© 2010 Rivkin Radler LLP. Presented by: Aurelia Sanchez Assistant Librarian April 2010

© 2010 Rivkin Radler LLP.

Presented by:

Aurelia SanchezAssistant Librarian

April 2010

© 2010 Rivkin Radler LLP.

A Law firm is a business The Library is an integral part of the

firm’s business

Marketing the Library

© 2010 Rivkin Radler LLP.

Why Market the Library?

Increase use of electronic resources Communicate value of the Library Build brand recognition Stay Employed!!!

© 2010 Rivkin Radler LLP.

Marketing Has Achieved Negative Connotation in

Libraries Way too much work Unnecessary fluff Not Enough Time

© 2010 Rivkin Radler LLP.

How Much Do They Know?

“Do We have a Library?”

“Does our Library have an online catalog?”

“We have access to Courtlink?, Really?”

© 2010 Rivkin Radler LLP.

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 $

© 2010 Rivkin Radler LLP.

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

© 2010 Rivkin Radler LLP.

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

© 2010 Rivkin Radler LLP.

Value-Added Service

Elements that are hard to put a price onplusvalue-added service taken literallyequalsQUALITY SERVICE

© 2010 Rivkin Radler LLP.

EXECUTE TO GET RESULTS

Marketing Department

Business Development

Research

Management issues

© 2010 Rivkin Radler LLP.

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

© 2010 Rivkin Radler LLP.

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”

© 2010 Rivkin Radler LLP.

Go On Your Rock-Star Tour

© 2010 Rivkin Radler LLP.

Be Proactive!

Strategic Leader-Proactive and Seize Opportunity

Rapport Builder-High Visibility-Communication Builder

Contributor Idea Generator Become involved-“Walk the Talk”

© 2010 Rivkin Radler LLP.

What is a Brand?

A Brand is the total experience a patron has with you

A Brand is delivery on a promise consistently

© 2010 Rivkin Radler LLP.

Brand Not Bland

Plain Vanilla Assumption name brand is better, pledge to

our clients Unique Reputable sources (not Wikipedia) Current Reliable Positive Expectations

© 2010 Rivkin Radler LLP.

Memory

Repetition Simplicity Visibility Relevance

© 2010 Rivkin Radler LLP.

Reinforcement

Intranet/Portal Further Brand recognition of the Library Show constant Innovation

Provide Services Vendors Webinar

© 2010 Rivkin Radler LLP.

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

© 2010 Rivkin Radler LLP.

In Summary…

Promote

Evaluate

Analyze