Hacking Through the CLE Marketing Jungle:

Tips for Beginners

Presented By:

Karen Lee Oregon State Bar

Tigard, OR

Presented at: ACLEA 55th Mid-Year Meeting

January 25, 2019 Phoenix, Arizona

Karen Lee OregonStateBar

Tigard,OR

Karen Lee joined the Oregon State Bar CLE Seminars Department in 2001 as a program attorney and has been the director since 2003. Prior to becoming a CLE professional, Karen was a tax and transactional attorney and practiced in Oregon and Texas. A member of ACLEA since 2001, she is involved in a variety of  ACLEA  activities.  She  participated  in mid‐year  and  annual meeting  planning  committees  and  co‐chaired  the State and Provincial Bar SIG,  the Programming SIG, and  the Membership Committee. Her presentations  at  Boot  Camp  and  ACLEA  meetings  cover  myriad  topics,  from  marketing  basics  and customer  service  to  programming  best  practices  and  distance  learning.  Karen  served  on  ACLEA’s Executive Committee and  is a past president. An avid traveler and a food experience enthusiast, she  is also a huge fan of dessert and the Oxford comma.    

ACLEA 55th Mid‐Year MeetingJanuary 25‐27, 2019

PhoenixCLE Boot Camp

Hacking Through the CLE Marketing Jungle: Tips for Beginners

Presented by:Karen Lee

Oregon State Bar

*My thanks to Shanise Martinez, OSB CLE Marketing Specialist, for her invaluable assistance in updating this slide deck!

The Power of Marketing

The CLE Audience

Who should receive my message?

• Shotgun

• Targeted

Identifying the Audience

• Who do you want there?

• Timing

• Practice specific

• Length of practice

Reaching the Audience

• Internal Lists

• State/local/specialty bars

• Other professional accreditation boards

• Co‐sponsored events

Crafting A Message For The CLE Audience

A CLE provider needs to answer the Five Ws

Who

What

When

Where

Why

Sending the Message

What media should be used?

Brochures

Series of Related Courses

Email Marketing

Social Media Marketing

Websites

Frequency

How often should a CLE provider contact a potential audience?

• It depends…

• Organizational policies

• Message fatigue

Evaluating the Message

• Simple

• Detailed

Best Practices for Marketing

• Aware

• Responsive

• Agile

• Creative

Questions?

Thank you for listening!

Karen D. LeeCLE Seminars Director

Oregon State Bar

klee@osbar.org(503) 431‐6382

Hacking Through the CLE Marketing Jungle: Tips for Beginners

Karen Lee

Oregon State Bar ACLEA 55th Mid-Year Meeting

January 25-27, 2019 Phoenix, Arizona

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Competition is everywhere. With more provider options and delivery platforms for CLE and less lawyer

or firm income allocated to CLE, marketing is extremely important. Successful CLE marketing creates

brand awareness and customer loyalty.

I. Identifying Your Audience - Who Do You Want at Your Program?

Since the main goal of a program is to provide continuing legal education the primary audience is

lawyers. But that’s a really big pool. To be effective with your marketing, look at targeting that

primary audience to fill seats, log on to a distance learning program, or purchase a publication.

II. Targeting a CLE Audience

While in some instances a shotgun approach might work for topics that are very general in

nature (e.g., ethics), focusing on a specific audience and demographic will provide a greater

return on marketing efforts. “Who should receive my message” is probably the most basic

marketing decision to make. By filtering the audience the marketing message becomes

targeted. Below are some filters that can help target the audience:

A. Timing

PROGRAMS: CLE reporting cycle dates are a good example of a filter. Attendance at CLE

events increases as reporting dates near. This is a prime time to schedule programs with a

wide general appeal (skills programs, law practice management, time management), as well

as specific MCLE reporting requirements (ethics, diversity, etc.) PUBLICATIONS: Will the

release of a publication coincide with a related upcoming CLE event or the effective date of

new legislation? Target that practice area.

B. Area of Practice

If a bar has sections or you have a means to identify those who practice in a specific area,

you can market with that in mind. Don’t feel limited to practice areas that are most directly

related to the course. For example, a construction law publication or seminar might be of

interest to real estate attorneys. The type of law, such as civil or criminal and plaintiff or

defense oriented, can also help target the message.

C. Length of Practice

The number of years lawyers have been in practice is very helpful when marketing a

particular level of comprehension. An advanced institute will have appeal to an

experienced practitioners while a publication that sets out basic or fundamental

knowledge would be attractive to new lawyers.

D. Location

PROGRAMS: In some areas, geographic location can also yield target audiences. CLE

providers in high density areas with multistate bar members will want to draw upon those

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neighboring states. And in states with more than one high population city, holding live

events in those cities means marketing to lawyers in that region.

III. How to Reach the Audience

A. Using Your Internal Lists

If your organization has a Customer Relationship Management system (CRM) using this to

pinpoint a target audience from an existing customer base. Look at past attendees, new

members/customers, and repeat customers.

