CASE STUDY | BRAND STRATEGY

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The Client

Notary Jane is a US-based online mobile notary directory that provides consumers the opportunity to locate notaries across the United States and contact them directly to fulfil their notarial needs. Additionally, Notary Jane offers support, ongoing education, and tools for notaries to grow their own mobile notary business.

Objective

Sociable Media was brought on prior to the launch of Notary Jane to kickstart business growth. It was evident that the necessary first step in rolling out this service was to establish a significant initial directory of independent mobile notaries. Without a solid database of notaries across the country, targeting customers in need of notarial services is impossible. In conjunction with this challenge, Notary Jane needed to develop a branding strategy that would ensure its recognition and awareness throughout the mobile notary industry.

  1. Develop a strategy to grow the initial directory of notaries. In other words, sell memberships.
  2. Create a consistent and recognizable brand image and feel to become a staple on the American notary and paralegal industry.

Solution

Because the Notary Jane business model is predicated on a substantial nationwide list of registered member notaries, targeting notaries and paralegals from across the United States was our primary objective. To do this, our digital strategy team devised a paid-ads campaign across the Notary Jane social media platforms to target independent notaries and legal professionals. A challenge with this task was ensuring that the client’s ad-budget was used as efficiently as possible; essentially, we had to ask ourselves “How do we attract the most-notaries, what areas have the highest demand for mobile-notary services, and how do we pinpoint these areas all while maintaining a solid geographical dispersion of available notaries.” Our research showed us that larger cities such as New York and Houston are hotbeds for notarial services, however we also recognized a surprising demand and interest in this service in more rural areas and in southern states like Georgia and Louisiana.

From the onset of the campaign, Sociable Media needed to develop and maintain an attractive, recognizable brand image, consistent across all communications platforms. After doing research on competitors and similar services, it became evident that most alternative mobile notary services maintain a very dark, monotone branding tone. Notary Jane not only hosts a database of independent mobile notaries, it also provides insightful tools and resources to help educate notaries on how to better themselves as professionals. A proactive business model requires an exciting, active brand strategy. Our graphic design team was able to come up with a series of templates for social media posts, newsletters and website content that we believed best represented the Notary Jane experience. The sky blue/bright orange colouring in the Notary Jane logo is vibrant and recognizable, and the Notary Jane avatar has become a fantastic marketing tool for Social media strategy and further brand awareness campaigns.

Results

After three months of our initial targeted marketing campaign, Sociable Media was able to bring in over 1000 members and establish a diverse initial membership directory. Once the initial database was established, the opportunity for re-marketing campaigns and organic outreach skyrocketed. In the first six months, Sociable Media expanded the Notary Jane email list to more than 14,000, primarily through the funneling of social media and website engagement.

The growth and evolution of the Notary Jane brand has led to a consistent 30% monthly increase in social media activity and following. The social media team has conducted weekly member spotlights for registered notaries that have further sparked organic social media growth and brand outreach.

  • Researched notarial services and activity in regions across the United States to maximize ad-spend while diversifying geographical placement of registered notaries.
  • Generated over 1000 membership sales in first three months of rollout campaign.
  • Established a recognizable brand image setting Notary Jane apart from its competitors.


Utilized a combination of member-benefits and organic social media content to maintain a consistent 30% growth rate for all Social Media platforms, driving further membership conversions.

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