The National Board of Trial Advocacy, as with nearly all non-profit businesses, has great presure on its financial resources.  Marketing campaigns are necessary for survival but must be effective and effecient.

The goals of this campaign were to appeal to their two core markets: attorneys and consumers, and to increase traffic on the web site.

MojoTools Interactive crafted a program that took advantage of attorneys'  competitive and gregarious nature and the consumer's need for reassurance.

Working with NBTA staff, we identified a prominent attorney in each state and solicited a testimonial. This led to the creation of 50 separate banners that were delivered with an internal ad server.

The banners were displayed and rotated throughout the site.  Moreover, each banner was linked to a separate state coordinator page which served to deliver information and functioned as a doorway page for the search engines.

Effecient and Effective

The result of this effort was a significant increase in traffic to the web site as well as bolstering their membership numbers. And as an added bonus, all of the state coordinator pages appeared in the top ten on google searches for the featured search terms.