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Marketing the Library for Law Firms: Strategies for Building Value and Recognition

Learn how to market the law firm library effectively to increase usage, communicate value, and enhance brand recognition. Discover the importance of promoting library services, engaging with other departments, and measuring results for optimal ROI.

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Marketing the Library for Law Firms: Strategies for Building Value and Recognition

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Presentation Transcript

  1. Presented by: Aurelia Sanchez Assistant Librarian April 2010

  2. Marketing the Library • A Law firm is a business • The Library is an integral part of the firm’s business

  3. Why Market the Library? • Increase use of electronic resources • Communicate value of the Library • Build brand recognition • Stay Employed!!!

  4. Marketing Has Achieved Negative Connotation in Libraries • Way too much work • Unnecessary fluff • Not Enough Time

  5. How Much Do They Know? • “Do We have a Library?” • “Does our Library have an online catalog?” • “We have access to Courtlink?, Really?”

  6. Why Use The Library? • One word: VALUE • “Relative worth, utility or importance” • Quality • Relationships with library staff • Access more databases • Efficient • Cost Effective • Save the clients $

  7. Create Awareness = Increase Use of Library • Inform changes • Training • One-on-One • Group training • E-mail • Intranet • Firm Bulletin or Newsletter • Attend Practice Group sessions

  8. Increase Use of Library • Be Responsive • Return calls and reply to e-mails • Attorney should not have to chase you down • Use the same method used by the patron

  9. Value-Added Service Elements that are hard to put a price on plus value-added service taken literally equals QUALITY SERVICE

  10. EXECUTE TO GET RESULTS • Marketing Department • Business Development • Research • Management issues

  11. How Can the Marketing Department Help You? • Publish an article • HARO (Help-A-Reporter-Out) • ProfNet (hefty subscription fee) • Current on Firm dealings • Make you integral part of the firm

  12. Work In Tandem With Other Departments • Marketing Department • IT or IS • Accounting • Docketing • Records • BENEFITS • Co-Branding and collaboration • New Venues for marketing services • Dispel the concept of “turf”

  13. Go On Your Rock-Star Tour

  14. Be Proactive! • Strategic Leader-Proactive and Seize Opportunity • Rapport Builder-High Visibility-Communication Builder • Contributor • Idea Generator • Become involved-“Walk the Talk”

  15. What is a Brand? • A Brand is the total experience a patron has with you • A Brand is delivery on a promise consistently

  16. Brand Not Bland • Plain Vanilla • Assumption name brand is better, pledge to our clients • Unique • Reputable sources (not Wikipedia) • Current • Reliable • Positive Expectations

  17. Memory • Repetition • Simplicity • Visibility • Relevance

  18. Reinforcement • Intranet/Portal • Further Brand recognition of the Library • Show constant Innovation • Provide Services • Vendors • Webinar

  19. Measuring Results • Return On Investments • Follow Up • Survey • CRM-Customer Relationship Management • Microsoft Outlook or GroupWise- • make full use of “contact functions” Effective Use of Product is the most essential element in ROI

  20. In Summary…

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