B. Other Professional Accreditation Boards and Agencies

A number of other professions have accreditation standards. CLE programs may qualify for

their continuing education requirements while some publications may be of general

professional development interest, Consider including these groups in the target audience if

contact information is available. Examples of other professionals are accountants, financial

planners, insurance professionals, real estate and human resources professionals, and

private investigators. In some instances, a state may regulate the profession, in which case

contact information for potential seminar attendees is public information and usually

available at a low cost.

C. Co‐Sponsored Events

Membership lists of professional associations may be a gold mine for potential customers.

However, unlike a state agency or board, private associations are not required to provide

information about their members. Or the cost to acquire the information is prohibitive.

Consider co-hosting an event with another group so they will share their membership

mailing list. Be aware that this type of “cross pollination” may generate a future request

from the co-host for your organization’s mailing list to promote one of its event.

III. Crafting a Message for the CLE Audience

The ultimate goal of any CLE provider’s message is “register for this program” of “purchase this

publication.” It is the program provider’s call to action. Crafting a call to action need not be lengthy

but it should contain sufficient information to encourage the reader to make a decision. A CLE

marketing message should be able to answer the five basics Ws: who, what, why, when, and where.

A. “Who” is speaking to the audience? Highlight subject matter expertise, the speakers’ or

authors’ years of experience, or any other special features that makes this program

unique.

B. “What” will the speakers discuss or the authors write about? Clearly identify the program’s

learning objectives or resource benefits. PROGRAMS: Work with the speakers and encourage

them to think in terms of providing a benefit to the audience rather than simply transmitting

information.

C. “Why” should the reader attend the program or purchase the publication? Emphasize the

benefit to the attendee. The best marketing language appeals to the reader’s self‐interest; how

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the information will solve a client’s problem or provide answers to questions. Examples might

be gaining insight into an important new case, learning or improving a critical skill, or obtaining

better results for clients. Focus on how the program or publication content will benefit the

attendee.

D. PROGRAMS: “When” should the audience show up? Be strategic planning an annual course

calendar. Programs scheduled closer to CLE reporting deadlines tend to attract more attendees.

Avoid state and national holidays when businesses are traditionally closed, and be mindful of

religious observances and school breaks. The days preceding or following these time periods can

also be low attendance days. Try scheduling annual events at the same time each year to

establish a pattern and expectation of future events. This can increase the likelihood of return

attendance.

E. PROGRAMS: “Where” is the program being held? The location and should be geographically

convenient for in-person attendees (don’t forget to evaluate parking and mass transportation

options). Highlight other locations of convenience such as virtual options or other physical

locations.

Use active, rather than passive, language in descriptions. “Identify key elements of the Smith case”

conveys more energy than “Key elements of the Smith case will be identified.”

Keep in mind that less is often more when crafting a call to action. Concise descriptions, white space, and

the judicious use of graphics actually allow the reader’s eyes to “breathe” and better process the

information. Presenting a reader with competing elements, such as large quantities of text, multi‐colors,

different font sizes, exaggerated punctuation, and large graphics, can be overwhelming and obscure the

call to action. As a result, the reader might abandon the communication prematurely.

Never underestimate the importance of utilizing a graphic designer. If resources preclude using in‐

house design expertise or working with a third party, ask around your organization to tap into other

staff who have a side interest or experience with design elements. If you have a very limited marketing

budget, consider DIY by becoming familiar with the basic principles of graphic design with YouTube

tutorials and using Microsoft Publisher, which is available in the Microsoft Office Suite.

IV. Sending the Message to the CLE Audience

The type of message and how frequently to send it is a balancing act and very dependent on audience

communication preferences.

A. What media should be used?

Marketing messages can be sent in a variety of print and electronic formats. While a potential

audience may have a preference for one format over another, sometimes finances or

organizational policies dictate the medium. Ideally, the call to action (“register for this

program” or “purchase this publication”) is presented to a potential audience in several

different formats over a period of time. Using more than one medium or channel to reach

people will help the message get through.

1. Brochures and Catalogs: Many CLE providers choose to produce and mail a separate

marketing piece for each CLE program or publication. This strategy allows for a

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targeted marketing campaign to those who have shown interest in similar events in the past

or who are likely to be interested in the event. There are, however, occasions when it may be

more effective to advertise multiple events or publications in one marketing piece. One

example is a series of related topic; another would be a series appealing to a certain skill

level, such as basic‐level courses for new lawyers.

Calendar format can advertise upcoming seminars or publication release dates. This cost-

efficient strategy markets a number of products in a consolidated format. The risk of this

less‐targeted approach is that recipients may not open the catalog or notice a particular

seminar or publication.

While printing and mailing marketing pieces is generally more expensive than email or

social media marketing, it may be more effective at getting audience members’ attention

in a sea of electronic notices.

