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© 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
