January 2004
State Bar kicks off next phase in the Bar's efforts to educate the
public about the value of lawyers
The State Bar's message - Wisconsin lawyers are problem solvers and
expert advisers who serve their communities - rolls out on radio
airwaves in selected locations in early 2004, and on television and
billboards in late spring.
Map shows State Bar's planned media outreach efforts from
January to June 2004.
The Bar introduced its Branding the Profession initiative and tag
line, Wisconsin Lawyers: Expert advisers. Serving you., in the
spring of 2002, to educate the public about the value of lawyers. The
initiative uses the three key qualities the public values most about
lawyers - expert advice, problem-solving skills, and community service -
in communications to the public.
Radio. Sixty-second ads began running on WHBY, Green Bay's top
talk/news radio station earlier this month. The ads, which will continue
for six months reaching more than 450,000 listeners in 23 counties, are
the second phase of the branding initiative in the Fox/Appleton/Green
Bay area. Billboards, promoting Wisconsin lawyers and the State Bar's
consumer Web site LegalExplorer, were posted on major highways from May
through December of 2003.
"After nine months of billboard exposure, we are moving the
billboards to Eau Claire and following up our outreach in the Fox
/Appleton/Green Bay area with radio," says Kevin Palmersheim, Public
Image Committee chair. "The radio ads focus on how lawyers can help the
public with everyday legal problems such as job loss, home purchase,
domestic violence, and end-of-life planning."
"Based on consumer research, the Fox Valley/Green Bay area was
identified as the target area for our message," says Palmersheim. "This
region, which has the highest percentage of individuals in the state
with a neutral view of lawyers and, therefore, the most likely to be
influenced by our message, is a major crossroad in northeastern
Wisconsin."
The radio ads drive people to LegalExplorer and other Bar resources,"
says Palmersheim. "The Web site is a valuable public service that offers
a starting point for resolving legal issues, answers basic legal
questions, and provides access to lawyers through the State Bar's Lawyer
Referral and Information Service."
Television. The State Bar is developing 30-second television
spots highlighting lawyers who have demonstrated exemplary commitment to
community or pro bono service. Television stations WISC-TV3 of Madison
and UPN-14 of Janesville will begin broadcasting in early spring. The
messages will air, to a potential viewing audience of 645,000, during a
three-month period.
"The television spots will be broadcast in 23 Wisconsin counties from
April through June 2004," says Palmersheim. "The project will feature
three individual lawyers or groups of lawyers who have had significant
posi-tive impact on an individual, group, or community through community
ser-vice or pro bono activities. If the pilot is successful, we hope to
air similar spots in other parts of the state."
The State Bar is accepting nominations for the television spots
through Jan. 26. (See related
article.)
Billboards. As the billboards come down in the Fox
Valley/Green Bay area, similar billboards will rotate throughout the Eau
Claire area in March, April, and May.
"Billboards are our first-choice for the initial entry into a new
consumer market because they reach a broad spectrum of people,"
Palmersheim says. "Billboards also are an uncomplicated and highly
visible way to acquaint an audience with our message."
The Eau Claire region was selected because it is a crossroad in
northwestern Wisconsin, allowing the message to reach more than 325,000
commuters as well as drivers in transit to other destinations.
"In the coming months, we'll evaluate moving our outreach and earned
media efforts to other parts of the state," concludes Palmersheim.
Inside the
Bar
