June 2004

Billboards promoting Wisconsin Lawyers appear in Eau Claire area

Watch for the State Bar's tag line message - Wisconsin Lawyers: Expert Advisers. Serving You. - on billboards promoting Wisconsin lawyers and the State Bar's consumer Web site, LegalExplorer, in the Eau Claire area. The billboards went up in mid-April and will rotate throughout the area through mid-July (see below for locations).

"Billboards are our first choice for the initial entry into a new consumer market because they reach a broad spectrum of people," says Public Image Committee Chair Kevin Palmersheim. "Billboards also are an uncomplicated and highly visible way to acquaint an audience with our message - that lawyers are expert advisers and problem solvers who serve the public."

The Eau Claire region was selected because it is a crossroad in northwestern Wisconsin, allowing the message to reach more than 325,000 people who will travel through the area. Billboards were introduced last spring in the Fox Valley/Green Bay area, Wisconsin's northeastern crossroad.

The Bar introduced its Branding the Profession initiative and tag line, Wisconsin Lawyers: Expert advisers. Serving you., in spring 2002, to educate the public about the value of lawyers. The initiative, which grew out of concerns from members about the public's understanding of the legal profession and the declining public image of lawyers, uses the three key qualities the public values most about lawyers - expert advice, problem-solving skills, and community service - in communications to the public.

• For more information about the Branding the Profession initiative

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