Law Society to target big business in new “solicitor brand” campaign

Print This Post

23 July 2015

Law Society posters

The society’s existing campaign has boosted Find a Solicitor

The Law Society’s membership board has approved plans for a long-term campaign to boost the ‘solicitor brand’, which will include bigger businesses and in-house lawyers as buyers of legal services.

The society already runs a campaign promoting the work of solicitors to consumers and small businesses, which has increased traffic to its ‘Find a Solicitor’ website and is running until the end of October this year.

In a paper for the membership board, society officials said: “We have not actively targeted larger business consumers with messages in the past or researched their decision criteria. We have also not targeted in-house solicitors as purchasers of legal services.”

Officials said the existing campaign with consumers had also not “stressed the public interest aspect” of solicitors’ work.

They said that although the society thought that the “key factors” which differentiated solicitors were that they were “well trained, regulated and insured”, there was no “robust evidence” that this was the case.

In the same way, officials said that there was a perception within Chancery Lane that various things united the profession – pride in the profession and the title of solicitor, defending the rule of law and human rights, protecting access to justice, acting as officers of the court and legal professional privilege.

However, this opinion was “based on our own work with members and our own perceptions, but this has not been tested with a representative cross-section of our members”.

Officials recommended that the first phase of the new campaign should be research this year to provide a “detailed analysis of positive and negative drivers” behind public perceptions of the solicitor brand.

There should also be research on the profession’s perception of the brand, and the possibility of working with Bar Council and large law firms, which carried out their own consumer research.

The membership board approved a budget of £100,000 for strategy work on the campaign, which is scheduled to start next year.

Tags: , ,

Leave a comment

* Denotes required field

All comments will be moderated before posting. Please see our Terms and Conditions

Legal Futures Blog

The LSB’s proposals for legislative reform: let’s be clear

Caroline Wallace LSB

The publication of the Legal Services Board’s vision for legislative reform of legal services regulation on 12 September has generated a healthy level of interest and debate. This can, on the surface, seem a somewhat dry subject. However, it has an impact not just on existing regulated practitioners, but also on providers of legal services more generally, as well as everyone who uses or benefits from an effective legal sector. And, let’s face it, that’s all of us.

October 25th, 2016