Law firm libraries and information centers need to practice aggresive internal marketing in order to make attorneys aware of the full scope of available services. Harnassing technology can help put this endeavor on the fast track. Creating "brand", logos and slogans, and marketing plans are discussed. This article first appeared in Legal Information Alert Volume 21, No. 9 October 2002.

by Catherine Sanders Reach

Law firm librarians have long been aware of the importance of marketing the library, often using subtle and unobtrusive methods to get the attention of the firm attorneys. In the twenty-first century people are bombarded with advertisement and marketing in every facet of their lives. Companies are taking advantage of a myriad of communication vehicles to get their message across to the public. Law firms are just beginning to discover ways to market their services, an activity that has only recently become an acceptable practice. Libraries too must market their services.

Recent data from the marketing research consulting company Yankelovich shows that users want value, content, personalization, and commitment from companies and products. Today's consumer also wants the option of self-sufficiency. The law library offers all of these commodities to attorneys, and it is vital to market these services to the firm. The American Bar Association's 2001 Legal Technology Survey Report reveals that large firm lawyers attribute about 7% of all legal research in the firm to law librarians. How do law librarians make firm attorneys aware of all the services the library offers? By using the available technology to create "brand," market services, and create new ways of information delivery, law librarians can use business techniques to reach their clients and retain loyalty

Branding 101

The term "branding", often referenced in conjunction with marketing strategies, signifies a pledge to the client. A company, product, or service’s brand conveys a consistent behavior to the consumer. Mention of the brand's name should cause the customer to associate a series of positive expectations and images about the product, including quality, ease of use, history, communication, and reliability. The requirement of consistent behavior is what sets branding apart from the rest of marketing and what makes it difficult to achieve. Law firm librarians have been consciously or unconsciously creating and supporting a brand for their libraries from the very beginning. However, as with any good marketing strategy, it is important to test consumers periodically for their awareness of brand, evaluate its effectiveness, and find ways to strengthen it.

Marketing strategies can reinforce brand. Law firm libraries should first identify their successfulness in creating brand before determining new or improved ways to market the library and its services. Set aside time for the library staff to brainstorm on what the library’s brand should convey to the firm, such as professionalism, consistency, quality, cooperation, and courtesy. Explore and define how the library meets each concept, how these brand qualities can be strengthened, and create strategies to build a better brand.

The law library often works in tandem with other support roles at the law firm. Take advantage of opportunities with other departments to further the goals of the library, to strengthen the sense of community, and potentially create a co-brand. For instance, the law library and Information Systems department have numerous ways of cross-marketing services. Each can benefit from the others experience and expertise. Try to dispel the concept of "turf" and work together for a richer environment for clients. The Information Systems department can benefit from law librarian’s expertise in information architecture and database design, while the law library can benefit from IS’s knowledge of the local network, hardware, and system capabilities. Imagine rolling out a new product or service "brought to you by the Library and Information Systems." This type of cooperation can strengthen both brands. Other departments in the law firm, such as marketing, docketing, administration, and records, afford opportunities for co-branding and collaboration. Building these relationships will also provide the library new venues to market their services.

Logos and Slogans

Logos and slogans are two marketing tools that can provide name recognition, describe purpose, and reinforce brand for a law firm library. Applying a catchy logo and slogan to everything the library creates will spur instantaneous recognition for those who view it. Driving down the highway, does anyone wonder at the meaning of a giant golden arched "M" on a pole standing above the treetops? A simple logo can sum up a wealth of images, expectations, and assumptions. "Reach out and touch someone," "you wanted the best, you got the best..." or "don’t leave home without it" - slogans can provide a memorable summary of a primary mission, image, or goal without ever mentioning a product name. A combination of logos and slogans, consistently applied, is an easy way to further the branding effort of the library.

There are innumerable ways to create a logo and slogan. Start out with a brainstorming session to discuss how to represent the library best. If possible, find someone with graphic design skills who works in the library or is employed at the firm to help with the design of the logo. If outside help is required there are numerous graphic design firms in most areas, but there are also Web-based designers who will create a custom logo for as little as $20 with just an intake form. Another option is to use the free customized logos and slogans from the American Libraries Association's @yourlibrary Campaign for America's Libraries website. Download the graphic for law libraries, which depicts a briefcase and the slogan "Get Briefed @your library" followed by "Use your law library to help make your case" in smaller letters.

