Client:
With more than 110 years of experience in legal and financial services for corporations,
Corporation Service Company founded LLC.com to help small business owners and entrepreneurs
form their LLC’s online quickly and affordably. LLC.com simplifies the process for
business owners who are experts at real-estate or lawn care or baking, but not in
the process of forming a legal entity for their business.
Marketing Objective:
The marketing team for LLC.com was looking to establish a new brand providing a
new service to small business owners specifically interested in forming an LLC.
This new service that would streamline the administrative process and provide business
owners with all of the permits and services needed to form and run a compliant business.
However, even the most motivated business owner can feel overwhelmed by official
terminology and oversimplified marketing claims. Further, the product is a value-priced
service. LLC.com wanted to provide a self-service approach to forming your business,
recognizing that most small business owners are do-it-yourselfers and prefer to
make their own decisions, rather than feeling coerced into listening to a salesy
marketing pitch. The marketing challenge was how to enable LLC.com to prepare the
business owner to make a decision and take action, efficiently.
Trellist Approach and Execution:
Trellist had designed the brand strategy to present the LLC entity as "easy, straightforward
and simple" and their approach to the site’s information architecture reflected
this message. The team also recognized the need to provide an alternate method of
communication as part of the overall strategy to create and give strength to this
still-emerging brand. Part of the strategy was to create a multi-purpose video that
gave site visitors an immediate taste of LLC.com, what the benefits of this particular
entity form were, how they differed from other entity forms, and most of all hold
their attention the entire time. Paragraphs of copy explaining legal terms and charts
to help business owners who already had little time on their hands only made the
decision-making process harder. LLC.com presents their information in a simple,
straightforward way that educates site visitors and encourages them to take action.
Trellist called on the skills and experts in our Education & eLearning Practice
to develop a strategy that would integrate seamlessly into the new site, as well
as be a strong enough statement that could stand on its own in order to create buzz
for the brand. The eLearning team worked to create a short video that reinforced
the brand message and educated the site visitor.
In our Education & eLearning Practice Area, we apply the elements of instructional
design, learning theory, eLearning methodology with strong marketing and branding
skills to create an opportunity for site visitors to acquire the means to make better
purchase decisions. Our approach to eLearning applies the proven strategies of eLearning
with good communications judgement to enable consumers to take action.
The results in this case were informed business owners ready to form LLC’s online.
The program is now several years old and is still performing. The business has continued
to grow and has helped thousands of small business owners protect themselves and
their assets.
Visit LLC.com
How can we help you?
Take your communications to a new level. Contact Us.