2. Email Marketing: Email marketing is a popular marketing strategy. It is relatively

inexpensive compared to mailing printed brochures and allows a CLE provider to easily

target specific groups and track responses.

CLE providers must comply with various anti-SPAM laws when it comes to email marketing.

In the U.S., it’s the CAN-SPAM (Controlling the Assault of Non-solicited Pornography and

Marketing) Act and covers email where the primary purpose is to advertise or promote a

product, service, or website. Transactional or relationship messages, which are emails

about agreed‐upon transactions or emails that update an existing business relationship, are

allowed under the Act.

Canada has one of the world’s strictest anti-SPAM legislation, the Canadian Anti-Spam Law

(CASL). Australia’s law is the Spam Act 2003, while in New Zealand email marketing is

regulated under the Unsolicited Electronic Messages Act. If your organization sends

marketing email to individuals who are citizens or residents of the European Union, be

aware that the General Data Privacy Regulation (GDRP) went into effect May 25, 2018.

CLE providers should be careful when sending emails to potential customers with whom

they do not have an existing business relationship or the contact information is not public

information.

3. Social Media Marketing: though social media marketing within the CLE industry is

growing it has yet to consistently prove as effective as traditional marketing vehicles. On the

plus side it offers engaging and immediate ways to connect with an audience, create

content that is fun and informational, and publicize a product or service. This marketing

platform, first established with Facebook and Twitter, will continue to evolve and may be an

effective way to reach some target audiences. Facebook pages allow CLE providers to

update customers who have Facebook accounts about future seminars and publications.

Twitter accounts allow CLE providers to “tweet” (send short messages) to their followers

(those who have signed up to receive updates.) The benefit of social media marketing is that

it is audience‐driven and potentially interactive. With Facebook and Twitter those receiving

the message have indicated that they were interested in getting it. The audience is

encouraged to respond to the message and forward it to others. This interaction develops a

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two‐way relationship and allows for further distribution of the message to potential

registrants. To complement general Facebook pages and Twitter accounts, some CLE

providers create Facebook pages and Twitter accounts for specific events. On the downside,

maintaining an active social media presence is an ongoing endeavor. It requires a level of

resources that may be beyond the capacity of some CLE providers.

4. Websites: Website content and layout can vary, depending upon whether there is a

parent organization that guides the look of the CLE pages. Generally speaking, websites

should provide a way for customers to easily access information about programs or

publications that ultimately results in a registration or purchase. Seminar video clips and

sample publication chapters can encourage further action. Easy access to online event

registration and online purchasing can complement this website information.

B. How Frequently Should a CLE Provider Contact a Potential Audience?

There are a multitude of opinions on the ideal number of “call to action” contact points that will

result in action being taken. For some CLE providers, organizational policies will dictate how

often CLE messages can be sent. It’s a fine line trying to achieve the sweet spot between the

recipient thinking “who are you” (not enough contact) and “stop sending me so many emails”

(too much contact). This sweet spot will also vary between professions and even among

professionals in the same industry.

Technology has greatly expanded the ability to send and receive messages compared to when

print was the sole source of CLE marketing communications. One concern with email marketing

is the temptation to send too many emails. Readers can become desensitized to repetitive

messages, and frequent emails may result in the sender being blocked by customers or generate

a request to be removed from a marketing list. One way to counteract this fatigue is to establish

social media sites. Using social media can keep an audience from becoming bored or

disinterested with a CLE provider’s marketing messages.

Mixing the media sent can also help combat message fatigue. In addition to including social

media posts, consider a targeted post card or flyer announcing your event. The print pieces can

complement electronic messages. If your budget precludes print marketing, try using different

the subject lines that emphasize some aspect of the seminar, such as “Ten Tips for Drafting

Commercial Leases,” “Register/Purchase by March 31 and save $25,” or “Revised and updated.”

While the content of the seminar or product being advertised doesn’t putting a different ribbon

on the package might get someone’s attention.

V. Evaluating the Message

Whatever communication methods and frequency are ultimately selected, measuring audience

responses to these messages is vital. This can range from tallying a two‐digit code included on the

registration or purchase form to tracking various levels of click‐through responses from an email

announcement. Commercial email marketing services can help CLE providers manage their email

marketing and provide analysis of open rates (number of emails that are opened), click‐throughs

(number of times that links within the email were clicked on), and ultimately the number of purchases

or registrations. Whether the media is print or electronic, without such feedback CLE providers may be

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unable to accurately evaluate their marketing efforts, revise existing communications, or create new

marketing strategies.

VI. Best Practices for Marketing

CLE marketing is a dynamic and ever changing environment. CLE providers who are flexible and creative

with marketing resources will recognize an audience's preferred methods of communication, which in

turn will shape and drive marketing strategies. The goal is to differentiate a message from the clamor of

competitors and convince busy lawyers that this CLE program or product is the best choice for them.