Marketing 102
how to market

There are many different ways to market your association. First of all, our marketing tends to take on the personality of the “marketer” in your group. Some people are aggressive and some are more passive, so the degree of how you market will depend on the marketing style of your marketing chair. And that’s not a bad thing because different types of marketing are good for different types of locations. Here are some ideas:

Advertising: a. articles in local legal newspapers and even some women’s newsletters

Corporate ID/Branding: a. basically this means using our logo on EVERYTHING possible to attain recognition from the “market” (same thing NIKE did when they started out with their “swoosh”); b. stationery with logo, address, website; c. “calling cards” for officers and committee chairs

Direct Marketing: a. newsletters to members and non-members; also send copies to large law firms; b. direct mail -- sending out notices and flyers of upcoming events

Market Research: a. focus groups geared toward finding out information relevant to your chapter/state association – perhaps you want to know why people are not joining or not renewing their membership; b. member survey -- send out to all members or include in your monthly newsletters (this will be more cost effective and also ensures that all members are receiving)

Presentations: a. this takes more time and energy than some chapters have available, but a presentation could be put together with information about your chapter/state, upcoming events, advantages of membership, etc.; b. speakers’ bureau -- members (usually PLSs or well spoken members) visit law firms and local community colleges with information about our association

Public Relations: a. send out news releases to local legal newspapers and/or local neighborhood newspapers with information about newly elected officers, members attaining PLS/ALS status, other member accomplishments; b. create a tri-part brochure about your chapter/state association, include relevant information such as: who to call for membership information, upcoming events, officer names and telephone numbers

Seminars: What better way to “market” your association then to put on a law-related seminar, preferably at your local bar association, for instance, the Philadelphia chapter put together an award winning seminar on support staff ethics