Building a Reputation with Social Media and Brand Awareness
DOCKETSCOPE | Comments Analysis SaaS
The Company
DocketScope is a cutting-edge comments analysis tool built specifically to meet the needs of regulatory agencies. DocketScope Inc. is a subsidiary of The Regulatory Group, Inc., the leading provider of training services to federal agencies on the regulatory process since 1980. Agencies use the DocketScope® SaaS to streamline and optimize public comments analysis projects, overcoming a complex challenge. Rather than being overwhelmed by the sheer volume of comments, review teams are freed to focus on the issues, improving the overall quality of rulemaking.
The Challenge
Passed by Congress and signed into law by President Harry S Truman in 1946, the Administrative Procedure Act (APA) mandates that federal agencies provide the public with an opportunity to comment on proposed regulatory actions. It also requires those same agencies to identify, consider, and respond to significant issues raised in these comments when finalizing regulations. The APA ensures that agencies take public input seriously as part of a transparent and accountable rulemaking process.
Since the APA’s enactment, the number of federal regulations has increased, and the regulations themselves have become increasingly complex. At the same time, the internet has made public engagement easier and more widespread, allowing stakeholders to submit comments more efficiently and in larger volumes. This has led to greater public participation in the rulemaking process. However, finding the “relevant matter” required by the APA can often mean sorting through tens of thousands or even hundreds of thousands of comments to find those that offer insight, placing a burden on agencies.
DocketScope’s founders understood the challenges that government agencies and organizations faced when conducting comments analysis projects. In response, they developed an intuitive SaaS that synthesized public comments into an easy-to-understand format and successfully reduced project times from weeks to days. However, a niche market combined with an audience that is typically both hard to reach and slow to adopt new technologies presented challenges to establishing the foothold needed to scale. Company leadership turned to Bay Leaf Digital to showcase product-market fit, establish a presence on social media, and build brand awareness.
The Solution
When leadership reached out to Bay Leaf Digital in 2022, our experienced marketers knew that the answers to DocketScope’s problem would be to cultivate brand awareness and to reinforce authority and credibility through thought leadership. We accomplished that goal by laying the foundation for a solid organic footprint and amplifying DocketScope’s messaging through social media advertising.
Our researchers looked at keywords to find gaps we could exploit and investigated markets and channels to determine where we had the greatest likelihood of success. Writers created table stakes content, including blogs and eBooks that we could use to entice prospects on social media and establish brand awareness with engaging posts. Account strategists crafted and implemented bespoke campaign strategies.
Preliminary data proved that we were on the right track, and we happily shared our results with DocketScope’s team in our weekly meetings. We were encouraged but knew that we had a long way to go.
Analysts monitored each campaign to determine what resonated with our target audience. We used what we learned to go to the next level, testing our messaging and refining our ideal customer profile (ICP). That work led to a series of data-driven decisions that built trust, increased credibility, and encouraged leads to engage with the brand.
“The Bay Leaf team pushed us to be more forward in presenting content to the market and establish DocketScope as the lead innovator in public comments analysis. They presented the data to define and refine our approach to advertising, which complemented our strong customer references and a fantastic product!” says Dhiren Patel, President of DocketScope.
The Result
Thanks in part to Bay Leaf Digital’s marketing efforts, DocketScope has been firmly established as an important member of the rulemaking community. Respected industry experts have begun partnering with DocketScope, lending their standing to company-sponsored webinars and other offerings. In only three years, DocketScope’s customer list ballooned from 0 to double digits and the number of comments analyzed using DocketScope’s solution grew from 0 to 2.5 million. From a marketing perspective, year–over–year lead count increased 48% between 2023 and 2024. Cost per lead dropped by 43% in the same period. The company now serves a robust roster of customers, including more than 18 Federal agencies.
Key Takeaways
Between 2023 and 2024, DocketScope saw a:
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