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Reaching Your Market: the Public, Law Firms, and Students

Reaching Your Market: the Public, Law Firms, and Students. A Program by. Amy Hale Janeke, JD, MLS Reference Librarian / Media Coordinator San Diego County Public Law Library www.sdcpll.org ahale@sdcll.org. How Do You Reach Your Target Market?.

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Reaching Your Market: the Public, Law Firms, and Students

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  1. Reaching Your Market: the Public, Law Firms, and Students

  2. A Program by Amy Hale Janeke, JD, MLS Reference Librarian / Media Coordinator San Diego County Public Law Library www.sdcpll.org ahale@sdcll.org

  3. How Do You Reach Your Target Market?

  4. Three Most Common Waysto Get a Message Across • Face to Face verbal communication (f2f) • Written • Auditory (hearing)

  5. Face to Face • Most effective • Most time-consuming • Most expensive

  6. Written • Effective • Inexpensive • Least time consuming

  7. Auditory • Least effective – 3 times rule • Expensive • Difficult for listener to verify information easily

  8. Most Efficient Approach • Use written or auditory methods to entice person into a f2f setting • Newsletters • Flyers • Radio ads or shows

  9. What Works? • Info that is timely • Info that is interesting • Info delivered in a format pleasing to consumer

  10. Print Newsletters • Expensive • ($2,000 per issue in printing/mailing costs) • Ineffective • Less than 10% of members read it • Inefficient • 3 month delay

  11. PDF Newsletters • Difficult to navigate • Takes time to load • Need special program (Adobe) to open the documents

  12. 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%

  13. 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

  14. How Can I do an E-Newsletter? • Easy even if you don’t know HTML • Write content • Add graphics • Get e-mails • Send!

  15. 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

  16. 1. Type up information

  17. 2. Get clip art

  18. 3. Subscribe to vendor

  19. 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

  20. 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.

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