reaching your market: the public, law firms, and students
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Reaching Your Market: Reaching Your Market: the Public, Law Firms, and the Public, Law Firms, and
StudentsStudents
Reaching Your Market: Reaching Your Market: the Public, Law Firms, and the Public, Law Firms, and
StudentsStudents
A Program by
Amy Hale Janeke, JD, MLSReference Librarian / Media CoordinatorSan Diego County Public Law Library
www.sdcpll.orgahale@sdcll.org
Three Most Common Ways
to Get a Message Across
• Face to Face verbal communication (f2f)
• Written• Auditory (hearing)
Auditory
• Least effective – 3 times rule• Expensive• Difficult for listener to verify
information easily
Most Efficient Approach
• Use written or auditory methods to entice person into a f2f setting– Newsletters– Flyers– Radio ads or shows
What Works?
• Info that is timely• Info that is interesting• Info delivered in a format pleasing
to consumer
Print Newsletters
• Expensive – ($2,000 per issue in printing/mailing
costs)• Ineffective
– Less than 10% of members read it• Inefficient
– 3 month delay
PDF Newsletters
• Difficult to navigate• Takes time to load• Need special program (Adobe) to
open the documents
E-Newsletter• Cheaper
– Saving $3500 in first year of use• And $5000 a year every year thereafter
• More efficient– Send info out once a month– Pops up in readers e-mail- no downloading
• Effective– Readership increased by 40-45%
Cost• Print newsletter- $8,000 / year
– Printing– Postage– Staff time to assemble
• E-newsletter- – Initial set up fee of $1500– Monthly fee of about $250
• Saves us – $3500 in first year of use– And $5000 a year every year thereafter
How Can I do an E-Newsletter?
• Easy even if you don’t know HTML– Write content– Add graphics– Get e-mails– Send!
Getting Started
• Type information into Word or Wordperfect
• Get some clip art– CDs or – Clipart.com ($99/ year)
• Subscribe to a vendor – Subscribermail.com– Blue Hornet
What to Look for in anE-Newsletter Vendor
• Can I archive the materials for free?• What is the monthly cost?• How many addresses will that get
me?• What kind of statistics will I be able
to see?• Length of contract
Once you get all your text and graphics into the system and have created all the story files you need, you are ready to put the e- newsletter together.
How Do You Collect E-mails?
• Use membership list• Use web sign-up
– “We respect your privacy and do not sell personal information.”
• Use sign-up sheets at desk
Results• Readership is up from 10% to 40%• Comments like this:
– "Outstanding and informative newsletter."– "I just read your newsletter online and wanted to let
you know how impressed was with it. It is brief, but quite informative."
– "Thanks for sending the newsletter--I love it. It's interesting and I'm sure very useful to recipients."
– "Thank you very much for the e mail. I look forward to the next one!"
– "Thank you very much for the heads up on the changes in the civil code."
Results• Patrons come in and ask for books
featured in newsletter• Patrons perceive the law librarians
as information professionals, not clerks
• Patrons recognize the value of the law library and its staff
Unexpected Benefit• When a patron calls in or e-mails us
with a question, sometimes we have already addressed the question in one of our newsletters. So we can direct the patron to our web page so they can see our newsletter. They get the info and we get to raise their awareness of our web page.
Conclusion
• E-newsletters are a great way to connect with your target market – Cost efficient– Easy to do– Excellent response (lots of people see
it)
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