The Law Society of Scotland: Member communications programme
How the Law Society of Scotland acts for the profession
The Law Society of Scotland is the professional governing body for Scottish solicitors and also helps to shape the law for the benefit of both the public and the profession. There are almost 10,500 practising solicitors in Scotland, and all are members of the Society.
The Society wanted to remind and update members of the support and many professional services available to them through the Society. They also wanted an approach that would position the Law Society as a modern, forward looking organisation, one that reinforced their strategic aim of leading and supporting a successful and respected Scottish legal profession.
Working with the Law Society communications team we identified the key issues of support and development that would be priorities for members. Using this information, we created a multi-media communications programme that used the umbrella proposition of ‘Acting for the profession’ to high-light six primary service areas of advice, training and professional development available to members.
Services were evidenced with hard facts and examples of how the Society represented solicitors’ interests, helping them to increase standards and survive and thrive in a challenging and competitive environment.
A range of bright, impactful collateral was developed using a palette of bold colours to identify individual areas of support and intriguing imagery that reflected service delivery. The campaign was developed into posters, advertising in trade journals and business press, web banners and promotional products. We created dynamic, large scale display material for conferences and presentations.
In a profession that can often be viewed as grey and stuffy, the campaign has given the Society a fresh new look while enabling members to better understand and access the services available to them. The Law Society of Scotland team have dealt with over 15,000 practice enquiries and supported 7,000 delegates at professional events, and numbers continue to grow.