L M A RK ETIN G