Once created, the logo and slogan should be applied to everything. It is important to apply them consistently and boldly to anything that goes outside of the library. An easy way to do this is to create templates. Most word processing programs allow users to create templates by choosing the option in the "save as type" menu. Spend some time creating custom templates for items such as fax cover letters, business letters, or reference forms. Save the templates in the "templates" folder with the word processors' other pre-built templates. Voila - the customized library templates are just a click away when opening a new document. Law firm libraries should also consider creating a standard presentation template with the firm’s presentation software, applying best practices to presentation design and incorporating the logo. This process will allow all library presentations to have consistency and branding, not to mention making the process of creating a presentation a little less daunting. Incorporate the logo and slogan in promotional items such as newsletters and brochures, both in print and online. Add them to business cards, e-mail signature files, and anything that helps increase exposure to the library.

Advertisements

Armed with a creative logo and slogan, law libraries can further market their services and skills with advertising. While advertisements are generally crop up during National Library Week, libraries should make use of these strategies year round. Advertisements can be "placed" in internal publications, targeting specific practice groups, firm events, or clients. Another advertising possibility exists online, using banner ads or pop-up ads. Whether via a portal, Intranet, or the online catalog, online advertisements provide an opportunity to promote the library. Banner ads can provide links to valuable new library services or resources, library surveys, or training events. They can be attention grabbers without being distracting. Find out what types of online ads are most effective. Studies show that ads that provide a link to a service or content are more effective than a simple logo. Try creating ads that incorporate the logo with an invitation to view a new online pathfinder or resource. Animated ads generate more interest, but keep them simple and subtle. Many people "burn out" on online advertisements, ignoring them typically after the third time they are viewed. Keep online advertisement fresh, interesting, and different. Do not run them in the same place with the same message all the time. Use them sparingly to effectively reach out to patrons and demand attention.

Another advertising opportunity is to create a complete list of library services. Create a definitive list of all library services, including whom to contact for specific services, and links to online forms and e-mail addresses for requests. This will allow the library to highlight all of its services and talents. Even "behind the scenes" services such as loose-leaf filing, cataloging, and book processing should be included. This is a great way to market available services, and provide information about the tremendous amount of work it takes to maintain the library. Targeted lists of services can be created for specific practice areas and even other support staff. A list of services can be a beneficial resource and it will help to market the library. Creating these lists will also help library staff identify areas that need attention, updates, or innovations. Provide a link to this list on the Intranet or portal. In the same way that Bisquick(R) provides recipes on the back of the box, a list of services can highlight the benefits of the library, beyond linking to online resources.

Feedback

A fun and easy way to measure the success of your advertisements, discover more about your patron's needs, or hook 'em with a game of trivia is with an online survey. Libraries have long employed the survey process to gather important information about their patrons. Online survey tools make this process easier and they provide another marketing avenue. There are many free survey tools available via the Internet that help take the sting out of keying in responses, sending invitations, and tallying results. These tools can help create pop-up surveys on the firm's Intranet, send e-mail invitations to the surveys, and even allow users to see results as they happen. Because of the ease of an online survey - click, click, click - many users are more inclined to participate since there is little effort involved. Surveys can create excitement and their results provide new content for the library Intranet pages. Always remember to incorporate the library's logo and slogan into the surveys to maintain branding. Use a banner ad to entice users to a new library survey, provide anonymity to find out how many patrons really take books without checking them out, or find out whether anyone checks for "good law" in print anymore. The options for serious and playful information gathering are limitless with online surveys and they can provide valuable recognition for the library.

Customer Relationship Management

In addition to online surveys, customer relationship management (CRM) software can help the library gather information about patrons and act on this information. CRM software was originally designed for companies that provided a product, allowing them to track customers and profit/loss. CRM software makers recognized this gap and began developing the software for services-based companies, such as law and accounting firms. Services-based CRM relies on creating a lasting relationship with the client. Law firms know the importance of keeping clients happy, since referral is a major source of new business. The same can hold true for the law library. Imagine one associate telling the other, "the library not only walked me through the resources to re-do the research for the Jones case after I lost all the files on my hard drive, but they sent me a birthday card too!" Make use of the law firm's CRM software if available. Alternatively, explore CRM "best practices" and create an in-library database to maintain information on patrons. At the very least if the firm uses a GroupWare package, such as Microsoft Outlook or Novell's GroupWise, make full use of the contacts functions. A shared library contacts folder, including both personal and professional information for each client, enables library staff to gain an edge on providing quality customer service.

This is an abbreviated list and does not include practice specific software, such as litigation support or estate planning. Other concepts and applications are making their way into the mainstream legal market, such as Internet deal rooms, online depositions, portals, extranets, expert systems, and knowledge management. Remember that no matter what the technology, effective usage of the product is the most essential element in realizing a return on investment.

