Service game

Independent research carried out among the profession last year showed that 92% of respondents thought that promoting the profession to the public was a priority. Now, following further consultation, a new public campaign is being launched to promote the profession and better explain the services that solicitors offer.

A series of posters have been created to promote the work of solicitors. Rather than simply stating what a solicitor can do, the emphasis is on the benefit to the potential client. The message is not just about the legal aspect but the reassurance that can be provided by using a professional adviser.

The posters depict five scenarios that highlight different areas of service, each showing how a solicitor has assisted with a particular issue. This approach was partly influenced by the result of public polling by the Society that showed that over a quarter of respondents didn’t have a good understanding of the services that solicitors offer. Where previous campaigns may have emphasised the problem, this one concentrates on the solution.

Some of the posters also make the point of encouraging people to be proactive about going to see a solicitor rather than waiting for a crisis. The imagery of the campaign is of family photographs, to support the idea that these issues affect us all and that they are not out of the ordinary.

Linked up

The posters link to more detailed information on the Society’s website about issues such as buying and selling a property, making a will, family law, and drawing up a power of attorney. The Society will work to place the posters in public and work places, and has created a Facebook page to generate interest in the campaign. Wider promotional opportunities could involve the media, particularly the trade press, and perhaps advertising.

Angus Maclauchlan, the Society’s marketing manager, commented: “We said at the time of the research that the real proof of progress would be acting on the findings.”

The public version of the campaign will ultimately lead to the “Find a solicitor” section of the Society’s website, which accounts for half the hits on the site. “So, as ever, it is important for members to keep their details up to date”, Maclauchlan points out. “Also, this campaign is not intended to replace marketing by individual firms. Rather it seeks to demonstrate that, whatever the problem requiring a legal solution, a solicitor can be of help.”

He adds: “We really want our members to help promote this campaign, so we have posters available to use in their offices. We can send both hard copy and electronic versions to any firm that wishes to display them. We have also produced a window sticker to support the campaign. It states that the solicitor is a member of the Law Society of Scotland. By using the same design elements and logo, the aim is to reinforce the solicitor brand.”

Budget value

The new campaign will differ from previous exercises such as the high-profile 1990s campaign that involved actor Russell Hunter reminding us that “It’s never too early to call your solicitor”. “That was a brilliant campaign for its time,” says Maclauchlan. “But it was 20 years ago – we need something more appropriate for today’s solicitors and clients, something that emphasises legal solutions rather than legal problems. It’s also worth remembering that the 1991 campaign was expensive and required a special subscription from members to pay for it. We are mindful of the need to get best value, so it won’t be a blanket campaign. Modest advertising ambitions will allow us to achieve our aims within existing budgets.”

No time limit has been put on how long the campaign will run, and there may be scope for changing the posters in the future, according to Maclauchlan. “Aside from promoting individual areas of work, the campaign is intended to act as a more general reminder that the solicitor badge gives a guarantee of quality. ‘Your solicitor, always on your side’ – that’s the message we want to get out to the Scottish public.”