Strategist / Executive Producer / Writer / Editor
Industry
Tech Company
Marketing Agency
Scope of Work
Brand Audit
Film Production
Brand Archetype
The Creator
Vibe
Foster Consulting was a pioneer in web development apps, launching DSS, its proprietary CMS and CRM, around the same time WordPress was released. Since then, Foster’s software has been seen as a no-nonsense solution for legal and medical practice owners interested in having a website.
Pain Point
As competing CMS and CRM solutions upgraded and built upon one another, DSS stagnated with a less intuitive interface. Clients were shifting to competing platforms that allowed more expressive tools and quicker response times.
Solution
We discovered the peculiar notion that lawyers and doctors saw themselves as artists when taking on marketing duties. We developed a commercial concept that allowed these white-collar professionals to further embrace this inspiring self-image of the artist determined to change the world.
Resolution
This project synergized with a new partner of Foster’s: a media buyer. We negotiated a three-month OTT and cable run at no expense to test the new partner’s capabilities, leading to a 10,000% visibility increase and a 1,000% web traffic increase.
Project Overview
A commercial I developed, wrote, produced, and edited for Foster Consulting’s 2024 update to their proprietary SaaS product, Dynamic Self-Syndication (“DSS”), a joint client relationship management system and content management system for legal and medical firms.
This project was Foster Consulting’s first commercial to air on television (OTT and cable).
Additional Information About The Work
Clients were demanding more creative control within DSS. Nearly 100% of users were requesting more client-side aesthetic options over website development, including but not limited to image overlays, color schemes, unordered list bullet alternatives, font changes, and a drag-and-drop newsletter editor. This update transformed DSS into a creative platform for firms who wish to have more direct control over branding, making it a stronger alternative to competitors such as WordPress and HubSpot.
Research found that lawyers and doctors likened themselves to artists, despite their professions. While they worked in professional services, they spent their time outside of work engaged in what they deemed more creative pursuits. I wanted to capitalize on this notion, positioning the brand with messaging that emphasized creative freedom and opportunity for significant impact. At the same time, we wanted to build a warm feeling around the new tools instead of the typical mental and emotional weight clients claimed they felt when managing marketing and advertising decisions.
Inspiration came from Levi’s O Pioneers! commercial that ran in 2009.
Additional Information About the Results
This commercial aired in the Washington, DC, Metropolitan Area via OTT (streaming) platforms and cable channels. The specific outlets were chosen based on multiple television rating currencies that highlighted law firm owners and medical professionals as regular viewers in that region.
Foster Consulting saw a 10,000% increase in visibility and roughly a 1,000% increase in website visits during this three-month campaign.
Personal Statement
I am honored to have been chosen to craft this message for Foster Consulting and DSS as part of a campaign positioning them as innovators and creators in an oversaturated marketing agency space. This industry is rife with competition that often falls short of creativity, focusing almost entirely on data that their clients tend not to fully understand anyway.
A hurdle I had to overcome with this project was a low budget. Since it was a foray into OTT and cable advertising for Foster Consulting, there were financial limitations in what could be achieved, as this was a proof of concept for leadership to test out. I learned how to become more adaptable and resourceful in taking advantage of a situation where I was given plenty of creative capital but fewer resources otherwise.
Scott Duvall 