Target Marketing

The next time an attorney asks for help with identifying law office automation software remember that the opportunity could lead to a whole new set of challenging and rewarding services for the library to provide. Start looking at the firms' technology and try to see how to work with IS to make the available software packages work for the users, promoting training and information sharing. As legal research vendors add on software products and merge services with other technology vendors, librarians have a unique opportunity to provide their firms with enhanced services. By taking on this new and challenging role, librarians will place themselves at the leading edge of law firm decision making and in a new, exciting position of power.

Resources

Many larger law firms maintain multiple practice areas. Unlike any other group in the firm, the library is familiar with the firm's specialties and practice areas. More than likely the library staff knows each attorney's specialty, professional activities, and long term projects. By capitalizing on their relationship with the firm's docket department, librarians can see what cases the firm is currently involved. By staying on top of workflow at the firm librarians can take a proactive approach to information delivery and services. Send e-mail offers to attorneys to set up alert services for news articles, precedential court opinions, or topical newsletters. Send a sampling of different electronic services available for a specific subject, based on that attorney's current interests or caseload. For instance, send an unsolicited e-mail containing an annotated bibliography of Websites, electronic newsletters, suggested databases, and online periodicals to an attorney writing an article on electronic discovery. Not only will the attorney be flattered that the library is aware of his or her research, but it will also raise the profile of the library.

Other current awareness tools that allow users to have information "pushed" to them electronically can be used advantageously by the library. Consider adding a service for the library to offer on-demand webcasting or RSS (Rich Site Summary) technologies on a topical, short-term basis for specific research needs. Let users know that the library can set up an e-mail alert service, based on specific search criteria, for the latest news on a specific topic. Perhaps there is a practice area working on a long-term project involving tobacco or asbestos litigation. Why not offer to set up and maintain a BLOG for the group so that they can share ideas no matter where they are?

There are innumerable opportunities for the library to use technology to assist in targeting services within the law firm. The library staff should be aware of all the ways the law firm's software can be customized for a group or for an individual user. Offer to create customized taxonomies to be used with the firm's case management program. Consider offering standardized research descriptions to be added to the time and billing program. Set up shared calendars for the firm's software and research training, with reminders sent via e-mail. Track attorney CLE hours using an online tracking service such as Reqwired, Inc. Regardless of the method, law firm librarians should consider ways to target customers, using technology to assist with the use of personalized services. By targeting services librarians will not only help slow the flood of information, but will also be creating a tremendous marketing tool.

Reinforcement

One of the best ways to let attorneys know of all the wonderful services and opportunities available from the library is via the firm's Intranet or Portal. If the firm does not have an Intranet the library should make its creation a priority. As strategic managers of knowledge management and sharing, the library needs to be a leader in the promotion and use of a common tool for the firm to access information and share ideas. The firm's Intranet is a great place for the library to further brand recognition, providing services and showing constant innovation.

The law firm Intranet should reflect all of the services and capabilities of the library. Innovation, personalization, and interaction are essential elements to making an Intranet or portal a success. The Intranet affords the library an opportunity to make further use of the slogan and logo, both on the library pages and pages highlighting available library services. Make sure to explore the site, identifying areas that could be enhanced by library services. For instance, offer to create a newsfeed for the firm's marketing pages or add an online training calendar to the IS department's pages. Always take any chance to cross-market with banner ads and always supply the library's logo.

An interactive approach to marketing services on the firm's Intranet is to provide live web-based reference services. Even if this feature can only be active for several hours a day it will create a buzz of excitement at the firm, if properly marketed. If live chat is beyond the abilities of the library consider a reference request form that mimics a good reference interview. Online reference request forms should contain as many detailed questions as possible. Consider creating multiple forms for different types of request - background searches, statutory research, legislative histories, ready reference, or business research. For each category construct as many questions as possible, including check boxes and drop down menus where appropriate. Ask for specifics such as delivery method, billing number, and deadline. This will cause the user to provide sufficient information the first time and allow the librarian to provide a higher level of service electronically. Keep all of the requests and the responses in a database to identify new areas for collection development and to keep reference statistics. Set up timed evaluation e-mails to follow information delivery by a day or two. This will allow the library to give the user occasion to request more information or comment on the service.

Conclusion

While it may seem radical to use banner ads to market library services on the firm's Intranet, law librarians must use new marketing tactics when offering a product or service. By employing strategies similar to those used in business world, librarians can use established best practices. Technology offers a way for librarians to promote services and revise delivery methods. Creating brand recognition by using logos and slogans, targeting specific audiences, and collaborating with complimentary departments are proven direct marketing strategies. Providing leadership on the firm Intranet, requesting feedback, and practicing customer relationship management techniques will raise awareness of the library's commitment to the firm's mission. The law library has always offered quality, convenience, and exceptional customer service to the law firm - let attorneys know it!

Catherine Sanders Reach has a masters degree in library and information studies and is a research specialist at the ABA Legal Technology Resource Center.